New York Auto Show spotlights cars under $35K as cost concerns mount

• Automakers are showcasing several new models under $35,000 at the 2026 New York Auto Show.
• The average price for a new car reached $49,353 in February 2026, a 3.4% increase from the previous year.
• Affordable models on display include offerings from Chevrolet, Nissan, Toyota, Hyundai and Volkswagen.

With consumer concerns about rising car prices mounting, automakers are showing off several affordable models that start under $35,000 at the 2026 New York Auto Show.

The annual New York City car confab is taking place as the average price of a new car reached $49,353 in February 2026, which is the most recent data available, according to Cox Automotive. The figure was up 3.4% from February 2025.

But Erin Keating, an executive analyst at Cox Automotive, said in a statement that "it's also important to note that not every vehicle is a $50,000 purchase. Most of the volume still sits in segments priced below the industry average."

"Remove expensive full-size pickups, and the average is closer to $39,000, which tells a very different affordability story," Keating said.

The USA TODAY Cars team took at look at the vehicles under $35,000 that automakers are spotlighting at the New York Auto Show to tell that story of affordability.

1. Chevy Trax RS

List price (excluding destination fees): $25,000

What they said: Chevy said in a post on their website: "whether it’s the bold, confident ACTIV or the sporty, sleek RS, there’s a Trax designed to match your personality."

2. Chevy Trailblazer ACTI

List price (including destination fees): $31,295

What they said: Chevy said in a post on their website: "Trailblazer is the small SUV that’s big on style and substance. With its sleek two-tone roofline on ACTIV and RS trims and a variety of other design options, you’ll turn heads no matter where your next adventure takes you."

3. Nissan Sentra SR

List price (including destination fees): $26,245

What they said: Nissan said in a press release "three words directed designers crafting the 2026 Nissan Sentra: daring, vitalizing, resonating. The new sedan appears more dynamic and more sophisticated, with sharp surfaces and a well-balanced character line."

4. Nissan Kicks

List price (including destination fees): $24,275

What they said: Nissan said in a press release "Nissan’s compact crossover boasts striking design, unexpected levels of available technology and the exceptional versatility of available AWD."

5. Toyota Corolla Hatchback

List price (including destination fees): $25,375

What they said: Toyota said in a press release "the 2026 Toyota Corolla Hatchback brings a fresh spark to everyday driving, delivering a fun and nimble ride that makes the daily commute something to look forward to."

6. Hyundai Elantra

List price (excluding destination fees): $23,750

What they said: Nissan said in a post on its website "2026 ELANTRA brings you a fresh, edgy design. All while giving you modern amenities and tech features that are easy to use today, but feel like they’re from the future."

7. Volkswagen Jetta GLI

List price (including destination fees): $35,020

What they said: Nissan said in a press release "for more than forty years, the Jetta’s winning combination of style, quality, safety, and value have continued to make it Volkswagen’s best-selling car in North America."