{"id":14104,"date":"2026-04-09T19:38:51","date_gmt":"2026-04-09T19:38:51","guid":{"rendered":"https:\/\/kbb-autotrader-oem.com\/?p=14104"},"modified":"2026-04-09T19:38:51","modified_gmt":"2026-04-09T19:38:51","slug":"car-pricing-transparency-history","status":"publish","type":"resource","link":"https:\/\/www.coxautoinc.com\/advertising\/resources\/car-pricing-transparency-history\/","title":{"rendered":"A Century in the Driver\u2019s Seat\u00a0"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">1926 \u2013\u00a02026\u00a0 \u00b7\u00a0 Kelley Blue Book\u2019s 100th Anniversary<br><mark class=\"has-inline-color has-orange-color\"><em>How the American auto market transformed \u2014 and why Kelley Blue Book was there for every turn.<\/em>\u00a0<\/mark><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-default\" \/>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The 1920s were a transformative decade for the American automobile. Car ownership doubled. Closed-body sedans replaced open-air carriages. Technological innovations like electric starters and improved braking systems became commonplace \u2014 and for the first time, owning a car stopped being a luxury and&nbsp;was accessible to the middle-class.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What other lessons did that era teach us? And how do they echo today?&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Market: Then&nbsp;(1926)&nbsp;and Now&nbsp;(2026)<\/strong>&nbsp;<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-white-color has-alpha-channel-opacity has-white-background-color has-background\" \/>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"701\" height=\"166\" src=\"https:\/\/www.coxautoinc.com\/advertising\/wp-content\/uploads\/sites\/38\/2026\/04\/KBB-Centennial-Stats.png\" alt=\"\" class=\"wp-image-14107\" style=\"object-fit:cover\" srcset=\"https:\/\/www.coxautoinc.com\/advertising\/wp-content\/uploads\/sites\/38\/2026\/04\/KBB-Centennial-Stats.png 701w, https:\/\/www.coxautoinc.com\/advertising\/wp-content\/uploads\/sites\/38\/2026\/04\/KBB-Centennial-Stats.png?resize=300,71 300w\" sizes=\"auto, (max-width: 701px) 100vw, 701px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Data-Driven&nbsp;at the Core<\/strong>&nbsp;<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Then: Making Cents with Sense&nbsp;<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In 1926, The Blue Book was first published with appraisal values for vehicle acquisition.&nbsp;Data&nbsp;transparency was at the core of it then&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Now:&nbsp;Same Question, Different Channels<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The vehicles have changed. The sticker prices have certainly changed. But automobiles&nbsp;remain&nbsp;one of the most expensive purchases most people will ever make, and information&nbsp;remains&nbsp;the deciding factor in how confidently they make it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today\u2019s&nbsp;buyers spend over&nbsp;<strong>12 hours researching online<\/strong>&nbsp;before they visit a dealership. Over&nbsp;<strong>80% of online car shoppers research prices<\/strong>&nbsp;before setting foot on a lot. Vehicle pricing data is more relevant than ever \u2014 giving transparency to dealers and buyers alike.&nbsp;A hundred years later, we\u2019re still answering the same question:&nbsp;<em>what is this car actually worth?<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>One in four new vehicle buyers used AI tools&nbsp;<\/strong>during their&nbsp;buying&nbsp;journey in 2025 \u2014 and that number is accelerating. As buyers turn to ChatGPT, Google Gemini, Perplexity, and others&nbsp;to answer&nbsp;questions like &#8216;what should I pay for this car,&#8217; the answer they receive is only as credible as the data behind it.&nbsp;As we look ahead to the rest of 2026, visibility&nbsp;across all the major LLMs as a trusted, citable source of vehicle pricing and information&nbsp;is critical.&nbsp;Kelley Blue Book (KBB)&nbsp;is playing&nbsp;the same role it has played for 100 years, now in the channels where the next generation of buyers&nbsp;are&nbsp;starting their search.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Affordability&nbsp;<\/strong>&nbsp;<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Then:&nbsp;The Price Drop That Changed Everything<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In 1910, a Ford Model T cost more than $800,&nbsp;(roughly $27,000&nbsp;in today&#8217;s money)&nbsp;too expensive for most working families&nbsp;at the time. Mass production changed that fast. By the mid-1920s, the same car cost $260,&nbsp;(about $4,800 today)&nbsp;still roughly 21\u201325 weeks&nbsp;of wages, but for the first time, within reach.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Now: Higher prices.&nbsp;More cross-shop<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Today\u2019s average new vehicle costs $49,191 (KBB, January 2026), and the&nbsp;<a href=\"https:\/\/www.kbb.com\/car-news\/new-car-affordability-improved-last-month\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cox Automotive\/Moody\u2019s Analytics Vehicle Affordability Index<\/a>&nbsp;puts the payoff time at&nbsp;35.6 weeks&nbsp;of&nbsp;income&nbsp;\u2014 longer than a century ago.&nbsp;<strong>New-vs-used cross-shopping reached&nbsp;an all-time high<\/strong>&nbsp;at&nbsp;43%,&nbsp;a signal that price pressure is driving buyers up and down&nbsp;and across&nbsp;the market.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Affordability shaped the car market in 1926, and&nbsp;it&#8217;s&nbsp;shaping it again now. When every dollar is being stretched,&nbsp;consumer advice,&nbsp;transparent pricing,&nbsp;and practical tools&nbsp;don&#8217;t&nbsp;just help consumers \u2014 they&nbsp;drive&nbsp;consideration. KBB&#8217;s role in that moment has never been more direct: intercepting buyers early, with independent data they can trust, before&nbsp;they&#8217;ve&nbsp;made up their minds.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Car Becomes Personal \u2014 and Stays That Way<\/strong>&nbsp;<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Then: More Than Just Better Horsepower (literally)<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Before car ownership became widespread,&nbsp;American life&nbsp;was&nbsp;mostly&nbsp;localized-and those local areas were small. A horse-drawn trip. A streetcar line. The distance you could cover before you had to turn back.&nbsp;With widespread car ownership, it&nbsp;gave Americans the open road, and everything that comes with it: freedom&nbsp;and a sense of new&nbsp;possibility.&nbsp;Alfred Sloan&#8217;s vision at GM \u2014 &#8220;a car for&nbsp;every purse and&nbsp;purpose&#8221; \u2014 formalized this shift, aligning brands to&nbsp;different needs&nbsp;and lifestyles in a way that still shapes the industry today.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Now:&nbsp;A&nbsp;Dizzying Array of Choices<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A car for every purpose has never been&nbsp;more true,&nbsp;or more complex.&nbsp;In 1926, the Model T alone represented roughly 40% of the market.&nbsp;Today, KBB&nbsp;tracks 48 brands and 481 distinct models-spanning&nbsp;subcompact&nbsp;to full-size, non-luxury to ultra-luxury, and every major powertrain from gas and hybrid to electric, plug-in hybrid, and fuel cell.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The range can feel overwhelming, and for most shoppers, it is.&nbsp;<strong>Only 37% begin their&nbsp;journey&nbsp;knowing exactly what they want<\/strong>.&nbsp;That uncertainty&nbsp;shows up&nbsp;clearly in how people shop.&nbsp;On KBB, Midsize SUV shoppers consider an average of seven other vehicles across three segments. Compact SUV shoppers evaluate nine vehicles across four segments.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2026, the challenge is helping shoppers navigate&nbsp;the many vehicle options available in the market. With 92% of buyers using content during their research, that&#8217;s exactly where KBB&#8217;s legacy of independent, data-informed advice matters most.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The trust Kelley Blue Book built over 100 years is the same trust buyers are looking for today \u2014 and&nbsp;it&#8217;s&nbsp;exactly what will carry&nbsp;our&nbsp;brand into&nbsp;the&nbsp;remainder&nbsp;of 2026, and&nbsp;the next century.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thanks for coming on this ride with us.&nbsp;Here\u2019s to&nbsp;another 100 years!&nbsp;<\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><strong>Sources:&nbsp;&nbsp;<\/strong>KBB Average Transaction Price Jan&nbsp;2026&nbsp; \u00b7&nbsp; Cox Automotive\/Moody\u2019s Analytics Vehicle Affordability Index Jan&nbsp;2026&nbsp; \u00b7&nbsp; Cox Automotive Car Buyer Journey Study&nbsp;2025&nbsp; \u00b7&nbsp;&nbsp;&nbsp; Cox Automotive Q1 2026 Industry&nbsp;Insights&nbsp; \u00b7&nbsp; FHWA Historical&nbsp;Data&nbsp; \u00b7&nbsp; Motor Magazine&nbsp;1922&nbsp; \u00b7&nbsp; BLS Historical Wage Series&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>1926 \u2013\u00a02026\u00a0 \u00b7\u00a0 Kelley Blue Book\u2019s 100th AnniversaryHow the American auto market transformed \u2014 and why Kelley Blue Book was there for every turn.\u00a0 The 1920s were a transformative decade for the American automobile. Car ownership doubled. Closed-body sedans replaced&hellip;<\/p>\n","protected":false},"author":3271,"featured_media":14122,"template":"","categories":[1],"tags":[],"resource-format":[],"topic":[],"funnel-phase":[],"audience":[],"persona":[],"product":[],"program-series":[],"eligible-for-automation":[],"lifecycle-of-automotive":[],"brand":[],"class_list":["post-14104","resource","type-resource","status-publish","has-post-thumbnail","hentry","category-uncategorized"],"acf":{"show_featured_image":true,"action_item_text":"","related_resources_manual":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Car Pricing Transparency: 100 Years of Trust and Change - Advertising<\/title>\n<meta name=\"description\" content=\"Car pricing transparency has shaped buying decisions for 100 years. 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