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The firm estimates that the average car sold for $31,128 last year, up nearly 2 percent from last year. That record-setting number came mainly from price increases at Honda, Toyota and Hyundai. Hyundai cut back on incentives throughout the year as it ran short on cars, effectively raising prices. And both Honda and Toyota released new, more-expensive versions of their most popular vehicles.

Nissan and GM both had slight declines in their average prices, but in both cases, the drops were far less than 1 percent.