As new vehicle prices climb, the easy villain is “too much safety.” We pull that apart by taking a clear look at how active safety reduces injuries and claims, then follow the money to where it really pools: full-size trucks, SUVs, and premium trims designed to maximize profit. From holiday discounts that barely dent margins to the psychology of sub-brands like Denali and Avenir, we lay out why the average new vehicle sits near $50,000 and why a $60k pickup is the new normal.