A Third of Premium Midsize SUV Owners Traded Down. The Badge Stopped Being the Product.

32% of consumers trading a midsize premium SUV in the first half of 2026 bought a mainstream brand, and premium fell to 13.3% of new vehicle sales, its lowest share since 2020. The average switcher moved from a $70,600 premium trade to a $51,500 mainstream purchase. Premium incentives are already near 7.3% of MSRP. The post A Third of Premium Midsize SUV Owners Traded Down. The Badge Stopped Being…