April 2 (Reuters) - U.S. auto sales likely rose by a mid

single-digit percentage in the first quarter, adding to gains

made last year on sustained appetite for crossover SUVs, pickup

trucks and better supply of new vehicles, analysts say.

Automakers have seen strong sales over the past quarters,

helped by a surge in consumer interest toward new vehicles for

personal mobility after the pandemic.

However, industry experts expect prices to taper off from

the year-ago levels as vehicles inventory at dealer lots

improve.

"While the sales and expenditure performance are impressive,

it is coming at the expense of reduced retailer and manufacturer

profitability as inventories of unsold vehicles rise and

competitive pressures intensify," said Thomas King, president of

the data and analytics division at J.D. Power.

U.S. new-vehicle sales volume in the first quarter is

expected to grow by 5.6% to 3.8 million units from a year ago,

according to industry consultant Cox Automotive.

March seasonally adjusted annual rate is expected to finish

near 15.5 million units, up 0.6 million over last year's pace,

but down slightly from February, Cox added.

Average transaction prices are expected to be $44,186 in

March, down 3.6% from a year ago, according to J.D. Power.

"Since the second quarter of 2023, the pace of sales has

been in a prolonged holding period, given the current purchase

environment facing auto consumers," said S&P Global Mobility.

General Motors ( GM ) is expected to retain its spot as the

top-selling automaker in the United States but growth is

forecast to be relatively flat from a year ago, according to

data from an Edmunds report.

Top executives of GM and Ford gave upbeat outlooks for

the U.S. auto market and their profit plans last week, saying

U.S. consumer demand remains strong.

Ford, however, said demand for electric vehicles is "much

lower than the industry expected," and added that it would rely

on demand for hybrid models "as an important part of that bridge

over the next five years."