There is a need to better understand rural vehicle consumer choice and transportation affordability to inform efforts to support economic vitality in rural communities. Access to adequate vehicle choices at affordable price points may be limited in rural contexts due to the spatial location of vehicle purchase options. At the same time, access to affordable vehicle options has important implications for transportation affordability, mobility, and economic opportunity in rural areas. Prior research suggests that people living in rural areas are more vehicle dependent, and that vehicle affordability and access is related to mobility and economic opportunity. Recent research indicates that rural vehicle consumers face more limited options and higher prices for a small subset of vehicle options, however, little is known about the implications for consumer choice and vehicle affordability for the overall vehicle market. This project uses detailed vehicle data and vehicle dealership listings in Colorado, Maine, and Vermont to evaluate the relationship between vehicle options, distances people travel to purchase a vehicle, and the price paid for the vehicle in both urban and rural contexts. Findings from this research can inform policies that seek to expand access to affordable transportation options in rural communities.