Auto technician satisfaction drops, Gen Z's car buying preferences, Mazda's sales are shattering records

Hey everyone. CDG Recruiting has a dealer client looking for a Parts Manager in Pennsylvania.

Join a high-volume parts operation overseeing a large, established wholesale parts business and multiple rooftops.

Ideal candidates will have experience managing a sizable parts operation for a retail dealer. While Toyota experience is preferred, it is not mandatory for this role.

If you’re interested in this opportunity, email Steven or click here to inquire.

— CDG

Some positive news for car buyers:

New car inventory priced < $30K increased by 42% year-over-year in November —

The fastest growing segment in the market.

If “newer” used cars keep commanding high prices — more shoppers may turn to new vehicles as the better option in 2025.

(Data source: Cars Commerce)

1. Why service departments are struggling to keep their best technicians

A WrenchWay survey of nearly 5,000 techs highlights declining satisfaction across pay structures, work schedules, and benefits.

With only 34% of technicians satisfied with their employers — down 13% from last year — employers are losing ground in a tight labor market.

Add to that the fact that nearly half of respondents are willing to commute up to an hour for the right job, and it’s clear the competition for talent is fiercer than ever … (Go deeper: 2 min read)

2. What matters most to Gen Z car buyers (it’s not just price)

A new Urban Science report reveals that 68% of Gen Z value car ownership, and the majority are leaning towards hybrid or electric options.

While many Zoomers are open to buying online, nearly half still see dealerships as crucial to the process.

But there’s a catch: Only 41% think dealers are EV-savvy, and incentives hold far more sway with this group than with boomers.

With 6.4 million Zoomers eyeing a purchase in the next year, dealerships must adapt — or risk missing out on this fast-growing market … (Go deeper: 2 min. read)

Don’t wait for March or April to boost your tax season sales. 

With the Tax Max “file and drive” sales event Tax Max can help a customer access their tax refund same day for a down payment starting January 2!

No need to wait for the IRS. The same day tax refund advance, allows a Tax Max customer to apply for up to $7,000 on the same day they file to use toward their down payment.

No additional work from staff as the entire tax filing process can be completed online and from your customer’s phone.

Tax Max prepares the return, refund sent to dealer for a down payment and the customer gets the car. It’s that simple with Tax Max.

3. Mazda sticks to gas engines — fueling record-breaking sales

Mazda is charting its own path to record-breaking sales by leaning into gas-powered vehicles while others pivot heavily to EVs.

With 2024 deliveries projected to exceed 420,000 — a 16% jump year-over-year —demand for Mazda’s compact crossovers and mid-size SUVs is fueling its momentum.

Unlike competitors, the automaker is holding its EV market share at 10%, citing a steady consumer appetite for internal combustion engines.

Bottom line: Mazda’s gas-first strategy could prove to be a winning formula as it eyes 450,000 sales in 2025 … (Go deeper: 2 min. read)

• Maryland sues three auto dealerships for alleged price gouging, deceptive practices.

• China is forcing out foreign car companies.

• Political turmoil makes these the most highly-anticipated cars to buy in 2025.

• Tesla (TSLA) is expected to miss its delivery goal.

• Why January is a great time to buy a used car.

Thanks for reading everyone.

— CDG