SACRAMENTO, CA – The California New Car Dealers Association would like to sincerely thank all of our dealer members, sponsors and invited guests who attended our Welcome Party at the Wynn Las Vegas as we kicked off NADA Show 2026! We were thrilled to have the opportunity to connect with everyone and celebrate the dealer community. We hope you will join us again next year.
Sacramento, CA (February 2, 2026)— “CNCDA applauds the Newsom Administration’s proposal for additional consumer-focused EV incentives to address new EV affordability. We look forward to working with all stakeholders to ensure the proposed credit is directly applied at the point-of-sale and is easily understood by consumers and dealers alike.” – Brian Maas, President, California New Car Dealers Association
Contact: Autumn Heacox, Director of Communications & Marketing: aheacox@cncda.org, (916) 441-2599 x105
SACRAMENTO, CA (January 22, 2026)—Today, the California New Car Dealers Association (CNCDA) released its Q4 2025 California Auto Outlook report, providing a full-year analysis of statewide new vehicle registration trends. All data in the report is sourced from Experian Automotive and must be cited when referencing these findings.
Key Takeaways
California’s new vehicle market closed 2025 on a solid footing, posting a 3.3 percent increase in registrations, despite rising transaction prices, incentive expirations, higher interest rates, and economic uncertainty. This increase marks another year of overall market stability, underscoring continued consumer demand across vehicle segments.
At the same time, electric vehicle momentum reversed course.
After several years of growth following the pandemic, ZEV (zero-emission vehicle) registrations declined in 2025 to 20.9 percent of the market, down from a peak of 22.0 percent in 2024. This marks the first year-over-year decline in ZEV registrations since 2020.
While cumulative ZEV totals continue to grow over time, registration data show that consumer adoption softened materially in late 2025, raising questions about the pace of future growth in California’s ZEV market.
The drop became especially pronounced in the last two months of the year. ZEV registrations in November and December fell below 13 percent, a sharp pullback following the third-quarter surge driven by the impending expiration of federal tax credits. Data confirms that the Q3 spike in registrations represented a pull-forward of demand rather than sustained growth. Total fourth-quarter ZEV market share was 20.1 percent.
California’s share of total U.S. ZEV registrations in 2025 was 28.5 percent.
Hybrids Gain Ground as Californians Seek Practical Options
While ZEV demand cooled, hybrid vehicles continued to gain traction, posting strong year-over-year growth in 2025. Hybrid registrations increased by more than 30 percent compared to last year and accounted for 19.4 percent of the market, just 1 point behind ZEV sales.
Notably, hybrid sales slightly outpaced ZEV sales in Q4 alone, capturing 20.4 percent of the market, reflecting sustained consumer interest in lower-emission options that do not require installation of charging infrastructure or major lifestyle changes.
Gas-powered vehicles remained the single largest segment of the market, accounting for more than half of all new vehicle registrations in 2025 (54 percent).
“California continues to lead the nation in vehicle sales and innovation because consumers trust their local dealers,” said Jessie Dosanjh, Owner of Stevens Creek Chevrolet, and CNCDA Chairman. “This trust is built over time. We help our customers navigate new technology, shifting incentives, and affordability concerns by offering electric, hybrid, and traditional vehicles that fit how Californians live and drive.”
Model Rankings Revisited
California’s year-end model rankings underscore continued demand for both affordable and established, high-volume vehicles across passenger car and light truck segments.
The Toyota Camry remained the top-selling passenger car in California, widening its lead in 2025, posting 62,324 registrations and capturing 50.0 percent of the midsize and large car segment. The Honda Accord followed with 30,455 registrations (24.4 percent). In the small car segment, the Honda Civic led the market with 53,085 registrations, representing 30.4 percent of sales.
Among light trucks, the Tesla Model Y remained California’s top-selling model overall with 110,120 registrations, accounting for 8.2 percent of total light truck share. The Toyota RAV4 followed with 65,604 registrations (4.9 percent), while the Honda CR-V recorded 52,311 registrations (3.9 percent).
Pickup demand remained strong. The Toyota Tacoma led compact and midsize pickups with 45,258 registrations (51.3 percent in that segment), while the Ford F-Series topped the full-size pickup segment with 39,502 registrations, followed by the Chevrolet Silverado at 33,634 registrations.
Brand Performance Highlights
Several established brands posted notable gains in 2025, particularly those expanding hybrid and diversified powertrain offerings.
Toyota finished 2025 as California’s top-selling brand, with 17.8 percent market share, further widening its lead over competitors. Honda closed the year in second place, capturing 10.8 percent of the market. By contrast, Tesla registrations declined 11.4 percent in 2025 with market share dropping from 11.6 percent in 2024 to 9.9 percent in 2025 as it slipped to third place in the state. This extends a two-year downward trend for Tesla despite the temporary boost from federal incentives.
Regional Markets
California’s new retail registrations increased 1.5 percent in 2025 to 1,582,031 vehicles, driven entirely by light truck growth. Note: This data does not include fleet purchases.
Northern California led the state, with registrations up 2.8 percent to 543,368 units. Light truck sales rose 4.3 percent, while passenger cars declined 1.6 percent. BEVs accounted for 24.6 percent of the Northern California market.
Southern California registrations increased 0.9 percent to 1,038,663 units. Passenger car sales fell 4.1 percent, while light trucks rose 2.9 percent. BEVs represented 21.8 percent of registrations.
Statewide Outlook
After rising 3.3 percent in 2025 to 1.81 million registrations, California’s new vehicle market is expected to soften in 2026, with registrations projected to dip 1.5 percent to just under 1.8 million units amid higher transaction prices, tariff pressure, and a cooling labor market. While affordability issues persist, record-high vehicle age, pent-up replacement demand, and a potential dip in interest rates are expected to help insulate from steep declines.
Click Here to Read the Q4 2025 California Auto Outlook.
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California Auto Outlook Quarterly is produced for CNCDA by Auto Outlook, Inc., an independent research company that analyzes statewide and regional automotive markets. When reporting these auto industry trends, please acknowledge the Data Source: Experian Automotive.
The report provides comprehensive information on California’s new vehicle market, including annual trends, a two-year perspective, vehicle powertrain dashboard, segment watch, the top five models in each segment, brand scoreboards, regional comparisons, and more. Visit www.cncda.org.
About CNCDA
For over 100 years, the California New Car Dealers Association has represented California’s franchised new car and truck dealers. CNCDA members are primarily engaged in the retail sale and lease of new and used motor vehicles and provide automotive products, parts, services, and repairs.
In 2024, California’s franchised new car dealers sold more than 1.85 million new and used cars and trucks, employed more than 138,478 people, paid $8.83 billion in sales tax, and donated $70.75 million to charitable and civic organizations. CNCDA is the Nation’s largest state association of franchised automotive dealers, with nearly 1,200 members, and provides legal compliance and legislative, regulatory, and legal advocacy.
Click on the cover above to read the latest issue.
SSACRAMENTO, CA, November 26, 2025 – The California New Car Dealers Association is pleased to announce California’s nomination of Tom Price, chairman and founder of Price Family Dealerships, for the 2026 TIME Dealer of the Year award, recently shared by TIME, in partnership with Ally.
Price is one of a select group of 47 dealer nominees from across the country who will be honored at the 109th annual National Automobile Dealers Association (NADA) Show in Las Vegas, Nevada, on February 5, 2026.
The TIME Dealer of the Year award is one of the automobile industry’s most prestigious and highly coveted honors. The award recognizes the nation’s most successful auto dealers who also demonstrate a long-standing commitment to community service. Price was chosen to represent the California New Car Dealers Association in the national competition — one of only 47 auto dealers nominated from more than 20,000 nationwide.
A lifelong car enthusiast, Price began selling cars while in college and later served in the Lincoln-Mercury Division at Ford Motor Company before moving into retail. “I loved cars as a child, and when I started calling on dealerships for Ford, I fell in love with the retail and entrepreneurial side of the business,” Price said. “A dealer told me, ‘If you like this business so much, why not go retail?’ So I did.”
In 1976, Price and his wife took a leap of faith to acquire their first store. “My wife of 53 years and I sold our house and cars, used our savings, and even cashed credit cards to buy an Oldsmobile dealership,” he said. “We survived gas lines and 20% interest rates — and we kept growing.”
He went on to build First America Automotive to 31 dealerships, served as vice chairman of Sonic Automotive, and then re-founded Price Family Dealerships, which today includes 15 dealerships representing 20 brands and 1,300+ employees across Northern California. “Not every plan goes as expected — our IPO fell through — but rebuilding as a family company with my sons has been better than I could have hoped,” Price added.
Price has invested more than $96 million since 2010 in new and remodeled facilities while modernizing operations. “Actions speak louder than words,” he said. “That’s why we adopted our Simple Price, Simple Process approach — one price and one salesperson. What used to take 3-4 hours now takes 60-90 minutes, and customers leave smiling.”
The group also implemented video multi-point inspections across all service lanes. “Transparency builds trust — our videos turn ‘trust us’ into ‘see for yourself,’” Price said. A six-month internal contest identified best-practice videos and rewarded technicians. “When customers can see their brakes and tire tread on screen, they feel respected and informed.”
Developing people is central to Price’s philosophy. “We’re fueled by good people, doing the right thing, together,” he said. “From UTI partnerships to NADA Academy, we invest in technicians and future leaders — and we share success with buy-in opportunities so top performers can build wealth with us.”
Tom also championed the creation of the Price Family Women’s Circle. This employee-led network empowers women across 30 dealerships through mentorship, leadership development, and community service, strengthening company culture and advancing female representation in the automotive industry.
Price Family Dealerships also built a comprehensive wellness ecosystem, including an emergency relief fund, a 24/7 employee assistance program, and the company-wide DriveFit challenge. “When people face a crisis, they shouldn’t face it alone — that’s why we created our emergency relief fund,” Price noted. Community impact is a long-standing commitment. “For 20 years, we’ve donated a new Toyota annually to Dedication to Special Education, helping raise more than $1.05 million for students with special needs,” Price said. In addition, Tom donates to over 250 local charities, totaling more than $1 million in annual charitable assistance to the community.
He also serves locally as co-chairman for Belvedere Residents for Intelligent Growth. “A dealership’s true balance sheet is measured in how it shows up for families in its community.”
Dealers are nominated by the executives of state and metropolitan dealer associations around the country. A panel of faculty members from the Tauber Institute for Global Operations at the University of Michigan will select one finalist from each of the four NADA regions and one national Dealer of the Year. Three finalists will receive $5,000 for their favorite charities, and the winner will receive $10,000 to donate to charity, courtesy of Ally.
In its 14th year as the exclusive sponsor, Ally is recognizing dealer nominees and their community efforts by contributing $1,000 to each nominee’s 501(c)(3) charity of choice. Nominees are recognized online at ally.com/go/tdoy, which highlights the philanthropic contributions and achievements of TIME Dealer of the Year nominees.
“At TIME, our commitment to recognizing the exceptional contributions of automotive dealers remains as strong as ever,” said Jessica Sibley, CEO of TIME. “The TIME Dealer of the Year award continues to celebrate those who not only excel in their profession but also make a meaningful impact in their communities. We are thrilled to continue this legacy in partnership with Ally.”
Doug Timmerman, Ally president of Dealer Financial Services, said, “Auto dealers are the backbones of their communities, providing civic support and significant business leadership. Ally is proud to recognize the unwavering commitment these TIME Dealer of the Year nominees are living every day through their volunteerism, sponsorships, and support of charitable causes. They are the epitome of community heroes, making important and positive impacts in the lives of the people they serve.”
Tom Price was nominated for the TIME Dealer of the Year award by the California New Car Dealers Association. He and his wife, Gwen, have two sons, Gregory and Nick.
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About TIME
TIME is the 100-year-old global media brand that reaches a combined audience of over 120 million around the world through its iconic magazine and digital platforms. With unparalleled access to the world’s most influential people, the trust of consumers and partners globally, and an unrivaled power to convene, TIME’s mission is to tell the essential stories of the people and ideas that shape and improve the world. Today, TIME also includes the Emmy Award®-winning film and television division TIME Studios; a significantly expanded live events business built on the powerful TIME100 and Person of the Year franchises and custom experiences; TIME for Kids, which provides trusted news with a focus on news literacy for kids and valuable resources for teachers and families; the award-winning branded content studio Red Border Studios; an industry-leading web3 division; the website-building platform TIME Sites; the sustainability and climate action platform TIME CO2; the new e-commerce and content platform TIME Stamped, and more.
About Ally Financial
Ally Financial Inc. (NYSE: ALLY) is a financial services company with the nation’s largest all-digital bank and an industry-leading auto financing business, driven by a mission to “Do It Right” and be a relentless ally for customers and communities. The company serves more than 11 million customers through a full range of online banking services (including deposits, mortgage, point-of-sale personal lending, and credit card products) and securities brokerage and investment advisory services. The company also includes a robust corporate finance business that offers capital for equity sponsors and middle-market companies, as well as auto financing and insurance offerings. For more information, please visit www.ally.com and follow @allyfinancial. For more information and disclosures about Ally, visit https://www.ally.com/#disclosures. For further images and news on Ally, please visit https://media.ally.com.
About the NADA Show
The annual NADA Show brings together more than 20,000 franchised dealers and their employees, industry leaders, manufacturers and exhibitors to learn about the latest auto industry tools, trends, products and technologies.
About CNCDA
For over 100 years, CNCDA has protected and promoted the interests of California’s franchised new car and truck dealers. Your membership makes a difference! Thanks to members like you, we deliver essential legal compliance support, educational resources, advocacy, and exclusive events.
In 2024, California’s franchised new car dealers sold more than 1.85 million new cars and trucks, employed more than 138,478 people, paid $8.83 billion in sales tax, and donated $70.75 million to charitable and civic organizations. CNCDA is the nation’s largest state association of franchised automotive dealers, with nearly 1,200 members, and provides compliance resources, as well as legislative, regulatory, and legal advocacy.
California’s franchised new car dealers are seeing tangible benefits from the 2024 PAGA reforms. Once burdened by broad, costly lawsuits, dealerships are now experiencing faster claim resolutions and fairer outcomes.
According to a new report by California’s leading employment attorneys, the new rules limit claims to actual violations, reduce inflated penalties and reward employers who take reasonable steps to comply with labor laws.
Key early benefits of the reforms include:
• Narrower Standing Reduces Frivolous Lawsuits. Employers and defense lawyers report they are now routinely knocking out claims early by proving the plaintiff didn’t experience certain violations, dramatically shrinking exposure. Claims are resolved faster and for less money because legal disputes are narrower and more manageable.
• More Money & Faster Resolution for Employees. PAGA reforms increased the employee share of penalties from 25% to 35%, with the state receiving 65%. The early resolution process through the state’s Labor and Workforce Development Agency (LWDA) also limits the need for extended and costly litigation.
• Reduced Penalties for Employers. Reduced penalties now balance fairness and enforcement. Defense firms report significantly reduced penalties on employers because of the PAGA reforms.
• One-Year Limitations Period. PAGA reforms clarified standing law that a plaintiff must have experienced a violation within the past year to bring a claim.
• Ability to Limit the Scope of Claims and Evidence to Ensure Manageability. Courts now have explicit authority to limit the evidence to be presented at trial or otherwise limit the scope of a PAGA claim to ensure cases remain manageable for trial.
• Employers Doubling Down on Compliance Efforts. Employers are doubling down on their compliance efforts, conducting audits more frequently, training managers and updating policies proactively.
These early successes show that California’s PAGA reforms are working as intended, helping employees, employers and our economy move forward together.
Contact: Autumn Heacox, Director of Communications & Marketing: aheacox@cncda.org, (916) 441-2599 x105
SACRAMENTO, CA, October 22, 2025— The California New Car Dealers Association (CNCDA) today released its Q3 2025 California Auto Outlook report, providing an analysis of statewide new vehicle registration trends. All data in the report is sourced from Experian Automotive; please cite when referencing these findings.
Key Takeaways
California’s new light vehicle market continued its steady climb through the third quarter, with registrations rising 5.4 percent YTD and 3.6 percent in Q3 compared to the same period in 2024. The state is on track to see a modest annual increase by year-end.
The quarter’s most striking shift came in zero-emission vehicle (ZEV) sales, which spiked to 24.7 percent of the market. The increase was likely fueled by consumers rushing to purchase electric vehicles before September’s federal tax credit expiration. Despite this short-term lift, ZEV market share stands at 21.2 percent YTD, short of 2024’s posted 22 percent, signaling continued challenges for sustained EV adoption.
Tesla Slides as Toyota Shines
Tesla has fallen for two straight years in the Golden State as registrations declined 15.1 percent YTD, dropping 9.4 percent in Q3. Toyota reigned again this quarter as California’s top-selling brand, capturing 17.4 percent of the state’s market share compared to Tesla’s 9.8 percent. Toyota registrations continue to climb, posting the most significant market share gain among all brands with a 1 percent increase YTD, and a sizable 2.4 percent jump in Q3.
The Toyota Camry also beat out Tesla’s Model 3 as the top-selling passenger car YTD, capturing 12.8 percent of the market.
Alternative Powertrain Registrations on the Rise
While the ZEV market was unusually strong this quarter, hybrid registrations accounted for 18.9 percent of new registrations in Q3, posting 19.1 percent YTD. This surpasses 2024’s 14.8 percent hybrid total, suggesting that Californians want cleaner transportation options. However, they also prefer a balanced, gradual transition to the electrification of their personal transportation.
“Dealers are seeing real enthusiasm from customers for the latest hybrid and electric technologies, especially as the mainstay brands expand their lineups,” said Robb Hernandez, CNCDA Chairman and president of Camino Real Chevrolet. “Californians want choices that fit their lives and budgets. Our dealers are here to provide hybrids, EVs, or gas-powered options that meet them where they are.”
Combined sales of hybrids, plug-in hybrids, and zero-emission vehicles have reached 44.1 percent YTD, showing progress toward cleaner transportation in the state, but not at the all-electric pace policymakers envisioned. Despite ZEVs reaching their highest quarterly share (24.7 percent) since early 2023, the spike is expected to fade now that federal tax credits have expired.
The California Air Resources Board’s Advanced Clean Cars II (ACC2) mandate continues to face legal uncertainty after being struck down earlier this year under the Congressional Review Act. The ACC2 mandate excluded all hybrids and many PHEV models. While litigation is ongoing, policymakers’ goal of 100 percent ZEV sales by 2035 remains far from current consumer trends, and it is highly unlikely that ZEV sales would have met the initial 35 percent threshold for model year 2026.
Brand and Model Rankings
Toyota leads the California market, followed by Honda (10.9 percent), Tesla (9.8 percent), Ford (7.7 percent), and Chevrolet (6.5 percent).
Top passenger car models include the Toyota Camry (45,617 registrations), Tesla Model 3 (44,173), and Honda Civic (41,130). Leading light trucks include the Tesla Model Y (79,448), Toyota RAV4 (49,584), and Honda CR-V (41,217).
Brands showing notable growth YTD include Buick, Jeep, Acura, Genesis, Cadillac, and Land Rover, each posting increases above 20 percent compared to Q3 2024.
Regional Trends
Northern California outpaced the rest of the state, with registrations up 5 percent and a ZEV share of 24.9 percent. Southern California saw a 2.9 percent gain, with ZEVs accounting for 22.2 percent. The San Francisco Bay Area, Los Angeles/Orange Counties, and San Diego County all posted moderate growth.
Franchised dealerships continue to lead in consumer engagement and accessibility, accounting for nearly half (49.7 percent) of all ZEV sales in the state, a gain from 40.8 percent one year ago.
Statewide Outlook
With the federal EV credit now expired, economists expect ZEV sales to normalize in Q4 as market forces and consumer preferences rebalance. The state’s total new vehicle registrations are projected to reach 1.74 million units in 2025, a slight increase from 2024.
Click Here to Read the Q3 2025 Auto Outlook Report.
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California Auto Outlook Quarterly is produced for CNCDA by Auto Outlook, Inc., an independent research company that analyzes statewide and regional automotive markets. When reporting these auto industry trends, please acknowledge the Data Source: Experian Automotive.
The report provides comprehensive information on California’s new vehicle market, including annual trends, a two-year perspective, vehicle powertrain dashboard, segment watch, the top five models in each segment, brand scoreboards, regional comparisons, and more. Visit www.cncda.org.
About CNCDA
For over 100 years, the California New Car Dealers Association has represented California’s franchised new car and truck dealers. CNCDA members are primarily engaged in the retail sale and lease of new and used motor vehicles and provide automotive products, parts, services, and repairs.
In 2024, California’s franchised new car dealers sold more than 1.85 million new and used cars and trucks, employed more than 138,478 people, paid $8.83 billion in sales tax, and donated $70.75 million to charitable and civic organizations. CNCDA is the Nation’s largest state association of franchised automotive dealers, with nearly 1,200 members, and provides legal compliance and legislative, regulatory, and legal advocacy.
Fresno Acura — 12 years have passed since Fresno Acura created the #PinkAcura experience to connect with the community and to help raise funds for local breast cancer research and awareness. You may have spotted our Pink Acura driving around town joining with local events, fundraisers, businesses and schools to collect signatures on the car. Those signatures have allowed our community to express their thoughts for all to see and admire. Whether it is a solo signature, a message to a lost loved one or an inspiration to keep fighting the fight, the pink car has been motivation for all. At the end of our tour, Fresno Acura donated to Community Medical Center’s Radin Breast Care Center. This donation directly assists in the purchase of state of the art technology to help every patient who uses these facilities.
As a female, family owned business, Fresno Acura is proud to be involved in spreading awareness and reminding our community to take their health seriously and to go get that check up they have been putting off! We all know someone whose life has been affected by breast cancer, please join us in signing your name on the Pink Acura this year to help us promote positivity and to inspire hope.
If you would like to see the #PinkAcura at your event or business this October, please reach out as we would love to participate.
Contact:
Andreanna Woodhams
awoodhams@fresnoacura.com
(559) 431-3400
If you have a story like this that you’d like to share, CNCDA would be proud to share it on our Sharing Good News pages. Please send your story to communications@cncda.org.
SACRAMENTO, CA – The California New Car Dealers Association would like to express our heartfelt appreciation to all who attended the 2025 Annual Convention. We appreciate all the members who came to celebrate, reconnect, and gave their time for professional development and inspiration. We hope you join us again next September on the BIG island at the Four Seasons Hualalai.
Additionally, we want to thank our sponsor partners who helped make this event possible for our membership. Thank you again for your dedication to our industry and cause. We hope to see you all next year!
Contact: Autumn Heacox, Director of Communications & Marketing: aheacox@cncda.org, (916) 441-2599 x105
SACRAMENTO, CA, August 22, 2025 — The California New Car Dealers Association (CNCDA) has filed a lawsuit in Los Angeles County Superior Court against American Honda Motor Co., Inc., Sony Honda Mobility, Inc., and Sony Honda Mobility of America, Inc., for knowingly violating California’s franchise laws. The complaint alleges unfair competition, false advertising, and seeks declaratory relief to stop illegal direct-to-consumer sales of Afeela-brand vehicles.
Sony Honda and its partners are operating in direct violation of Assembly Bill 473 (AB 473), a 2023 law prohibiting automakers from using affiliated brands to compete with their own franchised dealers. Despite this law, Sony Honda and its partners are taking $200 deposits directly from California consumers through its website for upcoming Afeela vehicles, thus bypassing the state’s Honda and Acura dealerships.
“This is a direct attack on the 161 franchised Honda and Acura dealers in California that have been loyal partners in building the brand’s reputation and success for decades,” said Brian Maas, CNCDA President. “At the time of AB 473’s review by the California legislature, Sony Honda sought to block the (now) law that would make their direct sales of Afeela vehicles illegal. They are now knowingly violating the law, hoping they won’t be caught. It’s our job to protect the dealers who are directly harmed by their actions.”
“By cutting dealers out, they’re stripping vital consumer protections like local service support, transparent pricing, and warranty assistance, all while undermining the millions these dealers have invested in their facilities, employees, and communities. We will not allow a manufacturer to turn its back on the very network that made it profitable in the first place,” said Maas.
CNCDA is seeking immediate injunctive relief to halt these unlawful sales, along with enforcement of state law to protect California’s dealer network and the consumers they serve.
California’s franchised dealers are key economic drivers, selling more than 1.85 million new cars and trucks, employing over 138,000 Californians, and generating more than $8.8 billion in sales tax revenue. In 2024, dealers donated nearly $71 million to charitable and civic organizations statewide.
The filed complaint can be read here.
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About CNCDA
For over 100 years, the California New Car Dealers Association has represented California’s franchised new car and truck dealers. CNCDA members are primarily engaged in the retail sale and lease of new and used motor vehicles and provide automotive products, parts, services, and repairs. CNCDA is the Nation’s largest state association of franchised automotive dealers, with nearly 1,200 members, and provides legal compliance and legislative, regulatory, and legal advocacy.
