Sharing Good News – February 2025
Fresno Lexus presents dollar-match funds to Boys & Girls Clubs
Ocean Subaru donated jackets to kids through Subaru Loves supporting Operation Warm
New ‘CALIBRATE’ Coalition Calls for a Smarter Approach to California’s Zero-Emission Vehicle Mandate, Launches Media Campaign
SACRAMENTO— Today, a coalition of businesses, trade groups, and consumer advocates launched CALIBRATE, a campaign advocating for a more reasonable and balanced transition to zero-emission vehicles—one that works for consumers, automakers, and California’s economy and environment.
Under California’s current Advanced Clean Cars II (ACC 2) mandate, automakers must ensure 35% of all new car sales are zero-emission starting this year, ramping up annually until 2035, when new gas-powered car sales will be fully banned. But the latest data shows demand for zero-emission vehicles has stalled—sales grew just 1% in 2024, compared to 46% growth in previous years.
“We fully support California’s leadership in clean transportation,” said Brian Maas, president of the California New Car Dealers Association. “The state has made incredible progress, but forcing consumers to buy zero-emission vehicles before they’re ready isn’t the answer. A more balanced approach would build on California’s success while aligning with real demand, available infrastructure, and economic realities—without leaving Californians behind.”
“The data is clear,” said Maas, “Consumer demand isn’t keeping pace with the mandate, and only EV-exclusive automakers will hit the state’s 35% threshold in the upcoming model year. Without a pause to enforcement of ACC 2, the state – and millions of Californians – will start facing serious economic consequences in a matter of months.”
The Consequences of a Rushed Mandate
Failing to meet ACC 2 comes with steep penalties for manufacturers—$20,000 per noncompliant vehicle sold. Instead of paying fines, automakers will simply cut shipments of cars to California—or stop sending them altogether. What will the impact be?
- Billions lost for public services – New car sales generate $13 billion annually in state and local tax revenue, funding fire departments and law enforcement, schools, public safety and first responders, roads, parks and other essential services.
- Risking climate progress – If options shrink and prices spike, drivers who aren’t ready for an EV or whose lifestyles don’t support one will hold onto older, higher-emission vehicles longer—undermining the very goals the mandate sets out to achieve.
- A major infrastructure gap – California needs 1.2 million chargers by 2035 but has just 150,000 today. Renters and those in multi-unit housing, who will have to rely on public charging, will be hit hardest.
- Fewer new cars, higher prices – Automakers won’t absorb massive fines—they’ll just reduce shipments. Even traditional hybrids, despite their lower emissions and consumer popularity, don’t count toward the mandate because they aren’t classified as zero-emission vehicles. That means automakers can’t use hybrid sales to meet their targets, further limiting consumer choices. With fewer options, prices will rise across the board—on EVs, hybrids, and gas-powered cars alike. And with EV subsidies uncertain under the current administration and Congress, affordability concerns will only grow, making it even harder for consumers to make the switch.
The CALIBRATE coalition is launching a sustained media campaign to educate Californians on the real-world impact of ACC 2 and to urge regulators and policymakers to calibrate the mandate to reflect market realities.
More information, including an explainer video, can be found at CalibrateCA.org.
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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.
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 legal compliance and legislative, regulatory, and legal advocacy.
CNCDA Donates $100,000 to NADA Relief Fund for SoCal Wildfire Victims
Contact: Autumn Heacox, Communications & Marketing Director: aheacox@cncda.org, (916) 441-2599 x105
CNCDA Donates $100,000 to NADA Relief Fund for SoCal Wildfire Victims
SACRAMENTO, CA, February 4, 2025— Today, the California New Car Dealers Association (CNCDA) announced a major donation to support individuals affected by the devastating wildfires in Southern California. CNCDA is donating $100,000 to the National Automobile Dealers Association (NADA) Foundation’s Emergency Relief Fund.
This donation, unanimously approved by the CNCDA Board of Directors last month, will directly help dealership employees and their families significantly impacted by this disaster.
The wildfires have caused significant destruction across the region, forcing several dealerships to close their doors temporarily and, in some cases, devastating many employees’ homes.
“We were deeply concerned to hear about the wildfires in Southern California. We’ve been in close communication with our dealer members and have extended our support for their employees who were most affected by this crisis, ensuring they are safe and cared for. CNCDA’s members remain committed to providing assistance to their fellow dealers in the aftermath of this tragedy,” noted Brian Maas, CNCDA President.
The NADA Emergency Relief Fund offers financial assistance to dealership employees impacted by disasters, with grants of up to $1,500 available to help those in need.
“For years, the NADA Emergency Relief Fund has been there to help dealership employees and their families recover from natural disasters like hurricanes, wildfires, tornadoes, and floods. Contributions like this one from CNCDA are only possible thanks to the generosity of dealers across the country. CNCDA’s significant donation is especially meaningful, given how hard Southern California has been hit by these fires. It truly shows how dedicated California dealers are to taking care of their own, especially during times of crisis,” added Mike Stanton, NADA President and CEO.
CNCDA’s contribution reinforces our members’ commitment to supporting the communities in which they operate, especially in times of hardship.
For more information on the NADA Foundation’s Emergency Relief Fund, visit www.nada.org/nada/emergency-relief-fund
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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. In 2023, California’s franchised new car dealers sold more than 1.77 million new cars and trucks, employed more than 138,807 people, paid $8.74 billion in sales tax, and donated $67.66 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.
2025 CNCDA Welcome Reception at NADA Show
SACRAMENTO, CA – The California New Car Dealers Association would like to express our heartfelt appreciation to all who braved the weather, secured their flights, and made it to our Welcome Party at the 2025 NADA Show in New Orleans! Additionally, we want to sincerely thank our sponsor partners who helped make this event possible for our membership. We hope to see you all next year!
If you would like a high-res version of any of these images, please contact Autumn Heacox, Director of Communications & Marketing (aheacox@cncda.org).
CNCDA Donates $100,000 to NADA Relief Fund for SoCal Wildfire Victims
Contact: Autumn Heacox, Communications & Marketing Director: aheacox@cncda.org, (916) 441-2599 x105
CNCDA Donates $100,000 to NADA Relief Fund for SoCal Wildfire Victims
SACRAMENTO, CA, February 4, 2025— Today, the California New Car Dealers Association (CNCDA) announced a major donation to support individuals affected by the devastating wildfires in Southern California. CNCDA is donating $100,000 to the National Automobile Dealers Association (NADA) Foundation’s Emergency Relief Fund.
This donation, unanimously approved by the CNCDA Board of Directors last month, will directly help dealership employees and their families significantly impacted by this disaster.
The wildfires have caused significant destruction across the region, forcing several dealerships to close their doors temporarily and, in some cases, devastating many employees’ homes.
“We were deeply concerned to hear about the wildfires in Southern California. We’ve been in close communication with our dealer members and have extended our support for their employees who were most affected by this crisis, ensuring they are safe and cared for. CNCDA’s members remain committed to providing assistance to their fellow dealers in the aftermath of this tragedy,” noted Brian Maas, CNCDA President.
The NADA Emergency Relief Fund offers financial assistance to dealership employees impacted by disasters, with grants of up to $1,500 available to help those in need.
“For years, the NADA Emergency Relief Fund has been there to help dealership employees and their families recover from natural disasters like hurricanes, wildfires, tornadoes, and floods. Contributions like this one from CNCDA are only possible thanks to the generosity of dealers across the country. CNCDA’s significant donation is especially meaningful, given how hard Southern California has been hit by these fires. It truly shows how dedicated California dealers are to taking care of their own, especially during times of crisis,” added Mike Stanton, NADA President and CEO.
CNCDA’s contribution reinforces our members’ commitment to supporting the communities in which they operate, especially in times of hardship.
For more information on the NADA Foundation’s Emergency Relief Fund, visit www.nada.org/nada/emergency-relief-fund
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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. In 2023, California’s franchised new car dealers sold more than 1.77 million new cars and trucks, employed more than 138,807 people, paid $8.74 billion in sales tax, and donated $67.66 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.
California New Car Dealers Association Releases EOY 2024 Auto Outlook Report
Media Contact: Autumn Heacox, Communications & Marketing Director: aheacox@cncda.org, (916) 441-2599 x105
Year End 2024 CA Auto Outlook Report: Tesla’s Fifth Quarterly Decline
CA’s ZEV Market Losing Speed; Hybrids Gaining Traction
SACRAMENTO, CA, January 31, 2025— Today, the California New Car Dealers Association (CNCDA) released its California Auto Outlook Report covering 2024 vehicle registrations in the state. The report summarizes California’s new vehicle registrations and predicts anticipated yearly sales. For accurate reporting, please cite Experian Automotive as the data source for CNCDA’s Auto Outlook.
Things aren’t looking so golden for EV automaker Tesla in the Golden State. Tesla’s dominance in the electric vehicle market continues to falter as the brand reported its fifth consecutive quarterly registration decline. Tesla’s registrations fell 7.8 percent in Q4 2024, contributing to an overall 11.6 percent decline in 2024. The company’s market share also dropped by 7.6 points in 2024, now holding 52.5 percent of the Zero Emission Vehicle (ZEV) market for the year. Amongst all brands, Tesla’s share of California’s market is 11.6 percent, down from 13 percent in 2023.
Overall, California’s new vehicle registrations among all brands remain stable. 1,759,141 light vehicles were registered in the Golden State in 2024, representing only a -0.3 percent change from 2023. Projections for 2025 are optimistic, with registrations expected to rise slightly to 1.80 million for the year.
New vehicle registrations in Q4 2024 increased by 4.8 percent compared to the same period in 2023, signaling positive momentum heading into 2025. However, the first quarter of 2025 is expected to remain fairly flat.
Key Highlights
The most significant trend to emerge this quarter is the shift in consumer preference within the alternative powertrain sector. ZEV market share for all brands dipped to 21.3 percent in Q4, down from 23.7 percent in Q3 2024. Annual California ZEV totals hit 22 percent (market share in 2023 was 21.7 percent).
Registrations for all alternative powertrains reached 40.2 percent for the year and 42.2 percent in Q4. Notably, hybrids made up the ground lost by ZEVs, gaining 2.4 percentage points in Q4, matching the 2.4 point decline in ZEV registrations. This shift suggests that California consumers may be looking to transition gradually from internal combustion engines (ICE) to fully electric vehicles, with hybrids emerging as an increasingly popular option.
“As dealers, our primary goal is to offer the vehicles that Californians actually want to drive. Whether it’s hybrids, electric vehicles, or traditional models, we are here to meet consumer demand. It’s not about mandates or pushing one type of powertrain over another—it’s about having the right inventory on our lots to serve the needs of real customers and our communities,” says Robb Hernandez, CNCDA Chairman and owner of Camino Real Chevrolet.
Brand Market Share and Summary
Among all powertrains and brands, Toyota is king in California, with 289,258 registrations in 2024, a 4.4 percent increase from last year, and now capturing 16.4 percent of California’s market share.
Other YTD market share brand leaders: Tesla and Honda (with 10.9 percent market share). Honda wrapped the year with an 11.5 percent increase in registrations this year (192,166 registrations).
Four brands have improved their registrations by 20 percent (or more) in 2024. These brands include Lincoln (27.6 percent), Land Rover (22 percent), Cadillac (21.7%), and Buick (21.7 percent).
Model Segment Rankings
California’s best sellers in the primary segments in 2024 were the Toyota Camry, Tesla Model 3, Honda Civic, Toyota Tacoma, Chevrolet Silverado, Toyota RAV4, Subaru Outback, and Lexus RX.
The top three passenger cars sold in California to wrap 2024 were neck and neck to the finish line. The Toyota Camry came out the winner with 11.4 percent of the market. Tied for second place were the Honda Civic and Tesla Model 3, with 11 percent of California’s market share. The top three light trucks sold were the Tesla Model Y (128,923 registrations), the Toyota RAV4 (65,041), and the Honda CR-V (49,920 registrations).
Regional Variances
Northern California saw a 12.6% decline in passenger cars but a 1.5% rise in light trucks, with ZEVs accounting for 25.1% of the region’s market share. In Southern California, passenger car registrations dropped by 10.3%, while light trucks grew 5%, with ZEVs making up 22.7% of the market.
Click Here to Access the EOY 2024 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 vehicle powertrain dashboard, a 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 2023, California’s franchised new car dealers sold more than 1.77 million new cars and trucks, employed more than 138,807 people, paid $8.74 billion in sales tax, and donated $67.66 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.
Sharing Good News – January 2025
Carl Burger CDJR is collecting donations for those affected by L.A. wildfires.
DCH Subaru of Riverside awarded a check of $15,000 to the Mary S. Roberts Pet Adoption Center.
Hansel Honda is hosting a coat donation drive in support of the Salvation Army of Santa Rosa.
Longo Toyota hosted a donation drive for first responders and those impacted by the L.A. wildfires.
Sharing Good News – December 2024
Hatfield Buick GMC hosted a Fill a Truck with Toys event
Kirby Subaru was designated as a Spark of Love toy drive drop-off location
Mercedes Benz of El Cajon hosted a toy drive at their dealership
Subaru of San Bernadino was designated as a Spark of Love toy drive drop-off location
Subaru of San Bernadino gave away pet treats and clothes at Human Society of San Bernadino
Toyota of Santa Maria hosted a Santa Clause meet and greet photo event at their dealership
Toyota Vallejo hosted the CHiPs for Kids Toy Drive Event at their dealership
CNCDA Demands VW Cease Unlawful Competition Through Scout Brand
SACRAMENTO, CA, December 20, 2024— Today, the California New Car Dealers Association (CNCDA) issued a cease-and-desist letter to Volkswagen (VW) and its affiliate Scout following their recent announcement that they plan to sell vehicles under the Scout brand to California consumers in direct violation of state law.
CNCDA is the nation’s largest state dealer trade association (made up of nearly 1,200 California dealerships and over fifty VW dealerships), and its goal is to protect both the franchise system and California consumers while promoting legal and ethical business practices. CNCDA’s cease-and-desist letter details VW’s ongoing violations of California Vehicle Code section 11713.3(o). Scout is a VW affiliate under California’s Vehicle Code. California law states that manufacturers may not compete with their own franchisees by using affiliates to directly sell or service vehicles, which is precisely what VW and Scout intend to do.
VW’s violation of this state law threatens the livelihoods of thousands of existing VW dealership employees and could significantly impact tax revenues. VW’s illegal direct sales plans disregard the legal framework that protects consumer choice and competition within California’s automotive marketplace. VW’s sales of Scout-branded vehicles without participation from franchised dealer partners circumvent its legal obligation to ensure accountability, fair pricing, and consistent customer service.
“Volkswagen’s direct sales via its Scout brand represent a direct threat to the jobs, investments, and consumer protections California’s franchise laws are designed to safeguard,” said CNCDA President Brian Maas. “We strongly encourage Volkswagen to heed our call to abide by California law and immediately stop offering Scout vehicles directly to consumers without using their business partner local dealers.”
In response to concerns that VW would use the Scout brand to compete directly with their franchisees, last year, CNCDA sponsored a franchise bill in the California State legislature, Assembly Bill 473 (“AB 473”). The bill strengthened the state Vehicle Code to prohibit these actions. Scout was active throughout the bill’s legislative journey and publicly stated that it would not be able to choose its current distribution model if the bill were to go into effect. AB 473 was unanimously approved by California’s legislature, signed into law by Governor Newsom, and became effective on January 1, 2024. VW’s intent to sell vehicles without using franchisees using the Scout brand is a brazen violation of the law.
CNCDA remains steadfast in ensuring California law is followed and franchised dealers are protected. The association is prepared to take further action should this letter not result in the immediate cessation of direct sales by VW via Scout.
Read CNCDA’s Cease and Desist Letter to Scout here.
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Media Contact: Autumn Heacox, Director of Communications & Marketing, (916) 441-2599 x105 Aheacox@cncda.org
ABOUT CNCDA:
For 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 2023, California’s franchised new car dealers sold more than 1.77 million new cars and trucks, employed more than 138,807 people, paid $8.74 billion in sales tax, and donated $67.66 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.
Tom’s Truck Center Fuels Automotive Careers with $300,000 donation to CNCDA Foundation on GivingTuesday
Dealership Kicks Off Global Generosity Movement GivingTuesday to Encourage Others to Donate
FOR IMMEDIATE RELEASE
LOS ANGELES — December 3, 2024 — Tom’s Truck Center, an industry leader in commercial truck sales and service, kicks off GivingTuesday with a $300,000 donation to the California New Car Dealers Association (CNCDA) Foundation, aligning with the global GivingTuesday movement to inspire generosity and giving back. The funds will support programs that encourage students to pursue meaningful careers as automotive service technicians, addressing the growing demand for skilled professionals in California’s evolving auto industry.
“This donation from Tom’s Truck Center will allow the CNCDA Foundation to expand services for students interested in becoming automotive technicians,” said CNCDA Foundation President Kim McPhaul. “We are hoping others will join in the spirit of Giving Tuesday and follow Tom’s lead. Contributions will help us implement mentorships, paid apprenticeships, vehicle donations, and enhance online training resources in 2025.”
With 27 million drivers in California and a rapidly growing fleet of electric, hydrogen, and self-driving vehicles, the automotive industry faces an urgent need for skilled technicians. Currently, there are over 4,300 open automotive technician positions statewide. Well-trained professionals in this field can earn upwards of $150,000 annually, making it a lucrative career path. Visit cncdafoundation.org/givingtuesday to donate today.
“The automotive world is changing fast, and the need for skilled technicians is greater than ever,” said Tom’s Truck Center President and CEO KC Heidler. “We encourage everyone to donate and invest in the future of our industry. Together, we can create pathways for young people to enter stable, well-paying careers as automotive service professionals.”
The CNCDA Foundation, founded in 1994, has provided over $1.5 million in scholarships to aspiring technicians and is committed to expanding educational opportunities to ensure the continued success of California’s automotive industry. Tom’s Truck Center’s significant contribution will enable the foundation to reach even more students, enhancing programs that prepare them for the demands of this dynamic field.
Link to photos here:
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Media Contact:
DeeDee Taft
Spin Communications
deedee@spinpr.com
415.515.1229
About CNCDA Foundation
The CNCDA Foundation, a registered 501(c)(3) nonprofit, supports educational initiatives in the automotive industry. It serves as a catalyst for change and a community partner, inspiring interest in automotive careers to transform lives. Through its Automotive Service Career Pathways Program, the Foundation partners with educators, car dealers, auto manufacturers, and youth and veteran groups across California. Acknowledging the vital role of automotive technicians in California’s transportation ecosystem, the CNCDA Foundation is committed to providing access to essential skills for new automotive technologies, ensuring economic and environmental progress. Visit cncdafoundation.org.
About Tom’s Truck Center
Established in 1949, Tom’s Truck Center provides new and used commercial vehicle sales, rentals, leasing, options, parts and service for medium to heavy duty (Class 2-8) vehicles, including electric and hydrogen trucks and vans. Brands represented include Ford, Fuso, GreenPower, Hino, Isuzu, Nikola, and REE. Tom’s helps businesses navigate purchases, government incentives programs, and charging infrastructure. Tom’s Truck Center has two locations 909 N. Grand Ave, Santa Ana, CA and 13443 E. Freeway Drive, Santa Fe Springs, CA. Visit www.ttruck.com.