On the Dash:
- Gen Z dealership employees rate work/life balance highly valuable at 98%, a CDK Global study finds.
- Confidence that pay reflects effort jumped to 77% from 56% in a year among workers aged 18-28.
- Nearly half of Gen Z workers, 47%, are considering leaving auto retail at some point.
CDK’s 2026 Dealership Workplace Study takes a closer look at how Gen Z employees feel about working in automotive retail. The study finds Gen Z reports slightly lower satisfaction and motivation than older colleagues, along with growing confidence in their pay and a strong sense of pride in their work. CDK says the opportunity for dealers is retention.
Gen Z’s satisfaction and motivation
CDK surveyed 436 dealership employees for the study, which is in its third year. Gen Z, defined as ages 18 to 28, trailed the overall figures on two key measures. Among Gen Z workers, 77% are satisfied with their jobs, compared with 80% of all dealership workers. The study found motivation at 86% for Gen Z and 91% overall, which was below every other age group.
Overall satisfaction among all dealership workers also slipped slightly from the 82% reported in CDK’s 2025 study. CDK said the results challenge a stereotype that Gen Z wants more from work without earning it. For instance, Gen Z employees are more convinced than a year ago that their paychecks reflect their work. In the study, 77% say their income reflects their effort, up from 56% in 2025.
The share of respondents who say their income reflects their skill level rose to 72%, up from 53% last year. Both figures are significantly higher than the corresponding rates among older generations, including baby boomers at 71% and 67%. Meanwhile, CDK said older workers earn more, and Gen Z responds positively when it sees a clear connection between its contributions and its pay.
Pride & retention
The report finds that 47% of Gen Z employees are considering leaving automotive retail at some point, compared with 33% of millennials. However, that pride in the industry remains strong among Gen Z, with 63% proud to tell others they work in auto retail, compared with 56% of millennials. A further 53% feel positive about how friends and family view the industry. The overall average is 45%, and millennials are at 39%.
Pride in their own dealership was the lone broad measure where Gen Z scored significantly below average. Some 65% of Gen Z are proud to work at their dealership. That compares with 67% of millennials, 79% of Gen X and 84% of baby boomers. Outside of executives, Gen Z is the strongest group at recommending auto retail as a career, CDK said.
What Gen Z values
Work/life balance tops the list of what Gen Z employees value at work, with 98% rating it highly valuable. Compensation followed at 95%, effective leadership at 91% and benefits at 88%. Perks such as dealership discounts and family support resonate more with Gen Z than with other groups.
According to the study, other generations see Gen Z as a driver of change. One millennial respondent said Gen Z likely does not want 55- to 60-hour workweeks every Saturday. The respondent hopes the generation can change that. CDK said dealers can deliver balance through flexible scheduling, intermittent remote work, and generous benefits and discounts.
Training & mentorship
Gen Z employees want more training and mentorship than they did a year ago. In the study, 91% say training is very important, up from 77% last year. Another 88% welcome mentorship, up from 75% in 2025. These are the two areas where Gen Z outpaced older colleagues by the largest margins.
Dealerships can improve retention by investing in career development, including clear advancement paths, meaningful training, strong managers, and mentorship, according to CDK Global. Leaders should consider retention from day one, not just after recruiting, to turn Gen Z’s positive sentiment into long-term commitment.
