What the 2026 CDK Dealership Workplace Study Reveals About Gen Z

Generation Z (ages 18 to 28) may be one of the most misunderstood generations working in the dealership. They’re often characterized as employees who want more from their jobs without necessarily wanting to put in the work to earn it. But CDK’s 2026 Dealership Workplace Study tells a different story about Gen Z in auto retail. 

We surveyed hundreds of dealership employees to better understand how they feel about working at automotive dealerships. Looking at Gen Z specifically, the results reveal a true mixed bag between slightly lower levels of satisfaction and motivation but a strong sense of pride in their work. 

Gen Z Satisfaction Tied to a Paycheck

There’s no escaping that when it comes to our top-line satisfaction score, Gen Z falls slightly below their older colleagues. The average for all dealership workers is 80%, while 77% of Gen Z report being satisfied with their jobs. Similarly, 91% of all employees are motivated but that number falls to 86% for Gen Z, below every other age group. 

Yet, there are plenty of positives to be found and perhaps most encouraging is how Gen Z views their paychecks. Seventy-seven percent say their effort is reflected in their income, a significant jump from just 56% in the 2025 CDK Dealership Workplace Study. The perception that income reflects skill level also increased sharply, from a low of 53% last year to 72% today. 

Both figures are significantly higher than the older generations they work for despite them bringing home larger paychecks. Baby boomers had the second highest results at 71% and 67% respectively.  

Contrary to the stereotype that Gen Z wants to work less and earn more, our data shows this generation responding positively when they see a connection between what they contribute and what they earn.

Retention Is the Real Opportunity

There’s an interesting contradiction in the data. Gen Z is more likely to say they’re considering leaving a dealership than other generations, but when it comes to the feelings of pride, there are areas of strength.

• Only in one broad question does Gen Z score significantly lower than average, with 65% saying they feel proud to work at their dealership, compared to 67% of millennials, 79% of Generation X, and 84% of boomers.
• Sixty-three percent are proud to tell others they work in auto retail, outpacing just 56% of millennials.
• And 53% feel positive about how friends and family view the industry as a whole, far more than the 45% average and 39% of millennials.

At the same time, 47% of Gen Z say they’re considering leaving automotive retail at some point in the future, far more than 33% of millennials. 

Give Them a Reason Beyond the Paycheck

For Gen Z, the paycheck matters but it’s not the be-all and end-all. A whopping 98% of this generation pointed to work/life balance as highly valuable. Followed by compensation (95%), effective leadership (91%), and benefits (88%). Perks, like dealership discounts and family support, resonate with this group more than others. 

One respondent summed up how his generation feels, “The work can’t consume the entire day. I like to make a living but also live my life. Work is not everything. I want a good job, but not at the expense of my well-being.” 

The need for balance is echoed by other generations who see Gen Z as harbingers of change. As one millennial respondent put it, “I don’t think Gen Z wants to do 55-60-hour work weeks along with all Saturdays. Frankly, I hope they are the ones that can change that.”

Dealers may want to focus on delivering balance through perks such as flexible scheduling or intermittent remote work. Generous benefits packages and discounts can also demonstrate that leadership recognizes and values employees’ lives outside of work. 

Hungry for Training and Mentorship 

Two areas saw some of the biggest increases in importance from last year, and they may be the largest factors to increased retention. 

• Gen Z is hungry for training, with 91% saying it’s very important versus 77% last year.
• Another 88% welcome mentorship, compared to 75% in 2025. 

These are also two areas where Gen Z outpaced their older colleagues by the largest margins. 

Dealerships can strengthen retention by expanding career development. Clear paths for advancement, meaningful training, strong managers and mentorship can help employees see a future in the dealership rather than viewing it as a job they’ll eventually move on from.

Keep the Momentum Going

The good news is that Gen Z is already giving dealerships a strong foundation to build on. They’re motivated. They’re increasingly confident that their compensation reflects their efforts and skills. And they’re the strongest employee group outside of executives when it comes to recommending auto retail as a career. The challenge is turning that positive sentiment into long-term commitment.

For dealership leaders, that means looking beyond recruiting and thinking about retention from day one. Competitive compensation and benefits can get Gen Z through the door. But training, mentorship, career growth, flexibility, effective leadership and a sense of purpose may be what convinces them to stay.