Dealerships are selling more cars—with fewer salespeople

In 2021, the average dealer employed 15.4 sales reps. By 2024, that number dropped to just 8.2.

Despite this decline, U.S. auto sales rose by nearly 2 million units over the same period.

The gap is being filled with advertising and technology. Dealers are leaning on digital marketing, lead-gen, and streamlined processes instead of headcount to reach customers.

For investors and operators, this structural shift is reshaping dealership economics—and creating opportunity in the advertising and digital services sector. Contact us to discuss how these changes are driving M&A activity.