2025 Auto Dealer Talent Attrition Hits 66%—AI Emerges as Key Solution

In the first three quarters of 2025, the turnover rate among automotive dealership marketing staff reached as high as 66%, with sales roles approaching 70%. Talent is primarily flowing toward China’s independent new energy vehicle (NEV) brands. Turnover is especially pronounced in Tier-1 and new Tier-1 cities, while lower-tier cities are also seeing a significant rise due to accelerated channel penetration. Research shows a strong positive correlation between employee tenure and downstream conversion performance as well as appointment-setting capabilities, with new hires exhibiting clear competency gaps. Luxury brands are leading the pack, benefiting from relatively lower turnover rates (50%–60%) and mature management systems, whereas joint-venture and NEV brands urgently need to improve process standardization and service attitudes. Deep integration of AI tools—such as “Smart Assistant”—can rapidly narrow capability gaps; when combined with centralized operational models, these tools effectively alleviate outbound calling pressure and enhance lead conversion. Autohome Research Institute recommends that stabilizing teams, strengthening AI enablement, and implementing精细化 management are key to helping dealerships break through current challenges.