News Summary
Orange County’s automotive workforce has seen a slight increase, with a 1.4% growth as of September. Kia America has significantly contributed to this rebound with an 18% rise in employees, while Rivian remains the largest employer despite a decline. Local auto dealers reported a 1% sales increase, showcasing resilience in the market. Challenges persist with rising vehicle prices, impacting future registrations, but proactive measures are being taken by automakers to align offerings with customer needs.
Orange County has recorded a slight growth in its automotive workforce, with overall headcount increasing by 1.4% as of September 2025. This improvement comes after a concerning 1.1% decrease reported in 2024, indicating a small rebound in employment within the local automotive sector.
The most significant contributor to this growth is Kia America, located in Irvine, which saw an impressive 18% increase in its workforce, bringing the number of employees to 582 in Orange County. Kia’s human resources team has been proactive in addressing the challenges of finding qualified candidates by partnering with local employment agencies to attract quality talent.
In stark contrast, Rivian Automotive Inc., based in Irvine, continues to be the largest employer in the Orange County automotive industry with 1,843 employees, despite experiencing a 2% decline in headcount from the previous year. Additionally, Bollinger Innovations, previously known as Mullen Automotive, has seen its workforce shrink significantly to approximately 60 employees due to drastic layoffs as part of efforts to maintain financial viability.
Vehicle sales also saw a year-over-year increase among nine local automakers, rising by 2.8% to reach 4.2 million vehicles, although this represents a decline from the 14% growth seen last year. Projections from the Orange County Auto Outlook report indicate a possible downturn in new vehicle registrations in the latter half of 2025, primarily due to rising prices stemming from tariffs.
Local automakers, including Kia and Genesis Motor America, are actively working to mitigate financial pressures while aligning their offerings with customer expectations and preferences.
Auto Sales Performance
The top 29 auto dealers in Orange County reported a collective sales volume of $5.1 billion for the 12 months ending June 30, which marks nearly a 1% increase from last year. In terms of vehicle sales, new car sales outstripped used vehicle sales, with 57,111 new cars sold, an increase of 4.2%, compared to 31,070 used vehicles, which fell by 3.5%.
In total, Orange County auto dealerships employed 786 salespeople and over 1,400 service personnel, underscoring the robust nature of the market despite the fluctuations in headcount.
Dealer Highlights
A notable recent development includes the acquisition of Mercedes-Benz of Laguna Niguel by Murgado Automotive Group, with Tom Shanley stepping in as the new general manager. Among dealerships, Hardin Honda in Anaheim achieved remarkable growth with a 17% increase in sales to $116 million. Other notable performers include Weir Canyon Honda, which saw a 13% growth to $85 million, and Mazda of Orange, which grew 14% to nearly $84 million.
Fletcher Jones Motorcars in Newport Beach continues to lead sales volume at nearly $820 million, although this reflects a 2% decline from the previous year.
Market Trends
In the first half of 2025, new retail vehicle registrations in Orange County increased by 2.5%, with Acura, Porsche, and GMC reporting the largest upticks in registrations. Among vehicle brands, Toyota remained the top seller, followed closely by Tesla and Honda. The five best-selling vehicles during this timeframe included Tesla Models Y and 3, Toyota’s RAV4 and Camry, and the Honda CR-V, indicating strong consumer preferences for specific brands and models.
The ongoing trends in both employment and vehicle sales within Orange County highlight a dynamic automotive market facing challenges but also opportunities for recovery and growth.
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Additional Resources
- Orange County Business Journal: OC Automakers Report 1.4% Rise in Workforce
- iDriveSoCal: Top 10 Most Stolen Vehicles in Southern California
- ClickOrlando: Kia Hyundai Partner to Provide Free Steering Wheel Locks in Orange County
- Wikipedia: Automotive Industry
- Google Search: Orange County automotive market
Author: STAFF HERE COSTA MESA WRITER
COSTA MESA STAFF WRITER The COSTA MESA STAFF WRITER represents the experienced team at HERECostaMesa.com, your go-to source for actionable local news and information in Costa Mesa, Orange County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the OC Fair, Concerts in the Park, and Fish Fry. Our coverage extends to key organizations like the Costa Mesa Chamber of Commerce and Boys & Girls Clubs of Central Orange Coast, plus leading businesses in retail, fashion, and technology that power the local economy such as Vans, Experian, and South Coast Plaza. As part of the broader HERE network, including HEREAnaheim.com, HEREBeverlyHills.com, HERECoronado.com, HEREHollywood.com, HEREHuntingtonBeach.com, HERELongBeach.com, HERELosAngeles.com, HEREMissionViejo.com, HERESanDiego.com, and HERESantaAna.com, we provide comprehensive, credible insights into California's dynamic landscape.
