Car Dealers Launch Ad Campaign to Delay California EV Mandate

February 25, 2025

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by Alex Nieves (Politico Pro Energywire) The California New Car Dealers Association is funding a media buy targeting the state’s emissions rule. -- Car dealers launched an ad campaign Monday calling on California to delay enforcement of its electric vehicle mandate, warning it will force manufacturers to send fewer models to the state and raise prices.

What happened: The California New Car Dealers Association announced that it’s funding the digital and television media buy, launching the lobbying effort with a three-minute spot on a newly launched website.

The campaign calls for California to pause enforcement of the EV mandate to give “infrastructure, consumer demand, and market readiness” time to develop.

It also asks state officials to adopt a “balanced, phased approach” to the EV transition, though it stops short of detailing a specific policy plan.

Why it matters: The opposition from car dealers is the latest challenge for California’s Advanced Clean Cars II rule — the state’s signature climate policy — which the Trump administration is attempting to overturn through the congressional review process.

U.S. EPA Administrator Lee Zeldin announced earlier this month that the agency had sent Congress California’s ACCII, Advanced Clean Trucks and Heavy-Duty Low NOx waivers, rules approved under then-President Joe Biden that require passenger car and commercial truck manufacturers to sell increasing numbers of zero-emission and cleaner diesel models. READ MORE

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New ‘CALIBRATE’ Coalition Calls for a Smarter Approach to California’s Zero-Emission Vehicle Mandate, Launches Media Campaign (California New Car Dealers Association)

Excerpt from California New Car Dealers Association: Today (February 24, 2025), a coalition of businesses, trade groups, and consumer advocates launched CALIBRATE, a campaign advocating for a more reasonable and balanced transition to zero-emission vehicles—one that works for consumers, automakers, and California’s economy and environment.

Under California’s current Advanced Clean Cars II (ACC 2) mandate, automakers must ensure 35% of all new car sales are zero-emission starting this year, ramping up annually until 2035, when new gas-powered car sales will be fully banned. But the latest data shows demand for zero-emission vehicles has stalled—sales grew just 1% in 2024, compared to 46% growth in previous years.

“We fully support California’s leadership in clean transportation,” said Brian Maas, president of the California New Car Dealers Association. “The state has made incredible progress, but forcing consumers to buy zero-emission vehicles before they’re ready isn’t the answer. A more balanced approach would build on California’s success while aligning with real demand, available infrastructure, and economic realities—without leaving Californians behind.”

“The data is clear,” said Maas, “Consumer demand isn’t keeping pace with the mandate, and only EV-exclusive automakers will hit the state’s 35% threshold in the upcoming model year. Without a pause to enforcement of ACC 2, the state – and millions of Californians – will start facing serious economic consequences in a matter of months.”

The Consequences of a Rushed Mandate

Failing to meet ACC 2 comes with steep penalties for manufacturers—$20,000 per noncompliant vehicle sold. Instead of paying fines, automakers will simply cut shipments of cars to California—or stop sending them altogether. What will the impact be?

Billions lost for public services – New car sales generate $13 billion annually in state and local tax revenue, funding fire departments and law enforcement, schools, public safety and first responders, roads, parks and other essential services.
Risking climate progress – If options shrink and prices spike, drivers who aren’t ready for an EV or whose lifestyles don’t support one will hold onto older, higher-emission vehicles longer—undermining the very goals the mandate sets out to achieve.
A major infrastructure gap – California needs 1.2 million chargers by 2035 but has just 150,000 today. Renters and those in multi-unit housing, who will have to rely on public charging, will be hit hardest.
Fewer new cars, higher prices – Automakers won’t absorb massive fines—they’ll just reduce shipments. Even traditional hybrids, despite their lower emissions and consumer popularity, don’t count toward the mandate because they aren’t classified as zero-emission vehicles. That means automakers can’t use hybrid sales to meet their targets, further limiting consumer choices. With fewer options, prices will rise across the board—on EVs, hybrids, and gas-powered cars alike. And with EV subsidies uncertain under the current administration and Congress, affordability concerns will only grow, making it even harder for consumers to make the switch.

The CALIBRATE coalition is launching a sustained media campaign to educate Californians on the real-world impact of ACC 2 and to urge regulators and policymakers to calibrate the mandate to reflect market realities.

More information, including an explainer video, can be found at CalibrateCA.org.

ABOUT CNCDA:

For over 100 years, the California New Car Dealers Association has represented California’s franchised new car and truck dealers. CNCDA members are primarily engaged in the retail sale and lease of new and used motor vehicles and provide automotive products, parts, services, and repairs.

In 2024, California’s franchised new car dealers sold more than 1.85 million new cars and trucks, employed more than 138,478 people, paid $8.83 billion in sales tax, and donated $70.75 million to charitable and civic organizations. CNCDA is the Nation’s largest state association of franchised automotive dealers—with nearly 1,200 members— and provides legal compliance and legislative, regulatory, and legal advocacy. READ MORE