14 San Diego Dealer EMPLOYMENT & PAYROLL: $1.1 BILLION Franchised new car dealers serve as one of the region’s largest sources of employment in San Diego County. In addition, 98% of new car dealers provide access to health care benefits for their employees and their families. Most important, the jobs created at the county’s franchised new car dealerships remain in San Diego County, and provide substantial economic benefits for the region as a whole. Dealers employed nearly 13,000 full-time and part-time employees in San Diego County, and employee payrolls reached a record $1.1 billion, an increase of $128 million over last year. Correspondingly, worker’s compensation premiums paid by dealers topped $15 million. TAXES & FEES PAID BY DEALERSHIPS: $1.2 BILLION Annually, San Diego County’s franchised new car dealerships collect and pay hundreds of millions of dollars in taxes and fees, with 2021 reaching $1.2 billion for the first time. These include federal and state payroll taxes, real estate taxes, state sales tax, and numerous state and local. DEALERSHIP ADVERTISING: $120 MILLION Another significant financial contribution to the region’s economy by franchised new car dealers is advertising. Last year dealers spent more than $120 million to advertise their dealerships, which is an increase of $7 million as compared to 2020. Internet advertising led all categories as a percentage of advertising expenditures for the ninth consecutive year. • Full-time employees: 12,348 • Part-time employees: 630 • Payroll: $1,077,628,482 • Worker’s Compensation Premiums Paid: $14,447,160 State Sales Tax: $793,638,468 Federal Payroll Taxes: $276,502,590 State Payroll Taxes: $66,568,698 Real Estate Taxes: $28,129,374 Other Taxes/Fees: $5,386,878 Total: $1,170,226,008 65% Internet 9% TV 8% Radio 8% Mail 6% Other 4% Paper
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