How Are Massachusetts Car Dealers Responding to the New Wage Law?


Car dealerships operate in a highly competitive industry where every penny counts. One major expense for them is employee wages. Massachusetts has recently implemented a new wage law that has sent shockwaves through the state. In this article, we will explore what the new wage law entails and how Massachusetts car dealers are responding to it.

What is the New Wage Law?

The new wage law in Massachusetts, which came into effect on January 1, 2021, increases the minimum wage for non-tipped employees to $13.50 per hour. Tipped employees will see their minimum wage go up to $5.55 per hour. The law also includes provisions for paid family and medical leave, which allows employees to take up to 12 weeks of paid leave for family or medical reasons. Car dealerships in Massachusetts are now required to pay their employees a minimum wage that is in line with this new law.

How Are Car Dealerships Responding to the Wage Law?

Car dealerships in Massachusetts are taking different approaches to respond to the new wage law. Here are some of the most common strategies:

1. Increasing Prices

One way car dealerships can offset the increased wage expenses is by increasing the prices of their cars. This strategy, however, is risky because it could drive customers away. In a highly competitive market, even a small price increase could make a huge difference in sales. Therefore, car dealerships need to carefully consider the impact of price increases on their bottom line.

2. Reducing Employee Hours

Another option for car dealerships is to reduce employee hours. By doing so, they can reduce the amount of money they need to pay in wages. However, this strategy could lead to unproductive employees who might be demoralized by the reduced work hours. It could also lead to staffing shortages during peak periods.

3. Implementing Automation

Car dealerships are increasingly implementing automation to reduce labor costs. For instance, they are using customer-facing online interfaces to market their cars and attract customers. Additionally, they are using automated systems to handle tasks that would have been done manually in the past. While automation can reduce labor costs, it requires significant investment, which may not be feasible for some car dealerships.

4. Outsourcing

Car dealerships that are struggling with the new wage law are opting to outsource some of their tasks to third-party providers. For instance, they are outsourcing their payroll management, accounting, and marketing tasks to third-party vendors. By doing so, they can free up their internal resources to focus on sales.

5. Leaning on Technology

Finally, car dealerships are leaning on technology to streamline their operations and reduce costs. For example, they are using analytics tools to optimize their digital marketing campaigns and improve their sales. They are also using customer relationship management (CRM) software to better manage their customer interactions. These technologies not only drive down costs but also improve the efficiency of the car dealership.


The new wage law has significantly impacted Massachusetts car dealerships. These businesses are now required to pay their employees a minimum wage that is in line with the new law. There are different strategies that car dealerships can use to respond to the new wage law, but they need to carefully consider the short-term and long-term implications of each strategy. The key is to find a balance between managing costs and ensuring that the business remains competitive in this industry.

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