Automotive Photographer Rates 2026?

[KadeW]

Hey everyone,

I’m currently doing automotive photography for a large automotive group and uploading through vAuto. I’m being paid $12 per vehicle right now and I photograph 170 vehicles a week on average across all our stores I handle all the new for our automotive group and keep inventory at 90%+ all photographed.. When I was hired the VP was very happy to have an experienced in-house photographer willing to cover all the stores.


I want to ask the average rate people pay or charge per vehicle for standard images 25-30 photos a car. When I asked for $12 per car he said “deal” with no hesitation I did mention I want future raises when I gave him the $12 number.


Trying to get a sense of where the market is at right now. Appreciate any feedback! Thanks.

 

[Jeff Kershner]

They were probably spending about that much, maybe a bit more, per vehicle and the photos were most likely average at best (you checked before you applied for the job right?.) To bring it in-house for $12 a vehicle seemed fair enough and most likely is what he had in mind, therefore he was quick to say yes.

On average, that’s $2000 a week before taxes.

Are you sure you have your numbers correct?

You mention this is for “new” vehicles only across multiple stores. No used vehicles are involved?

Where are you located?

 

[Louis Norman III]

If you're manually shooting with a camera and uploading yourself, you should be charging at least $20/vehicle. If you're using an automated software solution, $12 can be more reasonable, but for manual labor in 2026, you're being severely undervalued. These are pre-COVID rates. Dealers know that.

For context, I spent 12 years building Dealer Image Pro alongside the CEO. In the early days, the going rate for in-house or contracted photographers was $28+ per vehicle minimum depending on dealer size, and that was shot on a DSLR with editing included. $12/car was on the low end even then, just for snapping photos. Granted we were always known as a premium, more expensive option.

Inflation is real, and your volume makes this even more significant. 170 vehicles a week at $12 is leaving serious money on the table.

One thing worth mentioning, if you're not already building a new car library, start now. Stock units repeat constantly and you shouldn't be reshooting the same vehicle over and over. It'll save you time and protect your margins when inventory slows down.