EchoPark Automotive Teams Up with Owen Wilson for Its Largest Campaign
EchoPark's new mobile app adds another shopping channel, including visual vehicle search and a service locator.
Sentiment and the balance of points
Rhea-AI Sentiment reads the wording of the document, how positive or negative its language is on a 1 to 5 scale. The balance of points shown with the takes weighs what the document actually discloses, so the two can disagree, for example when a trial that missed its main goal is described in upbeat language.
Rhea-AI Summary
Sonic Automotive (SAH) subsidiary EchoPark Automotive will launch an Owen Wilson advertising campaign on November 8 during NFL broadcasts in its markets.
The campaign is EchoPark's largest single-brand marketing investment to date, with Wilson serving as its new spokesperson. It will run across television, streaming, digital channels and outdoor advertising under the “Every Car, Happy Owner” message. Separately, EchoPark plans to enter Orlando in December 2026, making it the brand's 15th market.
Positive
- Minor point. Forward-looking: it has not happened yet and may not happen.EchoPark plans to enter Orlando in December 2026, expanding into its 15th market.
Negative
- None.
Key Figures
- Campaign launch
- Nov. 8
- During Sunday NFL broadcasts in EchoPark markets
- Brand awareness
- About 15%
- Shoppers who know EchoPark, according to company research
- Consideration increase
- 14X
- After shoppers learned about EchoPark, according to company research
- Research sample
- More than 2,000 consumers
- In-market consumers involved in the research
Historical Context
-
EchoPark revenue and retail used sales grew, but segment income declined.
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Campaign launches Nov. 8 during NFL broadcasts, bringing "Every Car, Happy Owner" to more shoppers
The campaign follows Wilson through the familiar frustrations of buying and selling a car before he discovers EchoPark's approach: quality vehicles, compelling value, and a happier experience. New store advertising features Wilson celebrating grand openings with a confetti cannon, bringing the brand's "Every Car, Happy Owner" promise to new communities.
"The idea of getting a good car at a fair price hits me right here," said Wilson, pointing to his heart. "I've definitely found the car-buying experience stressful in the past. EchoPark is about great cars, at great prices, sold by really great people. So, I'm excited and revved up to bring this campaign to life."
Every EchoPark vehicle undergoes a 190-point inspection, more inspection points than leading national competitors. Vehicles are typically priced up to
Ninety-three percent of EchoPark's customer reviews are five-star, the highest proportion of any national vehicle retailer. That record supports the brand's promise of the Best Car Buying Experience in America. Each guest works with a dedicated Experience Guide throughout the purchase, with clear vehicle pricing and no haggling.
"We have built a brand that delivers outstanding cars, exceptional value, and an experience our guests overwhelmingly recommend," said David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive, EchoPark's parent company. "Now we need more people to know what they're missing."
EchoPark's research shows only about
"Owen gives more people a reason to discover EchoPark. Our job is to make sure they're glad they did," said Jeff Dyke, President of Sonic Automotive. "That means a great car, a fair price, and teammates who make buying easier. That's how we deliver on 'Every Car, Happy Owner.'"
The campaign spans television, streaming, online video, social media, digital display, streaming audio and outdoor advertising, including YouTube, Amazon streaming platforms, paid social and billboards in participating markets. It connects shoppers with EchoPark's inventory and vehicle offers through its website, new mobile app and local stores.
Watch the inflatable salesmen and confetti cannon spots, plus the behind-the-scenes video here.
A new app and a new market
EchoPark's new mobile app brings another way to shop. Its Car Spotter visual search feature lets users photograph a vehicle and find similar options among EchoPark's inventory of over 5,000 vehicles. A service locator connects owners with nearby Sonic Automotive-owned dealerships for service. The app is available through Apple's App Store and Google Play.
EchoPark will enter
Watch the campaign on EchoPark's YouTube and social channels. To find your next car or get an offer for your current vehicle, visit EchoPark.com.
About EchoPark Automotive
EchoPark Automotive, a subsidiary of Sonic Automotive, Inc. (NYSE: SAH), offers high-quality pre-owned vehicles through a guest experience built around compelling value and personal service. Learn more at EchoPark.com.
About Sonic Automotive
For more than 60 years, Sonic Automotive has pursued a purpose of fulfilling dreams, enriching lives and delivering happiness for guests and teammates. Founded in 1966 by Bruton Smith, the Fortune 300 company is led by Chairman and CEO David B. Smith.
More than 11,000 teammates serve guests across 174 automotive and powersports franchises in 146 locations, 90 cities and 20 states, representing 24 automotive and 15 powersports brands. The company has helped more than 7 million guests purchase vehicles, delivered over 40 million service experiences and earned more than 1 million 5-star reviews.
Sonic Automotive was the only automotive and powersports retailer recognized by Newsweek as one of America's Most Trustworthy Companies in 2026. Its mission is to innovate, lead with integrity and create exceptional experiences that inspire confidence, build lifelong relationships and positively impact every life it touches.
Sonic Automotive. Driven By People. Inspired By Purpose. Learn more at www.sonicautomotive.com and ir.sonicautomotive.com.
Press inquiries
Sonic Automotive Media Relations
media.relations@sonicautomotive.com
View original content to download multimedia:https://www.prnewswire.com/news-releases/echopark-automotive-teams-up-with-owen-wilson-for-its-largest-campaign-302931604.html
SOURCE Sonic Automotive
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
When is Sonic Automotive's EchoPark expanding into Orlando?
EchoPark plans to enter Orlando in December 2026. Orlando will be the brand's 15th market, extending its presence into Central Florida.