Sonic Automotive Announces Retirement of Rachel Richards and Promotion of Dino Bernacchi to Chief Marketing Officer

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Sonic Automotive, Inc. announced the retirement of Rachel Richards, the Chief Marketing Officer, after a distinguished 40-year career in the automotive industry. Dino Bernacchi will succeed her effective May 1, 2024. Richards played a pivotal role in strategic planning and operational leadership, while Bernacchi is an industry veteran with significant marketing experience. The company expresses gratitude to Richards and excitement for Bernacchi's leadership.

Positive

• Dino Bernacchi's promotion to Chief Marketing Officer brings a wealth of experience to Sonic Automotive's marketing operations.

• Rachel Richards' retirement marks the end of a distinguished 40-year career in the automotive industry, leaving the company well-positioned for continued success.

• Sonic Automotive acknowledges Richards' significant contributions to the company's strategic planning and operational leadership over almost two decades.

Negative

• The retirement of Rachel Richards may lead to a transition period for Sonic Automotive as the new Chief Marketing Officer, Dino Bernacchi, takes on his role effectively.

Rachel Richards Retires After a Distinguished 40-Year Career in the Automotive Industry

CHARLOTTE, N.C.--(BUSINESS WIRE)-- Sonic Automotive, Inc. (“Sonic’’ or the “Company”) (NYSE:SAH), a Fortune 500 Company and one of the nation’s largest automotive and powersports retailers, today announced the retirement of Rachel Richards as the company’s Chief Marketing Officer (CMO). Dino Bernacchi will be promoted to Chief Marketing Officer of the company effective May 1, 2024.

Rachel Richards, Sonic Automotive, Inc. (Photo: Business Wire)

Rachel Richards joined Sonic Automotive in 2006 as the company’s Vice President of Retail Strategy and became the company’s first Chief Marketing Officer in 2014. Rachel has been a pivotal member of the executive team for almost two decades, spearheading Sonic Automotive’s strategic planning process and having operational leadership responsibility for traffic management, business application development, website management, brand marketing, guest experience and loyalty, and digital and social media marketing. In addition to successfully navigating the company through the advertising industry revolution of traditional to digital marketing, she was the strategic creator and operational owner of Sonic Automotive’s Guest Experience Center, handling inbound and outbound guest communications via digital transformation. In addition to her many operational and strategic contributions, Rachel’s passion for and commitment to developing others was present throughout her career, most recently having served as the executive sponsor of the company’s Women’s Leadership Program when it launched in 2022.

Dino Bernacchi will replace Richards upon her retirement. Bernacchi joined the company in October 2021 as the Chief Marketing Officer for EchoPark Automotive. In his position with EchoPark Automotive, Bernacchi elevated the company’s brand positioning, marketing efficiencies, and effectiveness, which led the team to receive a YouTube Excellence Award in 2023 for best-in-class search and brand lift based on the company’s new creative and branding approach which resulted in a 92% growth in brand search. Most recently, his responsibilities expanded to include marketing strategy and execution for the company’s newly launched Powersports division. Bernacchi is an automotive industry veteran, having spent most of his career with retailers such as General Motors, Mazda, and Harley-Davidson, managing every facet of marketing, including but not limited to local market retail digital marketing and advertising, e-commerce, customer relationship management, sponsorships, entertainment marketing, customer call centers, traditional advertising, research, analytics, and non-traditional marketing efforts. Upon this promotion, Bernacchi assumes responsibility for Sonic Automotive’s franchise dealership marketing and retains marketing responsibility for EchoPark Automotive and Sonic Powersports.

“Rachel’s deep industry knowledge and forward-thinking approach have been instrumental in helping shape Sonic Automotive into what it is today and our ability to develop and maintain a world-class guest experience. We wish her the best as she embarks on an exciting new phase of life with her retirement,” said David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive. “Dino hit the ground running when he joined our team in 2021, and we’re excited to see him bring that same enthusiasm and strategic vision to lead our franchise marketing operations.”

“Rachel’s strategic vision has made a tremendous impact on our company over the past 18 years, and she’s leaving our team well-positioned for continued marketing strategy execution and success,” said Jeff Dyke, President of Sonic Automotive. “We are thrilled to have Dino serve as the CMO for our franchise marketing operations and leverage the same creativity and automotive industry knowledge he’s brought to our EchoPark and Powersports teams.”

About Sonic Automotive

Sonic Automotive, Inc., a Fortune 500 company based in Charlotte, North Carolina, is on a quest to become the most valuable diversified automotive retail and service brand in America. Our Company culture thrives on creating, innovating, and providing industry-leading guest experiences, driven by strategic investments in technology, teammates, and ideas that ultimately fulfill ownership dreams, enrich lives, and deliver happiness to our guests and teammates. As one of the largest automotive and powersports retailers in America, we are committed to delivering on this goal while pursuing expansive growth and taking progressive measures to be the leader in these categories. Our new platforms, programs, and people are set to drive the next generation of automotive and powersports experiences. More information about Sonic Automotive can be found at sonicautomotive.com and ir.sonicautomotive.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240430693488/en/

Sonic Automotive Investor Inquiries

Heath Byrd, Executive Vice President and Chief Financial Officer

Danny Wieland, Vice President, Investor Relations

ir@sonicautomotive.com

Sonic Automotive Press Inquiries

Sonic Automotive Media Relations

media.relations@sonicautomotive.com

Source: Sonic Automotive, Inc.

FAQ

Who is succeeding Rachel Richards as the Chief Marketing Officer of Sonic Automotive?

Dino Bernacchi will succeed Rachel Richards as the Chief Marketing Officer effective May 1, 2024.

What is the stock symbol of Sonic Automotive?

The stock symbol of Sonic Automotive is SAH.

What are some of Rachel Richards' operational responsibilities during her tenure at Sonic Automotive?

Rachel Richards handled traffic management, business application development, website management, brand marketing, guest experience and loyalty, and digital and social media marketing.

What award did EchoPark Automotive receive under Dino Bernacchi's marketing leadership?

EchoPark Automotive received a YouTube Excellence Award in 2023 for best-in-class search and brand lift.

What industry experience does Dino Bernacchi bring to Sonic Automotive?

Dino Bernacchi has significant experience in marketing from roles at General Motors, Mazda, and Harley-Davidson, managing various aspects of marketing.

What is Sonic Automotive's goal for the future?

Sonic Automotive aims to become the most valuable diversified automotive retail and service brand in America.