Sonic Automotive Stock Price, News & Analysis
Company Description
Sonic Automotive, Inc. (NYSE: SAH) is described as one of the nation’s largest automotive and powersports retailers and a Fortune 500 / Fortune 300 company based in Charlotte, North Carolina. The company is associated with the new car dealers industry within the broader retail trade sector and presents itself as a diversified automotive retail and service brand in the United States.
According to its public statements, Sonic Automotive is "on a quest to become the most valuable diversified automotive retail and service brand in America." The company emphasizes a culture that "thrives on creating, innovating, and providing industry-leading guest experiences," which it links to strategic investments in technology, teammates, and ideas. These investments are framed as supporting vehicle ownership goals, enriching lives, and delivering happiness to guests and teammates.
Business focus and segments
Sonic Automotive identifies itself as one of the largest automotive retailers in America and also one of the largest powersports retailers in the country. Company communications consistently reference three primary operating areas, often described as Franchised Dealerships, the EchoPark segment, and the Powersports segment. These segments are highlighted in the company’s earnings releases and related commentary.
The Franchised Dealerships segment is associated with new and used vehicle retailing, as well as what Sonic refers to as "fixed operations" and finance and insurance (F&I) activities. In its earnings commentary, Sonic notes that fixed operations gross profit and F&I gross profit together account for a substantial portion of total gross profit mix in this segment. The company also discusses same-store performance metrics in areas such as retail new and used vehicle unit sales, parts, service and collision repair, and F&I gross profit.
The EchoPark Automotive segment is described in company materials as "one of the most comprehensive retailers of nearly new pre-owned vehicles in America." EchoPark is characterized as using a "unique business model" and a "technology-enabled sales" approach, with a "personalized and proven guest-centric buying process." Sonic states that EchoPark focuses on nearly new pre-owned vehicles and cites recognition such as a Consumer Satisfaction Award from DealerRater and positioning among national pre-owned vehicle retailers in products, sales, and service.
The Powersports segment is highlighted in Sonic’s news releases in connection with motorcycle retailing and related activities. Sonic reports record results for its powersports operations in certain periods and references investments in modernizing inventory management and marketing processes. The company also notes its presence in the Harley-Davidson ecosystem through multiple dealerships in the Black Hills region and an all-new Sturgis Harley-Davidson dealership in downtown Sturgis, South Dakota.
Geographic footprint and brand emphasis
Public information about Sonic Automotive’s footprint includes references to a national presence across automotive and powersports franchises. In one release, the company states that, including a set of newly acquired Jaguar Land Rover and Land Rover dealerships in California, Sonic’s footprint encompasses 177 automotive and powersports franchises at 125 locations, along with 18 EchoPark Automotive locations nationwide. These figures are presented in the context of specific transactions and may evolve over time.
Sonic Automotive also highlights its role in the luxury segment, particularly through Jaguar Land Rover. Following the acquisition of four Jaguar Land Rover dealerships in California, Sonic states that it has become the largest Jaguar Land Rover retail ownership group in the United States by volume for a specified period. The company describes this as a major step in deepening its presence in a highly competitive luxury automotive market.
Corporate positioning and culture
Across multiple news releases, Sonic Automotive emphasizes a corporate culture focused on guest experience and teammate engagement. The company describes itself as investing in "new platforms, programs, and people" to drive what it calls the next generation of automotive and powersports experiences. It also repeatedly references a commitment to "expansive growth" and "progressive measures" to be a leader in its categories.
Sonic’s communications frequently mention its use of non-GAAP financial measures such as adjusted net income, adjusted earnings per diluted share, adjusted SG&A as a percentage of gross profit, adjusted segment income, and adjusted EBITDA. The company states that it provides reconciliations of these non-GAAP measures to the most directly comparable GAAP measures and that it believes these metrics improve the transparency and meaningfulness of its financial disclosures.
EchoPark Automotive positioning
EchoPark Automotive is presented as a key part of Sonic’s strategy in the pre-owned vehicle market. The company describes EchoPark as offering a "best-in-class shopping experience" and employing "one of the most innovative technology-enabled sales strategies" in its industry. EchoPark’s mission is summarized by the phrase "Every Car, Happy Owner," which Sonic identifies as a core differentiator in the guest experience. Sonic also notes that EchoPark has been recognized by consumers and third-party platforms for satisfaction and value.
Powersports and Harley-Davidson presence
Sonic Automotive’s powersports activities receive specific attention in its news flow. The company reports record-breaking performance at the Sturgis Motorcycle Rally across its Harley-Davidson dealerships in the Black Hills region, including Black Hills Harley-Davidson and the Sturgis Harley-Davidson dealership. Sonic highlights high motorcycle sales volumes, parts and service activity, and rider engagement at this event, and frames these results as evidence of momentum in its powersports segment.
The company also notes that Harley-Davidson awarded Sonic an additional retail franchise point in Sturgis, enabling motorcycle sales in downtown Sturgis for the first time in the rally’s history. Sonic describes the Sturgis Harley-Davidson dealership as being at the center of motorcycle culture and references programs such as a Founders Club for early buyers and rally-focused experiences for riders.
Public company status and regulatory reporting
Sonic Automotive is a Delaware corporation with its common stock listed on the New York Stock Exchange under the symbol SAH. The company files periodic and current reports with the U.S. Securities and Exchange Commission (SEC). Recent Form 8-K filings describe the release of quarterly financial results and the announcement of cash dividends. These filings state that related earnings press releases and presentation materials are furnished as exhibits and clarify that such information is not deemed filed for purposes of certain Exchange Act provisions.
Investor focus areas
From its earnings releases and commentary, Sonic highlights several recurring themes of interest to investors and analysts:
- Performance of the Franchised Dealerships segment across new vehicles, used vehicles, wholesale vehicles, parts, service and collision repair, and finance and insurance.
- Growth and profitability trends in the EchoPark segment, including segment income and adjusted EBITDA.
- Progress in the Powersports segment, including revenue, gross profit, and the impact of investments in inventory management and marketing.
- Capital allocation decisions, such as acquisitions of dealerships, dividend approvals, and liquidity levels.
These topics are discussed in detail in the company’s quarterly earnings releases, which include consolidated and segment-level financial data, as well as commentary from senior management.
Frequently Asked Questions (FAQ)
- What does Sonic Automotive, Inc. do?
Sonic Automotive, Inc. is described as one of the nation’s largest automotive and powersports retailers. It operates franchised dealerships, a nearly new pre-owned vehicle platform under the EchoPark brand, and a powersports segment that includes Harley-Davidson dealerships. - Where is Sonic Automotive headquartered?
Company disclosures state that Sonic Automotive is based in Charlotte, North Carolina. - On which exchange does Sonic Automotive trade and what is its ticker symbol?
Sonic Automotive’s common stock trades on the New York Stock Exchange under the symbol SAH. - How does Sonic Automotive describe its business objective?
Sonic states that it is on a quest to become the most valuable diversified automotive retail and service brand in America, with a focus on guest experience, technology investment, and teammate development. - What is EchoPark Automotive?
EchoPark Automotive is a segment of Sonic Automotive that focuses on nearly new pre-owned vehicles. It is described as one of the most comprehensive retailers in this category in America, with a technology-enabled, guest-centric sales approach and a mission summarized as "Every Car, Happy Owner." - What is Sonic Automotive’s role in the Jaguar Land Rover market?
Following the acquisition of four Jaguar Land Rover and Land Rover dealerships in California, Sonic states that it has become the largest Jaguar Land Rover retail ownership group in the United States by volume for a specified calendar year. - How is Sonic Automotive involved in powersports?
Sonic operates a powersports segment that includes multiple Harley-Davidson dealerships in the Black Hills region and an all-new Sturgis Harley-Davidson dealership in downtown Sturgis, South Dakota. The company reports record performance at the Sturgis Motorcycle Rally and emphasizes rider engagement and event-based initiatives. - Does Sonic Automotive pay dividends?
Recent earnings releases and related Form 8-K filings indicate that Sonic’s Board of Directors has approved quarterly cash dividends, with specific per-share amounts and payment dates disclosed in those documents. - What financial measures does Sonic Automotive highlight?
Sonic discusses both GAAP and non-GAAP financial measures, including adjusted net income, adjusted earnings per diluted share, adjusted SG&A as a percentage of gross profit, adjusted segment income, and adjusted EBITDA. The company states that it provides reconciliations to the most directly comparable GAAP measures. - How does Sonic Automotive describe its company culture?
Sonic characterizes its culture as one that thrives on creating and innovating, with an emphasis on guest experiences and investments in technology, teammates, and ideas that support ownership goals and enhance satisfaction for guests and employees.
Stock Performance
Sonic Automotive (SAH) stock last traded at $60.97, up 0.69% from the previous close. Over the past 12 months, the stock has gained 0.4%, ranking #1,157 in 52-week price change. At a market capitalization of $2.0B, SAH is classified as a mid-cap stock with approximately 33.5M shares outstanding.
Latest News
Sonic Automotive has 10 recent news articles. Of the recent coverage, 4 articles coincided with positive price movement and 6 with negative movement. Key topics include earnings. View all SAH news →
SEC Filings
Sonic Automotive has filed 5 recent SEC filings, including 1 Form 4, 1 Form DEF 14A, 1 Form ARS, 1 Form 10-K. The most recent filing was submitted on March 6, 2026. SEC filings provide transparency into a company's financial condition, material events, and regulatory compliance. View all SAH SEC filings →
Insider Radar
Insider buying activity at Sonic Automotive over the past 90 days may reflect management confidence in the company's direction. Institutional investors and analysts often monitor insider purchases as a potential bullish indicator for the stock.
Financial Highlights
Sonic Automotive generated $15.2B in revenue over the trailing twelve months, retaining a 15.7% gross margin, operating income reached $367.5M (2.4% operating margin), and net income was $118.7M, reflecting a 0.8% net profit margin. Diluted earnings per share stood at $3.42. The company generated $567.4M in operating cash flow. With a current ratio of 1.09, the company maintains adequate short-term liquidity.
Upcoming Events
Quarterly cash dividend payment
Sonic Automotive has 1 upcoming scheduled event. The next event, "Quarterly cash dividend payment", is scheduled for April 15, 2026 (in 26 days). 1 of the upcoming events are financial in nature, such as earnings calls or quarterly results. Investors can track these dates to stay informed about potential catalysts that may affect the SAH stock price.
Short Interest History
Short interest in Sonic Automotive (SAH) currently stands at 1.9 million shares, up 4.8% from the previous reporting period, representing 14.1% of the float. Over the past 12 months, short interest has increased by 39.5%. This moderate level of short interest indicates notable bearish positioning. With 11.6 days to cover, it would take significant time for short sellers to close their positions based on average trading volume.
Days to Cover History
Days to cover for Sonic Automotive (SAH) currently stands at 11.6 days. This elevated days-to-cover ratio indicates it would take over two weeks of average trading volume for short sellers to exit their positions, suggesting potential for a short squeeze if positive news emerges. The days to cover has increased 157% over the past year, indicating either rising short interest or declining trading volume. The ratio has shown significant volatility over the period, ranging from 3.8 to 13.8 days.
SAH Company Profile & Sector Positioning
Sonic Automotive (SAH) operates in the Auto & Truck Dealerships industry within the broader Retail-auto Dealers & Gasoline Stations sector and is listed on the NYSE. Among dividend-paying stocks, SAH ranks #932 by dividend yield. In monthly performance, the stock ranks #439 among all tracked companies.
Investors comparing SAH often look at related companies in the same sector, including Driven Brands Holdings Inc. (DRVN), OPENLANE Inc. (KAR), Asbury Automotive Group Inc (ABG), Rush Enterprises Inc (RUSHB), and Rush Enterprises Inc (RUSHA). Comparing financial metrics, valuation ratios, and stock performance across these peers can help investors evaluate SAH's relative position within its industry.