Campaign launches Nov. 8 during NFL broadcasts, bringing "Every Car, Happy Owner" to more shoppers

CHARLOTTE, N.C., Nov. 6, 2026 /PRNewswire/ -- EchoPark Automotive is teaming up with Owen Wilson as its new spokesperson for the largest single-brand marketing investment in its history, launching Nov. 8 during Sunday NFL broadcasts in EchoPark markets.

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 $3,000 below the competition, while offers to purchase guests' cars can be up to $2,000 higher than competing offers.

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 15% of shoppers know the brand. After learning about its quality, value, and guest experience, shoppers show a 14X increase in consideration, putting EchoPark among the top retail brands they would choose for their next vehicle purchase. Research involving more than 2,000 in-market consumers also found positive responses to EchoPark's message, offering, and Wilson as spokesperson.

"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 Orlando this December, its 15th market, bringing its quality, value, and guest experience to Central Florida. The brand currently serves Atlanta, Birmingham, Charlotte, Colorado Springs, Dallas, Denver, Houston, Las Vegas, Nashville, Phoenix, Raleigh, Sacramento, San Antonio and St. Louis, with two locations each in Denver, Houston and San Antonio.

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

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SOURCE Sonic Automotive