EchoPark Launches Largest Brand Awareness Campaign

Sonic Automotive plans a major ad push for its used-only EchoPark channel while opening a new Orlando-area location.

Updated on Nov. 5, 2026 in Buying/Selling

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Sonic Automotive plans to launch its largest brand-awareness ad campaign for EchoPark, its used-only vehicle channel. The company also plans to open a new EchoPark location in the Orlando metro area in December.

Why it matters

EchoPark has shrunk its network from 52 locations in 21 states at the end of 2022 to 18 locations in 10 states at the end of 2025, making a focused awareness push a shift in strategy for the brand. The move reflects an effort to rebuild visibility for a channel that has been pared back.

EchoPark's network fell from 52 locations in 21 states to 18 locations in 10 states between the end of 2022 and the end of 2025. Sonic expects to spend an additional $5 million to $7 million in the fourth quarter on promotion, with total campaign spending of $10 million to $20 million through 2027.

The players

Sonic Automotive

Sonic Automotive is a Charlotte, North Carolina-based auto retailer that operates the EchoPark used-vehicle channel alongside a franchised dealership segment of 108 locations nationwide.

The details

Sonic Automotive, based in Charlotte, North Carolina, operates EchoPark as a used-only channel nearly 12 years old. The company says it is shifting toward larger hub locations equipped for reconditioning while dropping smaller spoke locations, and plans to open two to four more EchoPark locations in 2027.

Dec. 31, 2022: EchoPark network stood at 52 locations in 21 states.
Oct. 29, 2026: Sonic's CFO discussed the awareness campaign on the third-quarter earnings call.
Dec. 31, 2025: EchoPark network reduced to 18 locations in 10 states.
Q4 2026: Sonic plans to spend $5 million to $7 million promoting EchoPark.
December 2026: Planned opening of a new EchoPark location in the Orlando metro area.

Roadmap

Late-model used-car inventory tightened across the industry after new-vehicle production fell during the pandemic, leaving EchoPark short of affordable vehicles up to three years old. The retailer's current pullback and awareness campaign reflect how dealers are adjusting to that lasting supply imbalance.

Shoppers looking for used vehicles may see EchoPark's promotion more widely, though the retailer's smaller network means fewer locations to visit. Buyers in regions where EchoPark has closed spokes will need to check whether a remaining hub is within reach.

The takeaway

Used-car availability remains tied to new-vehicle production, so shoppers comparing dealers should check current inventory of late-model vehicles before deciding where to buy.

What happens next

Sonic plans to spend $5 million to $7 million promoting EchoPark in the fourth quarter of 2026, and it expects to open a new Orlando-area location in December 2026.