Charlotte – November 06, 2026 -- Used-car retailer EchoPark Automotive is putting Owen Wilson at the center of its largest single-brand marketing investment, with the first spots airing Nov. 8 during Sunday NFL broadcasts in EchoPark markets.
The campaign follows Wilson through the usual frustrations of buying and selling a car until he discovers EchoPark's approach. New store advertising shows him celebrating grand openings with a confetti cannon, all under the brand's "Every Car, Happy Owner" promise.
EchoPark claims lower prices and higher trade-in offers
According to the company, every vehicle goes through a 190-point inspection, more inspection points than leading national competitors. Vehicles are typically priced up to $3,000 below the competition, and offers to buy a shopper's current car can run up to $2,000 higher than competing offers.
EchoPark says 93% of its customer reviews are five-star, the highest share of any national vehicle retailer. Each buyer works with a dedicated Experience Guide, with clear pricing and no haggling.
Only about 15% of shoppers know the brand
That awareness gap is what the campaign targets. EchoPark's research shows that after shoppers learn about its quality, value and guest experience, their consideration jumps 14X. A study of more than 2,000 in-market consumers also found positive responses to the message, the offering and Wilson as spokesperson.
"Owen gives more people a reason to discover EchoPark," said Jeff Dyke, President of Sonic Automotive, EchoPark's parent company.
The campaign runs across television, streaming, online video, social media, digital display, streaming audio and outdoor advertising. That includes YouTube, Amazon streaming platforms, paid social and billboards in participating markets.
A new app lets shoppers search by photo
EchoPark's new mobile app includes a Car Spotter visual search feature. Users photograph a vehicle and see similar options from an inventory of more than 5,000 vehicles. A service locator connects owners with nearby Sonic Automotive-owned dealerships. The app is available on Apple's App Store and Google Play.
Orlando becomes the 15th market this December
EchoPark will open in Orlando this December, bringing the brand to Central Florida. It 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.