Rachel Richards, Sonic Automotive's first chief marketing officer, will step down as Sonic CMO effective Wednesday.
The role will be filled by Dino Bernacchi, chief marketing officer of the company's used car dealership, Echo Park Automotive Program.
Richards joined Sonic in 2006 as vice president of retail strategy. She became her CMO in 2014.
Bernacchi joined Sonic in October 2021 as CMO of EchoPark and recently added responsibility for leading marketing for Sonic's powersports division.
With this move, Mr. Bernacchi will lead marketing for Sonic's franchised dealership operations, Echo Park and Sonic Power Sports.
“Rachel's deep industry knowledge and forward-thinking approach have shaped Sonic Automotive into what it is today, contributing to our ability to develop and maintain a world-class guest experience.” Sonic Chairman and Chief Executive Officer “We wish her all the best as she retires and embarks on an exciting new phase in her life,” CEO David Smith said in a news release.
“Dino joined our team in 2021 and hit the ground running, and we look forward to watching him lead our franchise marketing operations with the same enthusiasm and strategic vision.” said Smith.
Sonic President Jeff Dyke added: “Rachel's strategic vision has had a tremendous impact on our company over the past 18 years, and she has positioned our team well for the continued execution and success of our marketing strategy. We are excited to have Dino serve as CMO of our franchise marketing operations and bring the same creativity and automotive industry knowledge he brings to our Echo Park and Powersports teams.”
Zeigler store relocation, name change
In other dealer group news, Zeigler Auto Group announced last week that Zeigler Subaru of Merrillville will move to 6000 Lincoln Highway, Indiana and change its name to Zeigler Subaru of Schillerville.
The store will have a grand opening Monday at 5 p.m. Subaru of America President and Chief Operating Officer Jeff Walters is scheduled to attend, as is Aaron Zeigler, Dealer Group President and CEO.
“We are excited to open our newest store in Schillerville, one of the best places to live in Indiana. Zeigler Subaru of Schillerville has a great location, great staff, and a beautiful new showroom. We look forward to providing our customers with the best service in the industry and making this store a huge success,” Zeigler said in a news release.
