Marti EulbergDirector, Brand ManagementSonic Automotive

EchoPark Automotive. 10-14-15

Automotive News Best Dealerships to

Work at…

What I learned about

retailing during my trek

across the United States

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The Research.

The Road Traveled…..

11 STATES

21 CITIES

15,377 MILES

30 MYSTERY SHOPS

70 HOURS OF VIDEO

30 SALES PEOPLE

ONLY 3 FOLLOW- UPS…

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Mystery Shop Research

• Research confirmed time and again, what we believed

we knew about the business when we started.

• It confirmed that it is high time for this business

to evolve.

• No industry can expect to operate unchanged

decade after decade in the modern world.

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What Customer’s Want

• Find their vehicle match

• Know that they have made a good choice when

buying a vehicle, selling their vehicle or servicing

their vehicle in an open and transparent way

• To be a happy owner throughout the journey

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Consumer Pain Points

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What is the real challenge?

1. Building an automotive business that bears little

resemblance to the familiar conventions of the category.

2. Designing the EchoPark customer experience from the

ground up for the needs of the modern retail consumer.

3. Every last detail, from architecture of our stores, to the

technology that enables guests to self-guide their

journey, is an exciting yet unfamiliar leap away from what

consumers expect from the automotive category.

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Experience Guide Technology (iPads)

• Tends to dissolve competitive barrier between Guest and Guide

• Tangible tool of openness and transparency

• Draws the guest into the process

• Displays information perceived as highly credible

• Speeds up information sharing

• Minimalizes the need for back and forth interaction with other personnel

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Customer Experience

EchoPark is turning guests into happy owners through

a customer experience that is:

• Enjoyable

• Empowering

• Easy

• Open

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