Rachel Richards, Sonic Automotive’s first-ever chief marketing officer, is retiring from her role as Sonic CMO, effective Wednesday.

Moving into to that role will be Dino Bernacchi, who is CMO of the retailer’s EchoPark Automotive used-car store program.

Richards joined Sonic in 2006 as vice president of retail strategy. She became CMO in 2014.

Bernacchi joined Sonic as EchoPark’s CMO in October 2021 and recently added responsibilities leading marketing for Sonic’s powersports division.

With this move, Bernacchi will lead marketing for Sonic’s franchise dealership business, EchoPark and Sonic Powersports.

“Rachel’s deep industry knowledge and forward-thinking approach have been instrumental in helping shape Sonic Automotive into what it is today and our ability to develop and maintain a world-class guest experience. We wish her the best as she embarks on an exciting new phase of life with her retirement,” Sonic chairman and CEO David Smith said in a news release.

“Dino hit the ground running when he joined our team in 2021, and we’re excited to see him bring that same enthusiasm and strategic vision to lead our franchise marketing operations,” Smith said.

Sonic president Jeff Dyke added: “Rachel’s strategic vision has made a tremendous impact on our company over the past 18 years, and she’s leaving our team well-positioned for continued marketing strategy execution and success. We are thrilled to have Dino serve as the CMO for our franchise marketing operations and leverage the same creativity and automotive industry knowledge he’s brought to our EchoPark and Powersports teams.”

Zeigler store moves, changes name

In other dealer group news, Zeigler Auto Group said last week that Zeigler Subaru of Merrillville is moving to 6000 Lincoln Highway in Indiana and is changing its name to Zeigler Subaru of Schererville.

The store will have a grand opening at 5 p.m. Monday. Subaru of America president and chief operating offer Jeff Walters is scheduled to attend as is dealer group president and CEO Aaron Zeigler.

“We are very excited to have our newest store in Schererville, one of the best places to live in Indiana. Zeigler Subaru of Schererville has a great location, a great staff, and a beautiful new showroom. We look forward to offering our customers the best service in the business and making this a highly successful store,” Zeigler said in a news release.