Posted by Admin on Aug 18, 2014
Sonic Automotive to Open Used Car Chain
Article by Christina Rogers, the Wall Street Journal: Sonic Automotive Inc., one of the country’s largest car-dealer companies, will open a chain of preowned-vehicle stores hoping to move on the turf of used-car retailer CarMax Inc. Sonic today will announce the creation of EchoPark stores, with the first dealership opening in Denver this autumn, a few miles from a CarMax store. Like CarMax, EchoPark will provide no-pressure shopping to customers disillusioned with traditional selling techniques. Sonic prices will be set by a central office, rather than each store, eliminating haggling. Customers will deal with one salesperson from start to finish. The EchoPark move comes amid healthy demand for preowned cars, which typically give dealers bigger margins than new cars. Americans bought about 42 million used cars last year, nearly three times as many as new cars. Dealers generated 3.8% in profit last year on the sale of each new car. That was down 5% a decade earlier and far less than the 13% on used cars, according to the National Automobile Dealers Association. EchoPark expects an average selling price of about $17,000. Eventually, it hopes to expand to other U.S. cities, adding one to three major markets a year. Sonic isn’t the first megadealer to take on CarMax, the nation’s largest retailer of used cars, with 135 stores. Lithia Motors Inc. in 2007 opened stand-alone used-car stores but abandoned the strategy the next year in the economic downturn. Asbury Automotive Group Inc., which is smaller than Sonic, also is building a line of stand-alone used-car stores. It opened its first in Tampa, Fla., in June under the Q auto brand. “It’s too big a market and there is too much of an opportunity,” said Sonic’s executive vice president of operations, Jeff Dyke. CarMax sits “in their own world without any competition really,” he said. “We think there is plenty of room for us.” CarMax’s revenue rose 15% in the fiscal year through February to $12.6 billion, selling a half million cars. The company reported an average selling price of $19,408 for used cars and gross profit of more than $2,000 per vehicle. Sonic posted $8.8 billion in 2013 sales. It reported an average of $20,327 in revenue for each used car and a gross profit of $1,402 per vehicle. A CarMax spokeswoman responded to Sonic’s plan by saying that “competition is good for the marketplace.” EchoPark is part of a...
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