A new era begins as EchoPark Automotive brings a fresh name and fan experience to one of Georgia’s most iconic racing venues.
Atlanta’s engines are revving under a new name, and the energy is undeniable. The legendary Atlanta Motor Speedway, a fixture of Southern racing culture for over six decades, just got a new identity. Say hello to EchoPark Speedway.
In a major announcement made with Georgia Governor Brian Kemp, Speedway Motorsports and EchoPark Automotive introduced their new seven-year, multi-million-dollar partnership. The result is a fresh title for one of the South’s most iconic tracks, a venue that has hosted unforgettable racing moments since 1960.
If you’ve ever cruised through Hampton, Georgia, you’ve probably seen the massive arena that is Atlanta Motor Speedway. For fans of NASCAR Atlanta, it’s a sacred ground where motorsport legends have raced and where the community has gathered for everything from adrenaline-pumping races to local events.
But now, the story continues with a new name. The transition to EchoPark Speedway marks more than just a change in letters on a sign. It signals a shift in focus toward innovation, elevated fan experiences, and deeper community connections.
So who is EchoPark Automotive, and why does this matter?
EchoPark is a rapidly growing automotive retailer known for its high-quality pre-owned vehicles and customer-first service model. With 17 locations in 13 different markets, including Georgia, Tennessee, and Alabama, EchoPark has built a name for itself in the car-buying space. It is part of Sonic Automotive, a Fortune 300 company, which makes this partnership with Speedway Motorsports even more significant.
“This partnership allows us to share the value of the exceptional EchoPark car-buying experience with more guests in Atlanta and the surrounding area who enjoy the excitement of NASCAR racing,” said David B. Smith, Chairman and CEO of Sonic Automotive.
This announcement is more than a sponsorship. According to Marcus Smith, President and CEO of Speedway Motorsports, it’s about shared values.
“We’re thrilled to partner with an innovative, customer-focused company like EchoPark Automotive,” Smith said. “We know that together we’ll elevate our fan experience to a new level unmatched for Southern hospitality.”
Translation: EchoPark plans to do more than slap its logo on the walls. Expect more interactive fan zones, upgraded hospitality options, and even greater access to exclusive race-day experiences. From pre-race showcases to curated vehicle displays, the rebrand is about bringing racing fans into the EchoPark lifestyle.
And don’t worry. The racing tradition that made the Atlanta Motor Speedway a legend is still alive and well. The track continues to host two major NASCAR Cup Series races each year, including the Quaker State 400, which returns June 28 under the new EchoPark Speedway name.
For fans in the 18 to 49 age group, this partnership is especially timely. This demographic craves experiences over products, and EchoPark’s vision fits perfectly into that mindset. It’s about creating a space where car lovers, thrill seekers, and racing newbies can all feel at home.
There’s also a major digital play happening. EchoPark and Speedway Motorsports know that fans live on social media, and part of the rebrand will include content made for Instagram, TikTok, and YouTube. Behind-the-scenes footage, car showcases, and event recaps are likely to become part of the weekly scroll for racing fans and EchoPark shoppers alike.
If you’re someone who has fond memories of attending the Speedway as a kid, or if you’ve always wanted to experience a NASCAR race but never made the time, now might be the perfect moment. The EchoPark era aims to blend tradition with innovation, creating a more engaging and accessible atmosphere for everyone.
It’s not every day that a 66-year-old racing institution gets a makeover. But EchoPark Speedway is proving that age doesn’t define energy. Whether you’re a longtime racing loyalist or someone who just wants to catch some action on a sunny Georgia afternoon, this new chapter welcomes all.
So the next time someone brings up Atlanta Motor Speedway, you’ll be ready with the scoop. It’s now EchoPark Speedway, and it’s ready to drive into the future at full throttle.
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