STURGIS, S.D. — July 22, 2025 — For the first time in Sturgis Motorcycle Rally history, rallygoers will have the opportunity to purchase or win one of 26 exclusive Sturgis Edition Harley-Davidson motorcycles—part of a sweeping regional celebration by Sonic Automotive that includes the first-ever dealership located directly in downtown Sturgis.
The new Sturgis Harley-Davidson, located at 1040 Junction Ave., anchors Sonic Powersports’ footprint in the Black Hills with a limited-edition release of the 2025 Low Rider S. The custom bike is a tribute to the iconic 1991 FXDB Sturgis, with an all-black frame, orange pinstriping, and rally-inspired paint scheme designed to capture the spirit of the Black Hills and its legendary riders.
“There’s no better place on Earth to give away a bike like this than Sturgis,” said Mike Maloney, operations and rally manager for Black Hills Harley-Davidson. “This rally means something personal to riders around the world, and now they have a shot at riding home on a piece of history.”
Ride To Win Challenge Encourages Regional Rally Rides
Sonic Powersports, a subsidiary of Sonic Automotive (NYSE: SAH), is inviting riders to participate in the “Ride To Win Challenge,” a region-wide route from August 1-10 that connects all five of its Harley-Davidson dealerships in Sturgis, Rapid City, Hill City, Deadwood, and Wall.
Riders who visit each location earn entries into the drawing for the limited-edition motorcycle, as well as other prizes. One of the bikes has already been awarded to a NASCAR Cup Series winner at EchoPark Speedway, and only a handful remain for sale or prize.
First 85 Buyers Join Sturgis Founders Club
To commemorate the 85th annual rally, the Sturgis dealership is also unveiling the Sturgis Founders Club, an exclusive honor for the first 85 individuals to purchase a Harley-Davidson motorcycle from the new location during Rally Week.
Founders Club members will receive:
- A custom-engraved challenge coin and exclusive patch
- VIP access to a private tent and hospitality area on-site
- Their name etched into a permanent plaque in the Sturgis Hall of Fame
“This experience is about creating unforgettable moments for people who live to ride,” said Sonic Automotive CEO David B. Smith. “For the 85th Rally, we plan to do just that.”
Unified Black Hills Experience Across Five Dealerships
As hundreds of thousands of motorcycle enthusiasts descend upon the Black Hills of South Dakota, each Sonic-owned Harley-Davidson location will feature exclusive rally gear, bike demos, daily meetups, and chances to win one of the limited-edition motorcycles.
Participating dealerships include:
- Sturgis Harley-Davidson, 1040 Junction Ave., Sturgis
- Black Hills Harley-Davidson, 2820 Harley Dr., Rapid City
- Hill City Harley-Davidson, 261 Main St., Hill City
- Deadwood Harley-Davidson, 681 Main St., Deadwood
- Badlands Harley-Davidson, 601 Main St., Wall
For full details and a route map of the Ride To Win Challenge, visit www.sturgishd.com or follow @sturgisharleydavidson on Instagram.
