STURGIS, S.D. — Sonic Powersports shattered sales records during the 85th Sturgis Motorcycle Rally, with more than 1,100 motorcycles sold across its five Harley-Davidson dealerships in the Black Hills.
The Charlotte, N.C.-based Sonic Automotive, one of the nation’s largest automotive and powersports retailers, said its flagship Black Hills Harley-Davidson in Rapid City again ranked as the top Harley-Davidson dealership in the United States for combined new and used motorcycle sales. The company’s newly opened Sturgis Harley-Davidson also had a strong debut, finishing second nationally behind only its sister store.
“The Sturgis Motorcycle Rally isn’t just the largest rally in America, it’s one of the country’s most iconic annual events,” Sonic Automotive CEO David B. Smith said in a release. “Our Sonic Powersports team delivered an all-time record performance and cemented Black Hills Harley-Davidson as the No. 1 dealership in America.”
Rally highlights included:
- More than 1,100 motorcycles sold across the Black Hills region
- Four days with more than 100 bike sales each
- A single-day record of 135 motorcycles sold, surpassing the previous high of 86
- Sales registered in all 50 states
- More than 500 employees on site to serve riders
The company also introduced new rider experiences, including a commemorative rally motorcycle, a multi-store ride route, and the launch of the “85th Founders Club” to recognize loyal customers.
Jeff Dyke, president of Sonic Automotive, said the results exceeded expectations. “Selling more than 1,100 bikes and seeing the energy across all five dealerships was something special, and we’re only getting started,” he said.
The South Dakota Department of Transportation reported more than 537,000 vehicles entered Sturgis during the 10-day rally, an 11 percent increase over the five-year average and the highest total since 2014, excluding the 75th anniversary. Attendance is estimated to have surpassed 800,000 people.
Harley-Davidson leadership praised Sonic’s performance. “From sales and service to rider engagement and execution, this team delivered at the highest level,” Jonathan Root, the company’s chief financial officer, said.
Sonic Powersports plans to expand its presence at the 86th Sturgis Rally next year.
For more information, visit sonicpowersports.com, sturgishd.com and blackhillshd.com.
