Sonic Automotive, Inc., one of the nation’s largest automotive and powersports retailers, announced a significant expansion of its Sonic Powersports division through the acquisition of five new Harley-Davidson dealerships across California, Florida, Georgia and North Carolina. Sonic’s expansion secures its dominance as a top-tier powersports innovator, strengthening its presence in some of the country’s most active riding markets and bringing its rider-first approach to more Harley-Davidson customers.
This expansion reflects Sonic Automotive’s disciplined growth strategy and rising momentum across the business. Sonic operates 173 automotive and powersports franchises at 145 locations, including 18 EchoPark Automotive locations nationwide. In its fourth quarter and full year 2025 earnings report, the company reported all-time record annual revenue of $15.2 billion and record gross profit of $2.4 billion, while its Powersports segment delivered record annual revenue of $202.9 million and record annual adjusted EBITDA of $11.5 million. Together, those results underscore the strength of Sonic’s financial foundation and its continued confidence in strategic expansion.
“This acquisition represents a pivotal step in our long-term growth plan for Sonic Automotive, extending our reach within the high-growth powersports business and further diversifying our business portfolio,” said David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive. “Our proven ability to integrate and scale operations, coupled with our relentless focus on leveraging Sonic Automotive’s processes, people, and cutting-edge technology to deliver an exceptional customer experience across all our platforms, forms a foundational piece of our success.”
Sonic Powersports has already established a strong foundation across its Harley-Davidson network, operating two of the most iconic Harley-Davidson destinations in the world, Black Hills Harley-Davidson and Sturgis Harley-Davidson. During the 85th Sturgis Motorcycle Rally, the location set a record with more than 1,100 motorcycles sold and welcomed riders from all 50 states, underscoring Sonic’s ability to serve the Harley-Davidson community at scale while still delivering a local, rider-first experience.
“Harley-Davidson is proud to expand our relationship with Sonic Powersports,” said Jonathan Root, chief commercial officer and chief financial officer at Harley-Davidson. “Sonic’s commitment to operational excellence, customer engagement, and community-building reflects the core values of our brand. We’re excited to see these additional dealerships strengthen connections with riders and further grow the Harley-Davidson network in some of the most vibrant riding communities in the country.”
With this expansion, Sonic Powersports, seen as the fastest-growing powersports retailer in the country, now operates 20 powersports rooftops nationwide, representing 46 franchises.
