Sonic Automotive, Inc. announced that Sonic Powersports set another sales record at the 86th annual Sturgis Motorcycle Rally, selling 1,135 motorcycles. The total included a record 511 new Harley-Davidson motorcycles, securing Black Hills Harley-Davidson as the No. 1 Harley-Davidson dealership in the nation for year-to-date new motorcycle sales.
The achievement was powered by more than 1,200 new and pre-owned, rally-ready motorcycles deployed across Sonic’s five Black Hills locations – the largest Harley-Davidson inventory ever assembled for the Rally under Sonic’s ownership – and executed through the operational scale of the company’s expanded national Harley-Davidson network. The result is a clear operating proof point for Sonic’s strategy to build a larger, more connected powersports platform that can offer riders more selection, more access and a stronger guest experience.
“What we accomplished represents far more than another record at the Rally,” said David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive. “It validates the strategy behind the platform we are building: expanding our Harley-Davidson footprint, investing in the selection riders want, and giving our teammates the scale and support to execute at the highest level. We are seeing that strategy create a differentiated experience for riders and real momentum for Sonic Powersports.”
“The annual Sturgis Motorcycle Rally is one of the most iconic gatherings in motorcycling – an event our customers, dealers and employees look forward to every year – and this year was a tremendous success,” said Jonathan Root, Chief Financial and Commercial Officer of Harley-Davidson. “Sonic Powersports helped deliver the kind of unmatched Harley-Davidson customer experience that makes the Rally so special, bringing the scale, selection and commitment it takes to serve riders at the highest level.”
