At the 85th Sturgis Motorcycle Rally, Sonic Automotive’s Black Hills Harley-Davidson dealership sold over 1100 motorcycles, officially becoming the number-one Harley-Davidson dealership in America. Sonic Powersports includes five Harley-Davidson dealerships in the Black Hills area of South Dakota and recently has expanded into North Carolina with Motorcycles of Charlotte and Motorcycles of Greensboro.
The following is a press release from Sonic Automotive…
Sturgis, SD & Charlotte, NC (September 3, 2025) — Sonic Automotive, one of the largest automotive and powersports retailers in the United States, today announced record-breaking performance at the 85th annual Sturgis Motorcycle Rally. Across its five Harley-Davidson dealerships in the Black Hills, including the flagship Sturgis Harley-Davidson and Black Hills Harley-Davidson, Sonic Powersports delivered historic results in motorcycle sales, parts, service and rider engagement.
“The Sturgis Motorcycle Rally isn’t just the largest motorcycle rally in America, it’s one of the country’s most iconic annual events that draws hundreds of thousands of riders from across the nation,” said David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive. “What we saw at the 85th Sturgis Rally was a powerful confirmation of why we’re in this space: to lead with passion, scale and world-class execution for our guests and teammates.”
“Our Sonic Powersports team delivered an all-time record performance and cemented Black Hills Harley-Davidson as the No. 1 Harley-Davidson dealership in America in combined new and used motorcycle sales,” Smith continued.
In its first year of sales at the iconic Sturgis Rally, the new Sturgis Harley-Davidson location far exceeded expectations, finishing second only behind the largest Harley-Davidson store in the world — Sonic’s own Black Hills Harley-Davidson. This record-setting performance underscores Sonic Powersports’ growing momentum in the Harley-Davidson community.
Rally Highlights
- Record-breaking retail performance, with more than 1,100 motorcycles sold and unprecedented demand across parts, service and merchandise
- Bike sales registered to all 50 states, with four days surpassing 100 motorcycles sold
- Single-day peak of 135 motorcycles sold, surpassing the previous record of 86
- More than 500 Sonic Powersports teammates on-site delivering exceptional guest experiences
This year’s rally also featured brand-first activations, including a limited-edition Sturgis Rally motorcycle, a commemorative ride route spanning all five stores, and the launch of the 85th Founders Club to celebrate rider loyalty and next-level engagement.
“We prepared all year for this moment, and the results speak for themselves,” said Jeff Dyke, President of Sonic Automotive. “From retail strategy to team deployment, we executed at the highest level. Selling more than 1,100 bikes and seeing the energy across all five dealerships was something special, and we’re only getting started. With this debut, Sonic Powersports has shattered expectations and set a benchmark that will drive even greater presence in future rallies.”
The rally drew one of its largest crowds in recent years. The South Dakota Department of Transportation reported that more than 537,000 vehicles entered Sturgis during the 10-day event. That marked an 11 percent increase over the five-year average and the highest total since 2014, excluding the 75th anniversary. Based on typical passenger loads, total attendance is estimated to have exceeded 800,000 people.
“The outstanding results achieved at this year’s Sturgis Rally are a direct testament to the relentless hard work and focus of the Sonic Powersports team and their commitment to partnering with Harley-Davidson to deliver exceptional customer experiences,” said Jonathan Root, President of Commercial, and Chief Financial Officer, Harley-Davidson. “From sales and service to rider engagement and execution, this team delivered at the highest level.”
With this historic debut, Sonic Powersports is already planning for an even larger presence at the 86th Annual Sturgis Rally, continuing to raise the bar in rider experience, community connection and nation-leading sales performance.
For more information, visit www.sonicpowersports.com, www.sturgishd.com and www.blackhillshd.com
Click here for all the latest motorcycle Industry News on Cycle News.
