New “Rally Ready” pre-sale program lets riders secure a Harley-Davidson motorcycle before arriving in the Black Hills, alongside exclusive “America 250” custom bikes and newly released collector apparel complete the ultimate rally-week experience.
This is a press release from Sonic Automotive, Inc. …
Charlotte, NC / Sturgis, SD (July 9, 2026) — Sonic Automotive, Inc. (NYSE: SAH), one of the nation’s largest automotive and powersports retailers, today announced that Sturgis Harley-Davidson and Black Hills Harley-Davidson will bring a monumental selection of more than 1,200 new and used Harley-Davidson motorcycles to the Black Hills for the 86th Annual Sturgis Motorcycle Rally, taking place Aug. 7–16, 2026.
The Nation’s Largest Inventory: More Than 1,200 Motorcycles Ready to Ride
The expanded lineup represents the single largest Harley-Davidson inventory ever brought to one location in the country. It gives rallygoers an unrivaled opportunity to access highly sought-after trikes alongside a massive selection of new and pre-owned motorcycles in every color, configuration, and style, during one of the world’s most iconic motorcycle events.
Through the newly launched “Rally Ready” pre-sale program, riders can shop before rally week, secure their preferred motorcycle, and schedule pickup upon arrival in Sturgis. This program is designed for rallygoers traveling from across the country who want to spend less time searching for the right bike and more time riding the Black Hills. Because this is the most in-demand inventory in the country, these premium motorcycles will go fast. Riders are encouraged to visit SturgisHD.com to secure their dream ride before the rally begins.
“The Sturgis Motorcycle Rally is a cornerstone event for the riding community. It is an iconic celebration of freedom, the open road, and the American spirit,” said David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive. “This year, we are proud to bring riders an unmatched Sturgis experience through expanded motorcycle inventory, exclusive limited-edition products, and a rally-week experience designed around what riders value most.”
Limited-Edition America 250 Motorcycles and Collector Merchandise
To celebrate America’s 250th anniversary, Sturgis Harley-Davidson and Sonic Powersports will introduce the exclusive “250 Years of Freedom” collection, a limited series of 26 custom Harley-Davidson motorcycles available through Sonic Powersports.
The motorcycles feature custom silver livery, commemorative 1776–2026 badging, patriotic details, premium finishes and distinctive rally-inspired design elements. The collection will go on pre-sale beginning today at SturgisHD.com. With only 26 motorcycles available, once the collection sells out, it will not be restocked.
In a powerful showcase of the Sonic Automotive family network, one of these highly coveted, custom motorcycles will be awarded to the winner of the Quaker State 400 at EchoPark Speedway on July 12, uniting Sonic’s premier pre-owned automotive brand, EchoPark Automotive, with its elite powersports division.
Sturgis Harley-Davidson will also launch exclusive online merchandise drops for collectors and rallygoers, including eight 86th Rally apparel designs and a vintage reprint series inspired by Sturgis Harley-Davidson graphics from the 1990s and 2000s. The limited-edition apparel drops are available now online only at SturgisHD.com.
“Preparing for the Sturgis Rally is a year-round effort that starts with understanding what riders want most from their rally experience,” said Jeff Dyke, President of Sonic Automotive. “This year, we have expanded our inventory, introduced new ways for riders to secure motorcycles before arriving, and developed exclusive products that can only be found through our dealerships. We are ready to welcome riders from across the country and deliver an experience that matches the scale and energy of Sturgis.”
- Event: 86th Annual Sturgis Motorcycle Rally
- Dates: August 7-16, 2026
- Location: Sturgis and the Black Hills, South Dakota
- Inventory: More than 1,200 Harley-Davidson motorcycles, the largest inventory in the country, available through Sturgis Harley-Davidson
- Program: “Rally Ready” pre-sale with scheduled pickup during rally week
- Trikes: Largest selection of Harley-Davidson trikes in the country
- Limited Edition: 26 “250 Years of Freedom” custom Harley-Davidson motorcycles celebrating America’s 250th anniversary
- Apparel: Online-only collector merchandise drops featuring 86th Rally designs and vintage Sturgis Harley-Davidson reprints
- Website: SturgisHD.com
- Parent Company: Sonic Automotive, Inc. (NYSE: SAH)
For more information on the Rally Ready pre-sale program, available motorcycles, limited-edition America 250 motorcycles, collector apparel drops, and the full Sturgis Harley-Davidson rally experience, visit SturgisHD.com.
