Sonic Powersports Sets Another Sturgis Motorcycle Rally Sales Record With 1,135 Motorcycles Sold, Showcasing Strength of Expanded National Network Strategy
Rhea-AI Summary
Sonic Automotive (SAH) reported that Sonic Powersports set a new sales record at the 86th Sturgis Motorcycle Rally, selling 1,135 motorcycles, including a record 511 new Harley-Davidson bikes, and making Black Hills Harley-Davidson the No. 1 dealership nationally for year-to-date new Harley-Davidson sales.
The result drew on more than 1,200 rally-ready motorcycles and over 550 teammates across five Black Hills locations, leveraging Sonic’s expanded national Harley-Davidson network of 20 rooftops, 46 franchises and 13 Harley-Davidson locations.
Positive
- 1,135 motorcycles sold at the 2026 Sturgis Rally, Sonic Powersports’ highest Rally volume to date
- Record 511 new Harley-Davidson motorcycles sold during the Rally
- Black Hills Harley-Davidson ranked No. 1 nationally in year-to-date new Harley-Davidson sales
- More than 1,200 rally-ready new and pre-owned motorcycles deployed across five Black Hills locations
- Over 550 teammates deployed to support Rally operations
- National Harley-Davidson platform expanded to 20 rooftops, 46 franchises and 13 Harley-Davidson locations
Negative
- None.
Key Figures
- Motorcycles sold
- 1,135 motorcycles
- 2026 Sturgis Motorcycle Rally; record total
- New Harley-Davidson motorcycles sold
- 511 motorcycles
- 2026 Sturgis Motorcycle Rally; record sales
- Rally-ready inventory
- More than 1,200 motorcycles
- New and pre-owned inventory across five Black Hills locations
- Sturgis Harley-Davidson sales
- 348 motorcycles
- New and pre-owned motorcycles; dealership record
- Rally teammates
- More than 550 teammates
- Deployed across five Black Hills locations
- Powersports rooftops
- 20 rooftops
- National Harley-Davidson platform
- Franchises
- 46 franchises
- National Harley-Davidson platform
Historical Context
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Sonic announced 1,200+ Rally-ready motorcycles for the 86th Sturgis Motorcycle Rally.
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Fastest-growing powersports retailer delivers record 511 new Harley-
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-
"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-
"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-
2026 Sturgis Motorcycle Rally: Key Facts
- Record retail performance: 1,135 new and pre-owned motorcycles sold, Sonic Powersports' highest Rally sales volume to date.
- Record new-motorcycle sales: 511 new Harley-
Davidson motorcycles sold during the Rally. - Sturgis Harley-Davidson: 348 new and pre-owned motorcycles sold, a dealership record; the location began selling motorcycles only one year ago.
- Rally operating scale: More than 550 Sonic Powersports teammates deployed across five Black Hills locations to support the Rally experience.
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A National Harley-Davidson Platform Built to Serve Riders
Sonic Powersports continues to be the fastest-growing powersports retailer in the country, with a national Harley-
For more information about Sturgis Harley-Davidson, visit SturgisHD.com. To explore the Sonic Powersports network, visit SonicPowersports.com. Investors can find company information and filings at ir.sonicautomotive.com.
About Sonic Powersports
Sonic Powersports is the powersports division of Sonic Automotive, Inc. and continues to be the fastest-growing powersports retailer in the country. The platform operates 20 rooftops nationwide, representing 46 franchises and premium powersports brands, including Harley-
About Sonic Automotive
For more than 60 years, Sonic Automotive has pursued a single purpose: to deliver an experience for guests and teammates that fulfills dreams, enriches lives and delivers happiness. Founded in 1966 by Bruton Smith, Sonic Automotive today has more than 11,000 teammates across 173 automotive and powersports franchises in 145 locations, representing 24 automotive and 15 powersports brands.
Sonic Automotive was the only automotive and powersports retailer selected for Newsweek's 2026 Most Trustworthy Companies in America list. The company has helped more than 7 million guests purchase vehicles, delivered more than 40 million service experiences and earned more than 1 million five-star reviews by consistently putting people first.
Sonic Automotive. Driven By People. Inspired By Purpose. Learn more at SonicAutomotive.com and ir.sonicautomotive.com.
Contacts
Investor Inquiries: Heath Byrd, Executive Vice President and Chief Financial Officer; Danny Wieland, Vice President, Investor Relations | ir@sonicautomotive.com
Media Inquiries: Sonic Automotive Media Relations | media.relations@sonicautomotive.com
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SOURCE Sonic Automotive
FAQ
How did Sonic Powersports scale operations for the 2026 Sturgis Rally?
Sonic Powersports supported the Rally with more than 550 teammates across five Black Hills locations and over 1,200 new and pre-owned, rally-ready motorcycles, described as the largest Harley-Davidson inventory it has assembled for the Rally under Sonic’s ownership.
What were the specific results for Sturgis Harley-Davidson?
Sturgis Harley-Davidson sold 348 new and pre-owned motorcycles during the Rally, which the company identifies as a dealership record, one year after the location began selling motorcycles.
How extensive is Sonic Powersports’ Harley-Davidson network?
The Sonic Powersports national platform spans 20 rooftops and 46 franchises, including 13 Harley-Davidson locations: nine full-service Harley-Davidson dealerships and four Harley-Davidson retail locations focused on apparel and accessories, across markets such as South Dakota, Texas, California, Georgia, Florida and North Carolina.
Which Harley-Davidson dealerships are highlighted within Sonic’s network?
The network includes Black Hills Harley-Davidson and Sturgis Harley-Davidson in South Dakota, and Mancuso Harley-Davidson and Horny Toad Harley-Davidson in Texas. 2026 additions included San Diego Harley-Davidson, Falcon's Fury Harley-Davidson in Conyers, Georgia, Space Coast Harley-Davidson in Palm Bay, Florida, Treasure Coast Harley-Davidson in Stuart, Florida, and Raging Bull Harley-Davidson in Durham, North Carolina.
Where can customers and investors find more information?
Riders can learn more about Sturgis Harley-Davidson at SturgisHD.com and explore the broader Sonic Powersports network at SonicPowersports.com. Investors can access company information and filings at ir.sonicautomotive.com.