SONIC POWERSPORTS SHATTERS SALES RECORDS AT THE 85TH STURGIS MOTORCYCLE RALLY

Rhea-AI Summary

Sonic Automotive (NYSE:SAH) has achieved record-breaking performance at the 85th Annual Sturgis Motorcycle Rally across its five Harley-Davidson dealerships in the Black Hills. The company's Black Hills Harley-Davidson maintained its position as the #1 Harley-Davidson dealership in America in combined new and used motorcycle sales.

Key achievements include over 1,100 motorcycles sold during the rally, with a single-day record of 135 motorcycles, surpassing the previous record of 86. The event saw an 11% increase in attendance over the five-year average, with more than 537,000 vehicles entering Sturgis and total attendance estimated at over 800,000 people.

Positive

• Record-breaking sales of over 1,100 motorcycles during the rally
• New single-day sales record of 135 motorcycles, 57% higher than previous record
• Black Hills Harley-Davidson maintained #1 position in combined new/used motorcycle sales nationally
• New Sturgis location exceeded expectations, ranking second in sales nationwide
• 11% increase in rally attendance over five-year average

Negative

• None.

Insights

Automotive Retail Analyst

Sonic Automotive's record-breaking performance at Sturgis Rally showcases strategic success in powersports expansion, driving significant revenue diversification beyond traditional auto retail.

The record-breaking performance at the 85th Sturgis Motorcycle Rally represents a significant milestone for Sonic Automotive's diversification strategy into powersports. With over 1,100 motorcycles sold during the event, the company has demonstrated remarkable execution in a segment that complements its core automotive retail operations. This performance is particularly noteworthy given the scale—more than double their previous single-day sales record (135 versus 86).

The strategic significance extends beyond just unit sales. Sonic has established dominance in the Harley-Davidson dealer network, with their Black Hills location securing the #1 position nationwide in combined new/used motorcycle sales. Their new Sturgis location immediately claimed the #2 position, showing exceptional operational execution in their first year at this location.

This rally performance offers strong validation of Sonic's 2022 decision to expand aggressively into powersports. With five dealerships strategically positioned in the Black Hills region, Sonic has created a regional concentration that maximizes operational efficiencies while capturing outsized market share during high-traffic events.

The reported 11% increase in rally attendance over the five-year average suggests Sonic capitalized on particularly favorable market conditions this year. Their ability to register sales to customers from all 50 states also demonstrates effective nationwide appeal and reach beyond their physical footprint.

For investors, this demonstrates Sonic's ability to successfully execute on new market opportunities outside traditional automotive retail, potentially providing resilience against cyclical challenges in the core auto business while establishing new growth vectors in the powersports segment.

STURGIS, S.D. and CHARLOTTE, N.C., Sept. 3, 2025 /PRNewswire/ -- Sonic Automotive, Inc. (NYSE: SAH), 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, or follow @sonicpowersports, @sturgisharleydavidson and @blackhillsharleydavidson on Instagram.

About Sonic Automotive
Sonic Automotive, Inc., a Fortune 500 company based in Charlotte, North Carolina, is on a quest to become the most valuable diversified automotive retail and service brand in America. Our Company culture thrives on creating, innovating, and providing industry-leading guest experiences, driven by strategic investments in technology, teammates, and ideas that ultimately fulfill ownership dreams, enrich lives, and deliver happiness to our guests and teammates. As one of the largest automotive and powersports retailers in America, we are committed to delivering on this goal while pursuing expansive growth and taking progressive measures to be the leader in these categories. Our new platforms, programs, and people are set to drive the next generation of automotive and powersports experiences. More information about Sonic Automotive can be found at sonicautomotive.com and ir.sonicautomotive.com.

Media Contacts
Adam Woullard, VML, adam.woullard@vml.com

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SOURCE Sonic Automotive

FAQ

How many motorcycles did Sonic Automotive (SAH) sell at the 2025 Sturgis Rally?

Sonic Automotive sold more than 1,100 motorcycles during the 2025 Sturgis Rally, setting a new record with a single-day peak of 135 motorcycles.

What was the attendance at the 2025 Sturgis Motorcycle Rally?

The 2025 Sturgis Rally attracted over 800,000 people, with more than 537,000 vehicles entering Sturgis, marking an 11% increase over the five-year average.

How many Harley-Davidson dealerships does Sonic Automotive operate in the Black Hills?

Sonic Automotive operates five Harley-Davidson dealerships in the Black Hills, including the flagship Sturgis Harley-Davidson and Black Hills Harley-Davidson.

Which Sonic Automotive dealership is the #1 Harley-Davidson store in America?

Black Hills Harley-Davidson, owned by Sonic Automotive, is the #1 Harley-Davidson dealership in America for combined new and used motorcycle sales.

How many states were represented in Sonic's motorcycle sales at the 2025 Sturgis Rally?

Sonic Automotive registered bike sales to all 50 states during the 2025 Sturgis Rally, with four days surpassing 100 motorcycles sold.