{"id":1001837,"date":"2026-09-09T10:28:56","date_gmt":"2026-09-09T14:28:56","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/sonic-powersports-sets-another-sturgis-motorcycle-rally-sales-record-with-1135-motorcycles-sold-showcasing-strength-of-expanded-national-network-strategy\/"},"modified":"2026-09-09T10:28:56","modified_gmt":"2026-09-09T14:28:56","slug":"sonic-powersports-sets-another-sturgis-motorcycle-rally-sales-record-with-1135-motorcycles-sold-showcasing-strength-of-expanded-national-network-strategy","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/sonic-powersports-sets-another-sturgis-motorcycle-rally-sales-record-with-1135-motorcycles-sold-showcasing-strength-of-expanded-national-network-strategy\/","title":{"rendered":"Sonic Powersports Sets Another Sturgis Motorcycle Rally Sales Record With 1,135 Motorcycles Sold, Showcasing Strength of Expanded National Network Strategy"},"content":{"rendered":"
\n

PR Newswire<\/p>\n<\/p><\/div>\n

\n

\n Fastest-growing powersports retailer delivers record 511 new Harley-Davidson motorcycle sales; Black Hills Harley-Davidson ranks No. 1 nationally in year-to-date new-bike sales<\/i>\n <\/p>\n

\n CHARLOTTE, N.C. and STURGIS, S.D.<\/span>, Sept. 9, 2026<\/span> \/PRNewswire\/ — Sonic Automotive, Inc<\/a>. (NYSE: SAH), one of the nation’s largest automotive and powersports retailers and the only automotive and powersports retailer recognized on Newsweek’s 2026 “Most Trustworthy Companies in America” list, today 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.<\/p>\n

\n

\n \"Riders\n <\/p>\n<\/p><\/div>\n

The achievement was powered by more than 1,200 new and pre-owned, rally-ready motorcycles deployed across Sonic’s five Black Hills locations \u2013 the largest Harley-Davidson inventory ever assembled for the Rally under Sonic’s ownership \u2013 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.<\/p>\n

“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.”<\/p>\n

“The annual Sturgis Motorcycle Rally is one of the most iconic gatherings in motorcycling \u2013 an event our customers, dealers and employees look forward to every year \u2013 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.”<\/p>\n

\n 2026 Sturgis Motorcycle Rally: Key Facts<\/b>\n <\/p>\n