Sonic Powersports Breaks Sales Records at Sturgis Motorcycle Rally 2025

Sonic Powersports Achieves Unprecedented Success at the 85th Sturgis Motorcycle Rally

The 85th Annual Sturgis Motorcycle Rally held in September 2025 saw Sonic Automotive, Inc. making headlines with record-breaking sales in the powersports sector. As one of America's largest automotive and powersports retailers, Sonic Automotive demonstrated remarkable performance at this prestigious event. The company operates five Harley-Davidson dealerships in the Black Hills, including the flagship Sturgis Harley-Davidson and Black Hills Harley-Davidson, which have become synonymous with exceptional motorcycle sales and rider engagement.

Sonic's CEO, David B. Smith, remarked on the significance of the Sturgis Motorcycle Rally, not just as a massive event attracting riders nationwide, but as a pivotal moment for Sonic Powersports. The triumph witnessed at the rally serves as a strong affirmation of the company's dedication to providing top-tier services and experiences for motorcycle enthusiasts.

During the rally, Sonic Powersports reached several impressive milestones. Over 1,100 motorcycles were sold, showcasing the insatiable demand for not only motorcycles but also parts, service, and merchandise within the Harley-Davidson community. The influx of sales spanned all states, highlighting the widespread appeal of the brand. Notably, there were days when sales exceeded 100 motorcycles, culminating in a single-day record of 135 motorcycles, surpassing the previous record of 86.

The rally saw a record attendance, with the South Dakota Department of Transportation reporting over 537,000 vehicles entered during the 10-day event. Based on passenger loads, estimates suggest total attendance may have exceeded 800,000 individuals, marking this rally as one of the largest in recent years. Sonic's participation was characterized by a strong on-site presence, with over 500 team members dedicated to enhancing the customer experience by providing unmatched service.

Rally highlights included unique brand activations such as a limited-edition Sturgis Rally motorcycle and a commemorative ride route that linked all five Sonic stores, fostering a sense of community among riders. Furthermore, the introduction of the 85th Founders Club aimed at celebrating rider loyalty and fostering deeper engagement among customers was well received.

Jeff Dyke, President of Sonic Automotive, emphasized the meticulous preparations that led to this record-breaking achievement. According to Dyke, the combination of retail strategy, experienced team deployment, and customer-centric focus allowed Sonic to not just meet but significantly exceed expectations. He expressed excitement about the energy permeating throughout all five dealerships and the potential for future events.

The success at the Sturgis Motorcycle Rally is also a testament to the collaboration between Sonic Powersports and Harley-Davidson. Jonathan Root, President of Commercial and CFO at Harley-Davidson, acknowledged the outstanding outcomes resulting from Sonic's commitment to delivering extraordinary customer experiences. The synergy between both entities has undoubtedly contributed to Sonic's elevated presence within the motorcycle retail landscape.

As Sonic Automotive looks ahead, they are already strategizing for an even more substantial impact at the 86th Annual Sturgis Motorcycle Rally. The company aims to continue raising the standards of rider experience, forging strong community connections, and maintaining their industry-leading sales performance. Sonic Powersports has solidified itself as a frontrunner in the motorcycle market and is poised for continued growth.

For additional information on Sonic Powersports and to stay updated on future events, visit www.sonicpowersports.com, www.sturgishd.com, and www.blackhillshd.com. Additionally, follow their social media handles on Instagram: @sonicpowersports, @sturgisharleydavidson, and @blackhillsharleydavidson.

Sonic Automotive, a Fortune 500 company based in Charlotte, North Carolina, aspires to become the leading diversified automotive retail and service brand in America. Their commitment to innovation and creating unparalleled guest experiences drives their mission, with significant investments in technology and people to fulfill the dreams and aspirations of their customers.