#United States #Charlotte #Harley-Davidson #Sonic Automotive #Powersports

Sonic Automotive Accelerates Growth Through Powersports Expansion

Sonic Automotive, Inc., one of the largest automotive and powersports retailers in the United States, has made a bold stride in its growth trajectory by acquiring five new Harley-Davidson dealerships located in California, Florida, Georgia, and North Carolina. This move further cements Sonic’s position as a leading player in the burgeoning powersports market, allowing the company to bring its rider-first ethos to an even broader audience.

The newly-acquired dealerships are:

• - San Diego Harley-Davidson in San Diego, California
• - Falcon's Fury Harley-Davidson in Conyers, Georgia
• - Space Coast Harley-Davidson in Palm Bay, Florida
• - Treasure Coast Harley-Davidson in Stuart, Florida
• - Raging Bull Harley-Davidson in Durham, North Carolina

With 173 automotive and powersports franchises across 145 locations, Sonic Automotive has established itself as a formidable name in the industry. Their fourth quarter and full year earnings for 2025 reported record revenue of $15.2 billion, a gross profit of $2.4 billion, and a Powersports segment revenue of $202.9 million along with an adjusted EBITDA of $11.5 million. This impressive financial performance highlights the strength and confidence Sonic Automotive has in its expansion plans.

David B. Smith, the Chairman and CEO of Sonic Automotive, articulated the significance of this acquisition, stating that it represents a pivotal component of the company’s long-term vision for growth. By diversifying its portfolio within the high-growth powersports business, Sonic aims to leverage its operational excellence and innovative technologies to enhance customer experiences across its platforms.

Sonic’s Powersports division is already well-established, with two key destinations in the Harley-Davidson network - Black Hills Harley-Davidson and Sturgis Harley-Davidson. The Sturgis location notably recorded over 1,100 motorcycle sales during the 85th Sturgis Motorcycle Rally, attracting riders nationwide and showcasing Sonic’s scalability and customer-centric approach.

Jonathan Root, Chief Commercial Officer and CFO at Harley-Davidson, expressed pride in the expanding relationship with Sonic, underscoring the alignment with Harley-Davidson's core values of operational excellence and community engagement. This partnership is expected to foster closer connections with riders and enhance the Harley-Davidson network in vibrant riding communities.

After this expansion, Sonic Powersports will operate in 20 locations nationwide, supporting 46 different franchises which include well-regarded brands like Kawasaki, BRP, Polaris, Honda, Suzuki, BMW Motorrad, Yamaha, Ducati, and Indian Motorcycle. This growth not only solidifies Sonic's stature in the powersports sector but also sets the stage for further success, positioning the company among the top five powersports dealers in the United States.

Through these new dealerships, Sonic is poised to deliver a well-rounded and effective customer experience throughout all interactions. The holistic approach goes beyond services to encompass extensive motorcycle sales, a variety of parts and accessories, authentic merchandise, and dynamic community events. Sonic’s ambition is to synthesize the rich tradition of Harley-Davidson with advanced operational processes to enhance customer engagement and elevate every facet of a rider’s journey.

As Sonic Automotive continues to grow, its commitment to diversification and expansion in the thriving powersports market signals a promising future. Jeff Dyke, President of Sonic Automotive, emphasizes the significance of this strategic investment, enhancing Sonic’s leadership across both the automotive and powersports landscapes. This acquisition showcases Sonic’s prowess in identifying and seizing valuable opportunities that fuel sustained growth.

With this latest round of acquisitions, Sonic Powersports clearly demonstrates its strategic intent to deepen relationships in the powersports industry and provide robust support for riders throughout the year, thus reinforcing the essence of the Harley-Davidson experience. The future looks bright for Sonic Automotive as it continues to strive for excellence and leadership in the evolving automotive and powersports markets.