Sonic Automotive announced the first motorcycle sale at its newly opened Sturgis Harley-Davidson dealership, located in historic downtown Sturgis, South Dakota. This marks a significant milestone as Harley-Davidson can now sell motorcycles in downtown Sturgis for the first time in its 85-year history.
The company acquired Black Hills Harley-Davidson and its four sister dealerships in the Rapid City area in February 2023. Following a strong performance in 2024, Harley-Davidson awarded Sonic an additional retail franchise point for the Sturgis location.
The first sale was a 2024 Harley-Davidson CVO Pan America to Dan Ostermann of Keystone, South Dakota. The new dealership is positioned at the epicenter of motorcycle culture, aiming to serve riders and enthusiasts during the annual Sturgis Motorcycle Rally and throughout the year.
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