Sonic Automotive's Sonic Powersports segment reported record-breaking performance at the 85th Annual Sturgis Motorcycle Rally. Across its five Harley-Davidson dealerships in the Black Hills, the company delivered historic results in motorcycle sales, parts, service, and rider engagement.
Black Hills Harley-Davidson was cemented as the No. 1 Harley-Davidson dealership in America in combined new and used motorcycle sales. The new Sturgis Harley-Davidson location, in its first year of sales at the rally, finished second only behind Black Hills Harley-Davidson.
The company sold more than 1,100 bikes during the rally, which drew an estimated total attendance exceeding 800,000 people. This performance confirms Sonic Powersports' growing momentum and successful execution in the Harley-Davidson community.
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