Sonic Automotive made headlines heading into the 85th Sturgis Rally by opening the first-ever Harley-Davidson store in the city of Sturgis. Now all five Sonic Powersports-owned Harley-Davidson dealerships in Sturgis, Rapid City, Hill City, Deadwood and Wall are ready to welcome riders to the Black Hills. As the Black Hills prepare to welcome an expected 800,000 riders Sonic Powersports is turning its entire regional Harley-Davidson footprint into a rally-long celebration, including launching a Founders Club.
“We’re proud to serve riders who are here for the Sturgis Rally and riding throughout the Black Hills, bringing the Harley-Davidson experience to life at every turn,” said David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive. “This experience is about creating unforgettable moments for people who live to ride, and for the 85th Rally, we plan to do just that.”
In addition to launching its Sturgis Founders Club to recognize the first 85 riders who purchase a new Harley at the dealership during Rally Week at the center of this effort is a limited-edition motorcycle giveaway: one of just 26 Sturgis Edition motorcycles. This commemorative 2025 Low Rider S pays tribute to the iconic 1991 FXDB Sturgis originally designed by Willie G. Davidson. Of the 26 limited-edition Sturgis motorcycles built, several have already been sold, one was just awarded to the 2025 winner of the NASCAR Cup Series race at EchoPark Speedway, and only a handful remain, including one that will be given away to a lucky winner during Rally Week in downtown Sturgis.
“There’s no better place on Earth to give away a bike like this than Sturgis,” said Mike Maloney, Operations and Rally Manager for Black Hills Harley-Davidson. “This rally means something personal to riders around the world, and now they have a shot at riding home on a piece of history.”
The participating Harley-Davidson dealerships are:
Sturgis Harley-Davidson, 1040 Junction Ave., Sturgis, S.D. 57785
Black Hills Harley-Davidson, 2820 Harley Dr., Rapid City, S.D. 57702
Hill City Harley-Davidson, 261 Main St., Hill City, S.D. 57745
Deadwood Harley-Davidson, 681 Main St., Deadwood, S.D. 57732
Badlands Harley-Davidson, 601 Main St., Wall, S.D. 57790
