When the biker world returns to Sturgis this August, the landscape will look a little different… and we’re not talking about all the things going on at The Buffalo Chip. Anchor dealership Black Hills Harley-Davidson has changed hands. Fortune 500 Car dealer Sonic Automotive bought Black Hills Harley-Davidson while many in the industry were at AIMExpo. Located in Rapid City, South Dakota, Black Hills has long been known for its pre-Rally events leading up to the Sturgis Motorcycle Rally.
“We are thrilled to welcome the team from Black Hills Harley-Davidson into the Sonic Automotive family,” said David B. Smith, Chairman and CEO of Sonic Automotive. “The team is deeply committed to the Harley-Davidson brand promise, providing a world-class guest experience, and fostering a strong teammate culture, which aligns with the values we uphold at Sonic Automotive.”
“At Black Hills Harley-Davidson, we have always understood that teamwork makes us unbeatable,” said Al Rieman and Jim Burgess, Co-Owners of Black Hills Harley-Davidson. “Our culture values the power of teamwork, and it has allowed us to grow beyond what anyone could do individually. Joining the Sonic Automotive team will allow Black Hills Harley-Davidson and our teammates to grow, set new goals, and achieve even greater results than we could have ever imagined, and we’re excited to be on board.”
Black Hills Harley-Davidson is western South Dakota’s only full-service Harley-Davidson dealership and is best known for hosting “The Rally at Exit 55” during the Annual Sturgis Motorcycle Rally, an iconic destination for approximately 500,000 Harley-Davidson enthusiasts each year. The Rally at Exit 55 is known as the premier shopping destination for rallygoers with items for sale ranging from new and pre-owned Harley-Davidsons, Harley-Davidson Sturgis Rally Event merchandise, and genuine Harley-Davidson parts and accessories.
The acquisition of Black Hills Harley-Davidson complements the Company’s commitment to its newly created powersports segment, driving incremental growth opportunities by partnering with top powersports brands, including Harley-Davidson, Can-Am, Sea-Doo, Polaris, Kawasaki, Suzuki, Ducati, BMW, Honda, Indian Motorcycle and Yamaha.
“This is a big day for Sonic Automotive,” said Jeff Dyke, President of Sonic Automotive. “We are excited to add Black Hills Harley-Davidson to our powersports team and provide an exceptional experience to powersports enthusiasts with our diverse manufacturer portfolio.”
This latest acquisition brings the Company’s powersports portfolio to 13 locations by combining Black Hills Harley-Davidson with the 2022 acquisitions of Mancuso Powersports, located in Houston, Texas and Horny Toad Harley-Davidson, located in Temple, Texas. The Company expects the powersports segment to add approximately $200 million in annual revenues in 2023.
