Despite being the mecca for the V-Twin world and having a couple of ARO’s, downtown Sturgis has never had a franchised dealership in town during the Rally? Can this really be true? Sonic Automotive, Inc. — a Fortune 300 Company and one of the nation’s largest automotive and powersports retailers — changed history with the first motorcycle sale at its all-new Sturgis Harley-Davidson dealership located in the heart of downtown Sturgis, South Dakota.
Sonic had acquired the landmark Black Hills Harley-Davidson and its four sister dealerships in the Rapid City area back in February 2023. After a strong 2024, Harley-Davidson awarded Sonic an additional retail franchise point: “Harley-Davidson can now sell motorcycles in downtown Sturgis for the first time in its 85-year history,” says Tim Sutherland, Sales Manager at Sturgis Harley-Davidson.
Keystone, South Dakota, native Dan Ostermann is the proud first buyer at Sturgis Harley-Davidson. He purchased a 2024 Harley-Davidson® CVO Pan America off the showroom floor to make history. “We’re excited to welcome Dan to the Sturgis Harley-Davidson family,” Sutherland adds. “Our passionate team looks forward to welcoming more Harley-Davidson riders to our historic location throughout the year and at this year’s 85th Rally.”
In celebration of this year’s 85th Annual Sturgis Motorcycle Rally, the new Sturgis Harley-Davidson dealership will be creating an exclusive program for enthusiasts to join Ostermann and be memorialized as part of the inaugural Sturgis Harley-Davidson Founders Club. Only the first 85 buyers will receive 1 of 85 serialized challenge coins, a commemorative patch, lifetime VIP Access to Black Hills and Sturgis Harley-Davidson activation spaces at the annual Sturgis Motorcycle Rally, and these owners will have their name added to a display that will be enshrined in the Sturgis Motorcycle Museum & Hall of Fame.
“We congratulate Dan on his recent purchase and are thrilled to have him join our Sturgis Harley-Davidson family,” said David B. Smith, Chairman and CEO of Sonic Automotive. “Our team is ready to deliver exceptional experiences to more riders and enthusiasts at our newest location in the heart of Sturgis to celebrate the 85th year of this historic event.”
“We are excited to offer our full suite of Harley-Davidson motorcycles and accessories at Sturgis Harley-Davidson,” concludes Jeff Dyke, President of Sonic Automotive. “We don’t think there’s a better way to open the first-ever motorcycle dealership in the city of Sturgis during the 85th anniversary than to honor and commemorate the first 85 buyers with the exclusive Founders Club.”
