With the 85th Anniversary on hand, the annual Sturgis Rally was one for the record books. Across its five Harley-Davidson dealerships in the Black Hills, including the flagship Sturgis Harley-Davidson and Black Hills Harley-Davidson, Sonic Powersports delivered historic results in motorcycle sales, parts, service and rider engagement. The record breaking retail numbers included more than 1,100 motorcycles sold during the Rally!
“The Sturgis Motorcycle Rally isn’t just the largest motorcycle rally in America, it’s one of the country’s most iconic annual events that draws hundreds of thousands of riders from across the nation,” said Sonic’s Chair and CEO David B. Smith, “What we saw at the 85th Sturgis Rally was a powerful confirmation of why we’re in this space: to lead with passion, scale and world-class execution for our guests and teammates.”
In its first year of sales at the iconic Sturgis Rally, the new Sturgis Harley-Davidson location far exceeded expectations, finishing second only behind the largest Harley-Davidson store in the world — Sonic’s own Black Hills Harley-Davidson. This record-setting performance underscores Sonic Powersports’ growing momentum in the Harley-Davidson community.
“Our Sonic Powersports team delivered an all-time record performance and cemented Black Hills Harley-Davidson as the No. 1 Harley-Davidson dealership in America in combined new and used motorcycle sales,” Smith continued.
2025 Sturgis Rally Highlights
• Record-breaking retail performance, with more than 1,100 motorcycles sold and unprecedented demand across parts, service and merchandise
• Bike sales registered to all 50 states, with four days surpassing 100 motorcycles sold
• Single-day peak of 135 motorcycles sold, surpassing the previous record of 86
• More than 500 Sonic Powersports teammates on-site delivering exceptional guest experiences
“We prepared all year for this moment, and the results speak for themselves,” concludes Sonic President Jeff Dyke. “From retail strategy to team deployment, we executed at the highest level. Selling more than 1,100 bikes and seeing the energy across all five dealerships was something special, and we’re only getting started. With this debut, Sonic Powersports has shattered expectations and set a benchmark that will drive even greater presence in future rallies.”
