The achievement was powered by more than 1,200 new and pre-owned, rally-ready motorcycles deployed across Sonic's five Black Hills locations – the largest Harley-Davidson inventory ever assembled for the Rally under Sonic's ownership – and executed through the operational scale of the company's expanded national Harley-Davidson network. The result is a clear operating proof point for Sonic's strategy to build a larger, more connected powersports platform that can offer riders more selection, more access and a stronger guest experience.

2026 Sturgis Motorcycle Rally: Key Facts

Record retail performance: 1,135 new and pre-owned motorcycles sold, Sonic Powersports' highest Rally sales volume to date.
Record new-motorcycle sales: 511 new Harley-Davidson motorcycles sold during the Rally.
Sturgis Harley-Davidson: 348 new and pre-owned motorcycles sold, a dealership record; the location began selling motorcycles only one year ago.
Rally operating scale: More than 550 Sonic Powersports teammates deployed across five Black Hills locations to support the Rally experience.