Sonic Powersports sets record with 511 new Harley-Davidson sales at 2026 Sturgis Rally

Sonic Powersports achieved a record 511 new Harley-Davidson motorcycle sales during the 2026 Sturgis Motorcycle Rally, contributing to a total of 1,135 motorcycles sold across five locations. This performance made Black Hills Harley-Davidson the top Harley-Davidson dealership nationally for year-to-date new bike sales. The success highlights Sonic's strategy of expanding its Harley-Davidson network and inventory to offer riders more choices and a better experience. With over 550 team members supporting the event, Sonic Powersports continues to grow as the fastest-growing powersports retailer in the U.S., now operating 20 rooftops and 46 franchises nationwide.