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.

Disclaimer:This article represents the opinion of the author only. It does not represent the opinion of Webull, nor should it be viewed as an indication that Webull either agrees with or confirms the truthfulness or accuracy of the information. It should not be considered as investment advice from Webull or anyone else, nor should it be used as the basis of any investment decision.