Sonic Automotive, Inc. (NYSE: SAH) reported that its Sonic Powersports division sold 1,135 motorcycles at the 86th annual Sturgis Motorcycle Rally in South Dakota, according to a company press release.

The total included 511 new Harley-Davidson motorcycles, which the company said positions Black Hills Harley-Davidson as the No. 1 Harley-Davidson dealership in the nation for year-to-date new motorcycle sales.

Sturgis Harley-Davidson, a location that began selling motorcycles one year ago, recorded 348 new and pre-owned motorcycle sales during the Rally, which the company described as a dealership record.

Sonic Powersports deployed more than 550 teammates across five Black Hills locations and assembled more than 1,200 new and pre-owned motorcycles for the event, which the company described as the largest Harley-Davidson inventory it has assembled for the Rally under its ownership.

"What we accomplished represents far more than another record at the Rally," said David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive. "It validates the strategy behind the platform we are building: expanding our Harley-Davidson footprint, investing in the selection riders want, and giving our teammates the scale and support to execute at the highest level."

Jonathan Root, Chief Financial and Commercial Officer of Harley-Davidson, said Sonic Powersports "helped deliver the kind of unmatched Harley-Davidson customer experience that makes the Rally so special."

Sonic Powersports currently operates 20 rooftops and 46 franchises nationally, including 13 Harley-Davidson locations. The company added five Harley-Davidson dealerships in 2026, including locations in San Diego, Conyers, Georgia, Palm Bay, Florida, Stuart, Florida, and Durham, North Carolina.

Sonic Automotive operates more than 173 automotive and powersports franchises across 145 locations and employs more than 11,000 people.