Sonic buys Harley-Davidson store that is home of Sturgis Motorcycle Rally
Sonic Automotive said Wednesday it has acquired the Harley-Davidson store that is the home of the Sturgis Motorcycle Rally.
Black Hills Harley-Davidson, located Rapid City, S.D., hosts “The Rally at Exit 55” during the Sturgis event, which draws 500,000 enthusiasts each year.
“We are thrilled to welcome the team from Black Hills Harley-Davidson into the Sonic Automotive family,” Sonic CEO and chairman David Smith said in a news release.
“The team is deeply committed to the Harley-Davidson brand promise, providing a world-class guest experience, and fostering a strong teammate culture, which aligns with the values we uphold at Sonic Automotive,” Smith said.
Black Hills Harley-Davidson co-owners Al Rieman and Jim Burgess added: “At Black Hills Harley-Davidson, we have always understood that teamwork makes us unbeatable.
“Our culture values the power of teamwork, and it has allowed us to grow beyond what anyone could do individually. Joining the Sonic Automotive team will allow Black Hills Harley-Davidson and our teammates to grow, set new goals, and achieve even greater results than we could have ever imagined, and we’re excited to be on board,” they said.
In its new powersports division, Sonic also partners with such brands as Can-Am, Sea-Doo, Polaris, Kawasaki, Suzuki, Ducati, BMW, Honda, Indian Motorcycle and Yamaha.
Sonic’s powersports properties now includes 13 locations, following this purchase and the 2022 acquisitions of Mancuso Powersports in Houston and Horny Toad Harley-Davidson in Temple, Texas.
Sonic president Jeff Dyke said in the release, “This is a big day for Sonic Automotive. We are excited to add Black Hills Harley-Davidson to our powersports team and provide an exceptional experience to powersports enthusiasts with our diverse manufacturer portfolio.”