Sonic Automotive announces first motorcycle sale at the new Sturgis Harley dealership
Sonic Automotive, a Fortune 500 company and one of the nation’s largest powersports retailers, announced on May 20 that it had made its first motorcycle sale at the all-new Sturgis Harley-Davidson dealership in downtown Sturgis, South Dakota.
Sonic acquired Black Hills Harley-Davidson and its four sister dealerships in the Rapid City, South Dakota, area in February 2023. After a strong 2024, Harley-Davidson awarded Sonic an additional retail franchise point, and Harley can now sell motorcycles in downtown Sturgis for the first time in its 85-year history.
Located right off historic Main Street, Sturgis Harley-Davidson is at the epicenter of motorcycle culture. Every year, the Sturgis community holds its annual Sturgis Motorcycle Rally, a collection of events including concerts, races, and bike shows, where 500,000 motorcycle enthusiasts from around the world gather to celebrate.
Keystone, South Dakota native Dan Ostermann is the first buyer at Sturgis Harley-Davidson. He purchased a 2024 Harley-Davidson CVO Pan America, a high-end model in Harley-Davidson’s lineup, specifically designed for adventure touring.
“We’re excited to welcome Dan to the Sturgis Harley-Davidson family,” says Tim Sutherland, sales manager at Sturgis Harley-Davidson. “Our passionate team looks forward to welcoming more Harley-Davidson riders to our historic location throughout the year and at this year’s 85th rally.”
Founders Club
In celebration of this year’s 85th Annual Sturgis Motorcycle Rally, Sturgis H-D will be creating an exclusive program for enthusiasts to join Ostermann and be memorialized as part of the inaugural Sturgis Harley-Davidson Founders Club.
The first 85 buyers will receive serialized challenge coins, a commemorative patch, and lifetime VIP access to Black Hills and Sturgis H-D activation spaces at the annual Sturgis Motorcycle Rally. The owners will also have their name added to a display that will be enshrined in the Sturgis Motorcycle Museum & Hall of Fame.
Customers can go online to the website and pre-order their next motorcycle and join us in Sturgis to become a Founders Club member.
“We are excited to offer our full suite of Harley-Davidson motorcycles and accessories at Sturgis Harley-Davidson,” says Jeff Dyke, president of Sonic Automotive. “We don’t think there’s a better way to open the first-ever motorcycle dealership in the city of Sturgis during the 85th anniversary than to honor and commemorate the first 85 buyers with the exclusive Founders Club.”
