Sonic Automotive (SAH) announced record-breaking performance at the 85th Annual Sturgis Motorcycle Rally. Across its five Harley-Davidson dealerships in the Black Hills, including the flagship Sturgis Harley-Davidson and Black Hills Harley-Davidson, Sonic Powersports delivered historic results in motorcycle sales, parts, service and rider engagement. Rally Highlights: Record-breaking retail performance, with more than 1,100 motorcycles sold and unprecedented demand across parts, service and merchandise. Bike sales registered to all 50 states, with four days surpassing 100 motorcycles sold. Single-day peak of 135 motorcycles sold, surpassing the previous record of 86. More than 500 Sonic Powersports teammates on-site delivering exceptional guest experiences.
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