Sonic Automotive Powersports Division Thrives at Sturgis Motorcycle Rally

Sonic Automotive's powersports division experienced record success at the 85th Annual Sturgis Motorcycle Rally, with its five Harley-Davidson dealerships in the Black Hills achieving unprecedented sales and customer engagement. The company's newly opened Sturgis Harley-Davidson location contributed to the success, and the event is expected to boost Sonic Automotive's overall performance.

Sonic Automotive's (NYSE: SAH) powersports division has recorded remarkable success at the 85th Annual Sturgis Motorcycle Rally, with its five Harley-Davidson dealerships in the Black Hills setting new sales and customer engagement benchmarks. The company's newly opened Sturgis Harley-Davidson location played a significant role in this success, contributing to the overall positive performance.

During the rally, which ran from August 1 to August 10, Sonic Automotive sold over 1,100 motorcycles, reaching riders in all 50 states. Four separate days saw more than 100 bikes sold daily, demonstrating the high demand and interest in the event. The flagship Black Hills Harley-Davidson dealership emerged as the top Harley-Davidson (NYSE: HOG) dealership in America for combined new and used bike sales, while the Sturgis store positioned itself as the second highest-selling location [1].

The rally featured innovative initiatives such as a limited-edition motorcycle, a commemorative ride between all five dealerships, and the launch of the 85th Founders Club to celebrate loyal riders. These initiatives likely contributed to the high level of customer engagement and satisfaction. The event attracted more than 800,000 attendees based on estimates, the largest crowd since 2014 excluding the 75th anniversary [1].

Harley-Davidson (NYSE: HOG) CFO Jonathan Root commended the Sonic Powersports team for their efforts, stating, "The outstanding results achieved at this year's Sturgis Rally are a direct testament to the relentless hard work and focus of the Sonic Powersports team and their commitment to partnering with Harley-Davidson to deliver exceptional customer experiences. From sales and service to rider engagement and execution, this team delivered at the highest level" [1].

Sonic Automotive is already planning for an even larger presence at the 86th Annual Sturgis Rally, indicating a strategic focus on leveraging the event's success to boost overall performance. This success is particularly notable given Sonic Automotive's recent earnings call where the company targeted $500M annualized revenue from new luxury dealership acquisitions while boosting EchoPark EBITDA guidance [2].

References:
[1] https://seekingalpha.com/news/4491673-these-two-stocks-may-have-received-a-boost-from-the-sturgis-motorcycle-rally
[2] https://seekingalpha.com/news/4491673-these-two-stocks-may-have-received-a-boost-from-the-sturgis-motorcycle-rally