RAPID CITY, SD – Black Hills Harley-Davidson is now the top-selling Harley-Davidson dealership in the country for year-to-date new motorcycle sales, after its parent company posted record numbers from the 86th annual Sturgis Motorcycle Rally.

Sonic Powersports, the powersports division of Sonic Automotive, announced it sold 1,135 new and pre-owned motorcycles across its five Black Hills locations during this year’s rally, the company’s highest rally sales volume to date. That total included a record 511 new Harley-Davidson motorcycles.

The results were driven by a deployment of more than 1,200 rally-ready motorcycles and over 550 employees across the Black Hills locations, the largest Harley-Davidson inventory Sonic has assembled for the rally since taking ownership of the dealerships.

Sturgis Harley-Davidson, which only began selling motorcycles a year ago, set its own dealership record with 348 motorcycles sold during the rally.

“Sturgis is the Super Bowl of motorcycle retail, and our team came ready to compete,” said Jeff Dyke, president of Sonic Automotive. “We brought more motorcycles, more teammates and more resources to the Black Hills than ever before. Riders found the selection, the people and the experience they were looking for. The outcome was another record, and more proof of what this growing platform can do.”

David B. Smith, chairman and CEO of Sonic Automotive, said the rally performance reflects the company’s strategy of expanding its Harley-Davidson footprint nationally. Sonic Powersports now operates 20 locations and 46 franchises nationwide, including 13 Harley-Davidson properties.

Jonathan Root, chief financial and commercial officer of Harley-Davidson, credited the Black Hills team with delivering “the kind of unmatched Harley-Davidson customer experience that makes the Rally so special.”

For more information, visit SturgisHD.com or SonicPowersports.com.