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Sonic Automotive, Inc. (NYSE:SAH), one of the largest automotive and powersports retailers in the United States, today 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.
The rally drew one of its largest crowds in recent years. The South Dakota Department of Transportation reported that more than 537,000 vehicles entered Sturgis during the 10-day event. That marked an 11 percent increase over the five-year average and the highest total since 2014, excluding the 75th anniversary. Based on typical passenger loads, total attendance is estimated to have exceeded 800,000 people.
Posted In: SAH
