This week in US Powersports business.
Sonic Powersports Sets Another Sturgis Motorcycle Rally Sales Record With 1,135 Motorcycles Sold, Showcasing Strength of Expanded National Network Strategy
Sonic Automotive, Inc. (NYSE: SAH), one of the nation’s largest automotive and powersports retailers and the only automotive and powersports retailer recognized on Newsweek’s 2026 “Most Trustworthy Companies in America” list, today announced that Sonic Powersports set another sales record at the 86th annual Sturgis Motorcycle Rally, selling 1,135 motorcycles. The total included a record 511 new Harley-Davidson motorcycles, securing Black Hills Harley-Davidson as the No. 1 Harley-Davidson dealership in the nation for year-to-date new motorcycle sales.
The achievement was powered by more than 1,200 new and pre-owned, rally-ready motorcycles deployed across Sonic’s five Black Hills locations – the largest Harley-Davidson inventory ever assembled for the Rally under Sonic’s ownership – and executed through the operational scale of the company’s expanded national Harley-Davidson network. The result is a clear operating proof point for Sonic’s strategy to build a larger, more connected powersports platform that can offer riders more selection, more access and a stronger guest experience.
“What we accomplished represents far more than another record at the Rally,” said David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive. “It validates the strategy behind the platform we are building: expanding our Harley-Davidson footprint, investing in the selection riders want, and giving our teammates the scale and support to execute at the highest level. We are seeing that strategy create a differentiated experience for riders and real momentum for Sonic Powersports.”
“The annual Sturgis Motorcycle Rally is one of the most iconic gatherings in motorcycling – an event our customers, dealers and employees look forward to every year – and this year was a tremendous success,” said Jonathan Root, Chief Financial and Commercial Officer of Harley-Davidson. “Sonic Powersports helped deliver the kind of unmatched Harley-Davidson customer experience that makes the Rally so special, bringing the scale, selection and commitment it takes to serve riders at the highest level.”
2026 Sturgis Motorcycle Rally: Key Facts
- Record retail performance: 1,135 new and pre-owned motorcycles sold, Sonic Powersports’ highest Rally sales volume to date.
- Record new-motorcycle sales: 511 new Harley-Davidson motorcycles sold during the Rally.
- Sturgis Harley-Davidson: 348 new and pre-owned motorcycles sold, a dealership record; the location began selling motorcycles only one year ago.
- Rally operating scale: More than 550 Sonic Powersports teammates deployed across five Black Hills locations to support the Rally experience.
“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.”
A National Harley-Davidson Platform Built to Serve Riders
Sonic Powersports continues to be the fastest-growing powersports retailer in the country, with a national Harley-Davidson platform that now spans 20 rooftops and 46 franchises, including 13 Harley-Davidson locations: nine full-service Harley-Davidson dealerships and four Harley-Davidson retail locations focused on apparel and accessories. The network includes Black Hills Harley-Davidson and Sturgis Harley-Davidson in South Dakota, and Mancuso Harley-Davidson and Horny Toad Harley-Davidson in Texas. The 2026 additions included San Diego Harley-Davidson, Falcon’s Fury Harley-Davidson in Conyers, Georgia, Space Coast Harley-Davidson in Palm Bay, Florida, Treasure Coast Harley-Davidson in Stuart, Florida, and Raging Bull Harley-Davidson in Durham, North Carolina, extending Sonic’s reach in some of the country’s most active riding markets and strengthening its ability to serve riders well beyond the Rally.
For more information about Sturgis Harley-Davidson, visit SturgisHD.com. To explore the Sonic Powersports network, visit SonicPowersports.com. Investors can find company information and filings at ir.sonicautomotive.com.
New Military Snowmobile Available from Polaris Government and Defense
Amid growing interest in arctic mobility and increased demand and discussions with customers, Polaris Government and Defense has introduced a new military snowmobile: the Military 850 Voyageur 155 Crossover. This new snowmobile joins the military oversnow lineup from Polaris that includes the Military 850 TITAN 155 and Military 850 PRO RMK 155 snowmobiles and the MRZR Alpha with Arctic Mobility Kit. Warfighters worldwide rely on Polaris Government and Defense to provide off-road, light tactical vehicles for the most unforgiving off-road conditions. Polaris militarized snowmobiles, or over-snow reconnaissance vehicles (OSRVs), are a critical component of the off-road arsenal for winter warfare.
Driven by demand from current customers, the new Military 850 Voyageur Crossover snowmobile combines the powerful 850 engine with payload capacity for a driver, passenger and stowed gear. With 450lbs of towing capacity, it provides military forces with a snowmobile that isn’t available anywhere else.
Once the configuration was finalized, the U.S. Army ordered 50 of these new Military 850 Voyageur snowmobiles, along with 25 Military 850 TITAN 155 snowmobiles and more than 30 RANGER utility vehicles, along with spare parts, maintenance and training support. Multiple contract mechanisms were leveraged and vehicles have already begun delivering in support of the unit, with all deliveries planned by the end of the year.
The U.S. Marine Corps has also placed a new order for 60 military snowmobiles, 20 of each of the three models to be delivered to units based in Norway. All three military snowmobile models are equipped with the same durable 850 Polaris two-stroke engines for ease of maintenance and sustainment.
In addition, the U.S. Air Force has ordered Voyageur snowmobiles for the 57th Rescue Squadron in Italy in support of their combat search and rescue, personnel recovery and casualty evacuation efforts.
Polaris Military Snowmobiles, including the new Military 850 Voyageur Crossover, have several modifications for the military mission:
- Blackout Mode – a single switch instantly turns off all lights for discreet operation
- IR Light – infrared lighting provides visibility to operators while in blackout mode
- White Body Panels – additional white on military snowmobiles provides camouflage
- 12V outlets – power or charge hand-held electronics and other mission essentials
The Military 850 Voyageur Crossover also features the same switch panel for familiar operation, parts commonality and ease of driver training. The common 850 Polaris two-stroke engines in each snowmobile model are electric start, while also supporting manual, pull-start in extreme cold. A keyless ignition also comes standard on military models to simplify fleet operation. Overall weight reduction and ergonomic upgrades provide added control while the advanced suspension improves handling, enhanced capability and agility. Calibrated shocks and a proven suspension architecture absorb bumps in shifting terrain to add a level of comfort to the ride while a narrow cockpit provides greater control, stability and precise navigation. To increase stealth, these three military snowmobiles are designed to blend into snowy, arctic environmental conditions.
In arctic and mountainous snow-covered environments, Polaris military snowmobiles and tactical vehicles allow operators to move farther and faster. The experts in winter mobility, Polaris has been making innovative snowmobiles for seven decades. Today’s snowmobiles are delivered mission-ready to military customers with confidence that all modifications have been validated by Polaris engineers. The dedicated team at Polaris Government and Defense also provides training courses to maximize operator effectiveness and ability for these specialty platforms. Polaris’ commercially modified platforms are air transportable, highly capable and a force multiplier for every service in the United States military and more than 60 allied countries.
