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Powersports Business • August 2026 • 9 upcoming 250th anniversary. The exclusive motorcycles feature custom silver paint, patriotic graphics and commemorative 1776−2026 badging and are available through a pre-sale program beginning immediately.

One of the limited-edition motorcycles was also awarded to the winner of the Quaker State 400 at EchoPark Speedway, tying together Sonic’ s automotive and powersports operations.

The dealerships will also offer exclusive Sturgis collector merchandise, including apparel celebrating the 86th rally and a vintage reprint series inspired by Sturgis Harley-Davidson designs from the 1990s and early 2000s.

“ Preparing for the Sturgis Rally is a year-round effort that starts with understanding what riders want most from their rally experience,” says Jeff Dyke, president of Sonic Automotive.“ This year, we have expanded our inventory, introduced new ways for riders to secure motorcycles before arriving, and developed exclusive products that can only be found through our dealerships.”

Left: Ryan Blaney won the Echo Park 400 NASCAR race in Charlotte and took home a limited edition Harley to boot. Right: Sonic stores will also have the new Harley-Davidson Deadwood just in time for the rally!

With hundreds of thousands of riders expected to visit the Black Hills during the rally, Sonic is betting big on Sturgis as one of the premier retail opportunities of the year. The event remains one of the largest annual retail showcases for new and pre-owned motorcycles, riding gear and aftermarket accessories.

The annual Distinguished Gentleman’ s Ride took place on May 17 and brought together 123,600 riders across 1,071 rides in 109 countries, making it the highest number of rides in the event’ s history.

A total of $ 7.53 million was raised, surpassing last year’ s total of $ 7.3 million. The funds were raised to support global programs in prostate cancer research, early detection, and men’ s mental health. Since its launch in 2012, The DGR has raised more than $ 68 million worldwide.

As the Global Motorcycle Partner since 2014, Triumph supports The DGR through rider engagement, dealer activation, fundraising incentives and exclusive product collaborations. Triumph riders accounted for the largest single group of participants, with 26,850 riders taking part globally, collectively raising a record $ 2.4 million.

“ This is our 13th year as the official motorcycle partner of The DGR, bringing riders together in style, community, and purpose,” says Paul Stroud, Triumph’ s chief commercial officer.“ With the support of our Team Triumph ambassadors, it’ s inspiring to see Triumph owners around the world taking part and raising record sums to contribute to the continued success of this remarkable event.”

This year’ s event also recognized leading individual fundraisers and contributors from across the global DGR community.

Triumph riders accounted for the largest single group of participants, with 26,850 riders taking part globally, collectively raising a record $ 2.4 million.( Photo: Triumph)

Prize winners and top fundraisers

• Gentlefolk Prize winner: Michael Swanwick( Derbyshire, UK) Michael Swanwick was awarded the Gentlefolk Prize in recognition of his overall contribution to the ride, including fundraising, participation and engagement. He received a one-off Triumph Speed Twin 1200 Cafe Racer DGR Edition.

• Top fundraiser: Johnny Scheff( Chicago) Johnny Scheff from Motoworks, a Triumph dealership, was the highest individual fundraiser globally in 2026, raising $ 85,154. He was awarded a Triumph Bonneville T120.

• Second-place fundraiser: Joseph Mancinelli( Hamilton, Canada) Joseph Mancinelli raised $ 64,479 and will select a motorcycle from Triumph’ s Modern Classic range to auction.

• Third-place fundraiser: Christopher Minks( Metuchen, New Jersey) Christopher Minks completes the top three global fundraisers for 2026, raising $ 62,117, and received a Triumph Scrambler 900.