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Powersports Business • June 2026 • 25 but from a social media perspective and really dialing into consumers on where they’ re shopping and how they want to shop.”

And with Harley-Davidson being such a large component of its powersports operations, Sonic has been keeping a close eye on The Motor Company’ s recent corporate reset, saying it’ s been encouraged by the new CEO’ s vision.

“ The brand, I think, is making a great iconic comeback. It’ s a lot of fun to watch,” Dyke says.“ Their new leadership is great. We’ re having a lot of fun watching them do their thing.”

STURGIS SALES SURGE Sonic showed what its processes can lead to when applied to powersports, and it was on full display last August during the Sturgis Motorcycle Rally in South Dakota.

During Sturgis, Sonic’ s five dealerships in the Black Hills— including the newly opened Sturgis Harley-Davidson— sold more than 1,100 motorcycles during the 10−day event.

And that included moving metal to customers from every corner of the U. S., with numbers showing that unit sales were registered in all 50 states.

Four days had surpassed the 100−unit mark, including a single-day peak of 135 motorcycles that set a new sales record, eclipsing the previous high of 86.

By the end of 2025, Black Hills Harley- Davidson ranked as the No. 1 Harley-Davidson dealership in the U. S. for combined new and pre-owned sales, while the new Sturgis Harley-Davidson location debuted as the second-highest volume store nationwide.

During the Sturgis sales surge, Sonic mobilized more than 500 team members to assist with inventory, F & I processes, and technician help. This strategy, Dyke says, is Sonic’ s plan to use in the future to maximize sales, and not just at Sturgis, but with other major motorcycling events like Daytona Bike Week. It’ s another key benefit of having such a diverse dealership portfolio that is spread throughout the country.

“ We even let some of the automotive technicians who have Harley experience come up and turn a wrench for us during that time frame,” Dyke says.“ So it’ s all hands on deck. Everybody shows up. Everybody wants to go, and we make it a fun time.”

With that collective effort, Dyke says he envisions sales to increase, perhaps even five times its record-setting output.

“ We don’ t see 1,100 bikes as a particularly high number,” he continues.“ We believe we can sell 5,000 bikes. But to do that, you need the inventory and the trust of the manufacturer— which we’ ve done.”

When Sonic first jumped into the powersports scene, Dyke says the company was bringing in around $ 50 million to $ 60 million in annual revenue. Today, that number is now pushing $ 300 million annually. But despite the large sales, Dyke stresses it’ s more about the process than the numbers.

“ Revenue in the auto retail world is strange because our average selling price is $ 50,000. So, when you sell a unit, you make a lot of revenue,” he says.“ The important thing is the margins. How many are we selling? How much of the gross are we keeping?”

Dyke adds that Sonic will keep striking while the iron is hot, look for more growth opportunities, and show customers how the company sets itself apart from the competition.

“ We’ re trying to do is establish our footprint in powersports and really let the world know the difference that you get when you come into one of our stores,” Dyke says.“ We’ ve got plenty of inventory. We’ ve got incredible merchandise and great training. Our teammates are armed with technology, and we’ re not done yet. We’ re going to keep growing. We love this business. The margins are fantastic, and there are so many opportunities out across the country for us to get involved in.”

Across its five dealerships in the Black Hills, including flagship locations Black Hills Harley-Davidson and the newly opened Sturgis Harley-Davidson, Sonic sold more than 1,100 motorcycles during the 10-day event.( Photos: Sonic Powersports / Facebook)