4 • May 2026 • Powersports Business

Sonic Automotive is accelerating its push into powersports retail, announcing the acquisition of five Harley-Davidson dealerships across key U. S. markets as part of its ongoing growth strategy.

The newly acquired stores— located in California, Florida, Georgia and North Carolina— include San Diego Harley-Davidson, Falcon’ s Fury Harley-Davidson, Space Coast Harley-Davidson, Treasure Coast Harley- Davidson and Raging Bull Harley-Davidson. The additions expand Sonic’ s reach in some of the country’ s most active riding regions and deepen its presence within the Harley- Davidson dealer network.

The move builds on strong financial momentum for the Charlotte, North Carolina-based retailer. Sonic reported record 2025 revenue of $ 15.2 billion and gross profit of $ 2.4 billion, while its powersports division generated a record $ 202.9 million in revenue and $ 11.5 million in adjusted EBITDA— reinforcing the segment as a growing contributor to overall performance.

“ This acquisition represents a pivotal step in our long-term growth plan … extending our reach within the high-growth powersports business and further diversifying our portfolio,” says David B. Smith, chairman and chief executive officer of Sonic Automotive.

Following the acquisitions, Sonic Powersports now operates 20 rooftops nationwide, representing 46 franchises, including nine full-service Harley-Davidson dealerships. The company has rapidly scaled its powersports presence in recent years and is now expected to rank among the top five dealer groups in the U. S.

Sonic has also leveraged marquee destinations such as Black Hills Harley-Davidson and Sturgis Harley-Davidson to build brand equity and drive volume. During the 85th Sturgis Motorcycle Rally, the retailer reported selling more than 1,100 motorcycles

The newly acquired stores— located in California, Florida, Georgia and North Carolina— include San Diego Harley-Davidson, Falcon’ s Fury Harley- Davidson, Space Coast Harley-Davidson, Treasure Coast Harley-Davidson( above) and Raging Bull Harley-Davidson.( Photos: Space Coast Harley- Davidson / Facebook)

at its Sturgis location, highlighting its ability to execute high-volume retail operations tied to major events.

Jonathan Root, chief commercial officer and CFO of Harley-Davidson, said the expansion strengthens the OEM’ s retail network.

“ Sonic’ s commitment to operational excellence, customer engagement, and community-building reflects the core values of our brand,” Root says.

The company’ s powersports portfolio also includes multi-brand stores such as Team Mancuso Powersports locations and Motorcycles of Charlotte and Greensboro, representing OEMs including Kawasaki, Polaris, BRP, Yamaha, Ducati, Indian Motorcycle and BMW Motorrad.

President Jeff Dyke said the investment underscores Sonic’ s broader diversification strategy.

“ This investment in powersports is a clear indicator of Sonic Automotive’ s ongoing commitment to expansion across dynamic growth markets,” Dyke says.

With continued consolidation across the dealership landscape, Sonic’ s latest acquisitions highlight the increasing role of large, well-capitalized groups in shaping the future of powersports retail through scale, operational efficiency and expanded customer engagement.

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The North American Trailer Dealers Association( NATDA) has announced a strategic partnership with NCM Associates aimed at strengthening education, peer networking and operational support for trailer dealers.

As part of the agreement, NCM Associates has been named NATDA’ s education partner and exclusive service management training provider. The collaboration will focus on delivering programs tailored specifically to the needs of trailer dealerships.

The partnership introduces access to trailer-focused 20 Groups, leadership and service workshops, benchmarking data and training incentives designed to help dealers improve profitability and performance.

EXPANDED 20 GROUP OPPORTUNITIES

A central component of the partnership is the expansion of NCM’ s 20 Group program within the trailer segment. These groups bring together non-competing dealers to share financial data, compare performance metrics

N CM Associates has been named NATDA’ s education partner and exclusive service management training provider.( Photo: Google / NCM / NATDA)

and exchange best practices in a confidential, facilitated setting.

Mark Spader, a 20 Group moderator with NCM Associates, said the collaboration will provide trailer dealers with access to benchmarking and peer collaboration tools that support stronger decision-making and longterm growth.

NATDA members will now have access to 20 Groups built specifically for trailer dealers, along with a new“ Express” format designed for smaller operations. The hybrid option combines virtual and in-person engagement, allowing dealers to participate with reduced travel costs while maintaining regular collaboration and insights.

TRAINING SESSIONS NCM Associates will also play a visible role at the upcoming NATDA Trailer Show, scheduled for Sept. 1 – 3 in Nashville. The company will host three education sessions focused on improving dealership operations: Parts management strategies; Service department performance; And a Mock 20 Group session.

Corey Langley, NATDA’ s director of exhibits and partnerships, added that the agreement is intended to deliver practical, cost-effective resources that help dealers improve performance and build more resilient businesses.

The sessions are designed to give dealers practical tools they can apply directly to their businesses, while also introducing the peergroup model. Additional details on future programs and initiatives tied to the partnership will be released in the coming months.

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