By Brendan Baker|Editor-in-chief
Sonic Automotive, parent company of Sonic Powersports and EchoPark Automotive, is making waves in the powersports industry after a record-breaking performance at the 85th Sturgis Motorcycle Rally. Jeff Dyke, president of Sonic Automotive, shared with Powersports Business how his team sold 1,105 new and pre-owned Harley-Davidsons during the 10-day event — surpassing their previous rally record of 716 units and setting new benchmarks for customer experience, technology, and inventory management.
“This was our third Sturgis event, and it was just amazing,” Dyke shares. “From a percentage standpoint, it’s a small slice of the 800,000 attendees, but for us, it proved what’s possible when you combine the right inventory, pricing, and processes with technology that delivers speed and efficiency.”
Sonic Powersports footprint
Sonic Automotive operates over 110 auto retail stores, 18 EchoPark pre-owned dealerships, and several high-volume automotive locations, including the Mancuso stores in Houston. Its powersports division, still relatively young, includes Motorcycles of Charlotte, as well as six Harley-Davidson locations in South Dakota, including Black Hills Harley-Davidson and Sturgis Harley-Davidson. Dyke emphasized that applying lessons learned from the auto retail side has been a key factor in Sonic Powersports’ early success.
“From processes and technology to merchandising and training, we brought everything we know from auto retail into powersports,” he says. “That’s what helped us set records at Sturgis.”
Untapped market
One of Sonic’s biggest differentiators in the powersports market is its focus on pre-owned motorcycles. Whereas the industry norm often sees new motorcycles outselling used three to one, Sonic has flipped that approach by heavily promoting pre-owned inventory alongside new models.
“In auto retail, we sell about two-and-a-half used vehicles for every new one,” Dyke explains. “It makes no sense that powersports hasn’t fully tapped into the pre-owned market. There are more pre-owned vehicles and more pre-owned buyers than new, yet the industry hasn’t developed the technology or processes to sell them efficiently.”
The results are telling: year-to-date, Sonic reports pre-owned sales up 63% over 2024, with new motorcycle sales up 24%. In August alone, pre-owned jumped 78%. Dyke says the company expects this ratio to continue improving as processes solidify, predicting that in a few years, Sonic will sell twice as many pre-owned units as new ones.
Customer experience
Sonic Powersports has adopted innovative sales technology to streamline transactions. At Sturgis, the company piloted iPad-based sales tools that allow employees to appraise trade-ins, handle financing, and sell F&I products without leaving the customer’s side.
“Last year, trade valuations averaged about an hour; this year, we reduced that to under six minutes,” Dyke claims. “Once a customer makes a decision, they don’t want to wait around. They want to get on the road, and our technology allows us to make that happen.”
EchoPark’s one-price model, a transparent and upfront pricing model, has also been applied to powersports, eliminating negotiation and fostering trust. “Consumers are smart,” Dyke says. “Put the right price on the right bike at the right time, and you don’t have to haggle. It’s all about creating a smooth, efficient experience.”
Inventory strategy
Sonic leveraged its multilocation footprint to strategically move inventory. During Sturgis, the company shifted motorcycles from its Texas stores to meet high demand and even cross-merchandised products — placing trucks with motorcycles to attract customers shopping across categories.
“We traded nearly 700 motorcycles at the rally, including about 150 metric bikes,” Dyke adds. “Having multiple locations allows us to move inventory efficiently, ensuring the right bikes are in the right place at the right time. If we had more inventory, we could have easily sold 2,000 bikes instead of 1,105.”
Harley-Davidson’s support was also key. Dyke said the manufacturer helped supply additional motorcycles when local inventory ran low, highlighting the importance of partnerships in high-volume sales events.
Event-specific strategy
The 85th Sturgis Rally was the first time Sonic could sell motorcycles directly in Sturgis, rather than requiring attendees to purchase from a nearby location. Dyke noted that being “where the fish are” is critical. The dealership opened new facilities and purchased adjacent property to accommodate sales and merchandising, ensuring customers had a complete on-site experience.
“Our goal is to create an environment where the customer can efficiently buy, trade, and leave happy,” Dyke says. “We want them on the road enjoying their motorcycles, not stuck in paperwork.”
Lessons from automotive retail
Dyke repeatedly emphasized to us that automotive retail strategies are directly transferable to powersports. From CRM systems to reconditioning processes, he says the key is combining technology with well-trained staff to deliver a top-tier customer experience.
“The world gets caught up in tariffs, cyberattacks, or the latest crisis,” Dyke says. “We just focus on the basics — process, technology, customer experience, and taking care of our teammates. That’s the magic dust that makes it work.”
Growth plans
Looking ahead, Sonic plans to continue expanding its powersports footprint. Recent acquisitions, such as Motorcycles of Charlotte and Mancuso in Houston, provide the company with the experience and infrastructure to scale further. Dyke said the company intends to grow thoughtfully, upgrading facilities, hiring and training staff, and leveraging technology to enhance both new and pre-owned sales.
“The margins are good, the people are fun, and the passion from the customer base is incredible,” Dyke says. “We want to continue building an amazing powersports business that offers an exceptional experience for everyone involved.”
Hear More from Sonic’s Jeff Dyke
For an in-depth look at Sonic Powersports’ strategies and record-breaking Sturgis sales, tune in to the latest episode of the Power Hour podcast featuring Jeff Dyke. He shares insights on pre-owned growth, technology integration, and how dealers can apply automotive best practices to powersports sales.
Kymco USA just announced its nationwide launch of the AK550i Premium, a next-generation maxi-scooter that provides riders with an ensemble of power, comfort, and cutting-edge technology.
Whether on daily commutes or long-distance adventures, with its 550cc twin-cylinder, four-stroke engine, the AK550i Premium delivers performance for both the open road and city streets.
Building on the AK550i platform, the Premium model introduces rider-first features that elevate comfort, safety, and control:
Available in sleek black and flat brown, the AK550i Premium is priced at $12,199. If you are a dealer looking to add an AK550i Premium to your showroom, learn more about how you can become a Kymco dealer by visiting kymcousa.com or calling (864) 327-4744.
Husqvarna Mobility announced the 2026 701 Enduro and 701 Supermoto models — two machines the manufacturer says were upgraded with stronger engines, new bodywork, and advanced technology.
701 Enduro
Dynamic Slip Adjust (DSA) is a brand-new feature on the 701 Enduro. Available exclusively in optional Rally Mode, it automatically adjusts the permitted rear wheel slip based on the available traction in any given situation. Importantly, DSA is designed solely to increase rear wheel slip by lowering the level of Motorcycle Traction Control (MTC) when additional spin is needed.
In practice, if a rider is using a high MTC setting and hits a muddy patch or steep climb, the system temporarily allows more wheel spin without cutting engine power. Once traction is regained, torque and slip levels automatically return to the original MTC setting.
701 Supermoto
Supermoto+ ABS, fitted to the 701 Supermoto, builds on the popular Supermoto ABS Modes from previous generations. This new feature allows riders to deliberately slide the rear wheel through a limited angle when entering corners. During this maneuver, ABS remains active on the front wheel for continued stability.
Also exclusive to the 701 Supermoto, the new Sport ABS enables the rider to brake more aggressively before the ABS intervenes, with control maintained on both the front and rear wheels. Compared to Road ABS, Sport ABS permits higher brake pressure at greater lean angles, offering improved control and allowing experienced riders to brake harder before ABS engagement.
New updates
Both bikes now feature a redesigned LC4 engine that is compliant with the latest emissions requirements. This single-cylinder engine produces linear and controllable power, ensuring performance with chassis agility and handling. Additionally, the updated WP suspension and new electronics include advanced ride modes and ABS options.
Each updated 701 model includes a new 4.2-inch TFT dashboard, which offers enhanced connectivity and a modern interface. An RPM display and gear selection indicator are clearly visible, while the overall layout stays slim and minimal in its design.
From the handlebars, riders can quickly personalize their motorcycle by engaging their choice of ride modes and by activating or deactivating Traction Control or ABS.
The 2026 701 Supermoto will be available at authorized Husqvarna dealers beginning in November, while the new 701 Enduro will arrive in April 2026.
The Sturgis Motorcycle Museum & Hall of Fame reported record-breaking results during the 85th Sturgis Motorcycle Rally, with increased attendance, higher merchandise sales, and expanded community support.
City officials said vehicle traffic during the rally rose 14.1% compared to last year and 11.3% above the five-year average. The museum benefited directly, with a 15% increase in attendance and a 20% jump in merchandise sales. Its annual Hall of Fame breakfast sold out months in advance.
“The increased attendance we saw this year reflects the connection the museum has with this passionate community of riders,” says executive director Heidi Haro.
The rally also saw the debut of Pearl’s Jam, a new event celebrating women in motorcycling. Guests included Rally Grand Marshal Gloria Struck, designer Theresa Contreras, and Harley-Davidson’s Karen Davidson. The event secured $11,000 in sponsorships and featured the first trailer for the upcoming film “Iron Lilly,” which highlights Hall of Fame inductee Lillian Farrow.
Philanthropic contributions added to the momentum. The Hamsters motorcycle group donated $109,000 from their annual banquet, while collector and TV personality Richard Rawlings contributed $10,000.
Online engagement was another bright spot, with the museum reporting a 293% increase in social media traffic and a 245% rise in tagged or mentioned content. The institution also led a community drive that collected 272 pounds of peanut butter for Feeding South Dakota.
“We couldn’t be happier with the results of the rally,” says Museum Board Chair Paul “Fozzy” Fosdyck. “This is a direct result of the creative approach and hard work of the museum’s staff and volunteers.”
Founded in 2001, the Sturgis Motorcycle Museum & Hall of Fame boasts one of the world’s largest collections of custom and vintage bikes, inducting new members in its hall of fame every August during Rally Week.
The American Motorcyclist Association has announced the passing of John Penton, one of the most influential figures in powersports history and the founder of Penton Motorcycles. Penton died peacefully on Sept. 8, just weeks after turning 100 years old.
Penton’s 100th birthday in August was widely celebrated across the industry, with KTM and the AMA recognizing the milestone for the man whose vision helped shape modern off-road riding. Now, the community reflects on his extraordinary life and legacy.
After serving his country during World War II, Penton returned home to racing and quickly recognized the potential of lightweight motorcycles in endurance competition. That insight led to the creation of Penton Motorcycles, produced in partnership with KTM starting in 1968. More than 25,000 units were sold in the U.S. over the next decade, laying the foundation for KTM’s growth into one of today’s global off-road leaders.
Beyond motorcycles, Penton also influenced the off-road gear market. His collaboration with Alpinestars resulted in the development of the iconic Hi-Point boots, which became a staple for generations of riders.
Inducted into the AMA Motorcycle Hall of Fame in 1998, Penton’s impact spanned racing, product development, and retail. He began his career as a dealer alongside his brothers, proving that a passion for better-performing motorcycles could drive both business success and industry innovation.
Dealers who carry KTM today still benefit from the groundwork laid by Penton’s early partnership with the Austrian manufacturer. His vision for smaller, lighter, and more capable motorcycles transformed off-road riding — and continues to shape the market.
John Penton: A legacy in motorcycling
Triumph Motorcycles recently announced two new additions to its off-road lineup, the TF 250-C and TF 450-C, purpose-built bikes engineered for cross-country racing.
The cross-country range features powertrains with three specially developed engine maps, refined torque delivery and durability. The tailored, lightweight chassis, premium suspension with cross-country settings, and an 8.3-liter fuel tank provide agility and endurance.
Triumph Chief Commercial Officer Paul Stroud says the company expects its newest cross-country range to have similar success on the global racing scene as its motocross and recently released enduro models.
“With the TF 250-C and TF 450-C, we’re bringing that same competitive edge to cross country,” he says. “These new bikes are built to the highest standards and have been through relentless development and testing to deliver race-winning performance in the most demanding conditions.”
Power tuned for the trail
Both models deliver smooth, controllable torque for technical terrain, linear power delivery for singletrack precision, and strong acceleration for high-speed racing. Forged aluminum pistons, DelWest titanium valves, and diamond-like carbon coatings reduce friction and enhance durability. Lightweight magnesium covers and advanced cooling systems ensure consistent performance under pressure.
The TF 250-C features a 250cc four-stroke single producing 46.67 hp at 13,250 rpm, conducive for rides on technical terrain and rapid transitions.
In contrast, the TF 450-C has a 450cc four-stroke single delivering 61.6 hp at 9,500 rpm. Its broader torque and high-revving performance make it ideal for steep climbs and high-speed straights. A high-capacity clutch with hard-anodized basket hydraulic Brembo calipers and master cylinders, as well as a five-speed gearbox, provide control and endurance. The narrow engine design improves brake pedal interaction.
Precision handling
Triumph’s lightweight chassis is designed to deliver optimal balance and control. Adapted specifically for the rigors of GNCC-style racing and long-format endurance events, the aluminum spine frame features twin cradles and a lightweight construction that maximizes strength without compromising responsiveness. Combined with advanced suspension, refined for cross-country riding and rider-focused geometry, the chassis offers high-level tunability.
Rider-focused technology
Both TF models feature app-controlled engine management, dual engine maps, launch assist, traction control, and a quickshifter for clutchless upshifts between second and fifth gear, allowing adaptation to changing terrain and race strategy.
Suspension performance is delivered by KYB’s AOS coil system, featuring airoil separation for consistent damping and precise handling. D.I.D DirtStar 7000-series aluminum rims with black anodized finish are paired with lightweight hubs and Dunlop Geomax AT82 all-terrain tires.
On the ground
The new TF 250-C is available from $9,695 USD, and the TF 450-C starts at $10,695, and both are available to dealers in the U.S., Canada, France, and New Zealand starting in October.