Core Insights - Sonic Automotive, Inc. achieved record-breaking performance at the 85th Annual Sturgis Motorcycle Rally, with significant sales and engagement across its Harley-Davidson dealerships [1][2][5] - The company sold over 1,100 motorcycles during the rally, marking a peak single-day sale of 135 motorcycles, surpassing the previous record of 86 [5][8] - Sonic Powersports solidified its position as a leading retailer in the Harley-Davidson community, with Black Hills Harley-Davidson recognized as the No. 1 dealership in America for combined new and used motorcycle sales [2][3] Sales Performance - The rally attracted over 537,000 vehicles, an 11% increase over the five-year average, with total attendance estimated to exceed 800,000 [5] - Sonic Powersports' sales registered from all 50 states, with four days exceeding 100 motorcycles sold [8] - The company executed a successful retail strategy, with more than 500 team members on-site to enhance customer experiences [5][8] Community Engagement - The event featured brand-first activations, including a limited-edition Sturgis Rally motorcycle and the launch of the 85th Founders Club to celebrate rider loyalty [4] - Sonic Powersports plans to expand its presence at future rallies, aiming to enhance rider experience and community connection [6]