Sonic Automotive accelerates powersports push with Harley-Davidson acquisitions

Sonic Automotive expanding its footprint in the powersports sector through the acquisition of five Harley-Davidson dealerships. The Charlotte, N.C.-based retailer acquired Harley-Davidson stores in California, Florida, Georgia and North Carolina, increasing Sonic Powersports’ network to 20 rooftops nationwide and 46 franchises, according to an April 21 company release. Sonic did not disclose the financial terms of the transaction. The newly acquired stores include: San Diego Harley-Davidson in San Diego; Falcon’s Fury Harley-Davidson in Conyers, Ga.; Space Coast Harley-Davidson in Palm Bay, Fla.; Treasure Coast Harley-Davidson in Stuart, Fla.; and Raging Bull Harley-Davidson in Durham, N.C. The acquisition brings Sonic Powersports to roughly $300 million in annual revenue before operational improvements at the newly acquired stores, Sonic Automotive President Jeff Dyke told Auto Finance News . “We get to bring in our technology, our playbook, processes, our culture and all the things that Sonic Automotive brings to the table that we've learned from decades of work and success in the auto retail finance business,” he said. “We knew internally we could transition that into powersports and the Harley brand.” The retailer expects its new stores in southern markets will help offset a seasonal dip in motorcycle sales at its Sturgis, S.D., operations, which represent “a big chunk,” of its revenue, Dyke said. “We do that [business in Sturgis] from right now till the end of August , and then from September until right now, business shuts down because nobody's riding motorcycles in the wintertime up there,” he said. “By having the stores in the southern belt ... it helps offset the seasonality because we're selling bikes 24/7 in those states.” Sonic Powersports performance For the first quarter, Sonic reported the following powersports results, according to the company’s April 30 10-Q filing with the SEC : Retail new-vehicle sales increased 13.2% year over year to 1,124 units; Used-vehicle sales increased 43.9% YoY to 832 units; and Finance and insurance (F&I) revenue was $1.8 million, up 20% YoY. Sonic Automotive’s total F&I revenue rose 6.1% YoY to $202.4 million in Q1, according to the retailer’s April 30 earnings release. Total new-vehicle sales fell 8% YoY to 25,830, while used-vehicle sales rose 3.5% YoY to 26,335. While the powersports segment’s numbers are smaller, they carry a faster growth rate. Powersports growth opportunity Sonic sees opportunities to modernize the fragmented powersports industry by applying automotive retail technologies and operational processes, particularly in finance and used-vehicle operations, Dyke said. “One of the things that surprised me is customers don’t bring their used Polaris or their used motorcycle in to trade it in on a new one. They put a sign on it and put it in their yard for sale.” — Jeff Dyke, president, Sonic Automotve Sonic plans to continue growing through acquisitions while taking a measured approach to integration, Dyke said. “We’re going to gobble a little bit at a time,” he said. “We’re not going out there to grow so fast that we outpace our ability to provide that great guest experience in the stores.” Auto Finance News will present multiple invaluable events for industry professionals in 2026, starting with Auto Finance Summit East and Auto Finance Capital Summit in May. To see event agendas and register, visit autofinance.live .

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Sonic Automotive accelerates powersports push with Harley-Davidson acquisitions

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