Dealership celebrates the joy of riding and delivers a strong performance in new Harley-Davidson® motorcycle sales and related products
RAPID CITY, S.D.–(BUSINESS WIRE)–Following on the heels of the Harley-Davidson® Homecoming Festival in Milwaukee in July, motorcycle riders and fans kept the celebration of riding going at the 84th annual Sturgis Motorcycle Rally held August 2 – 11, 2024.
Throughout the 10-day event, Black Hills Harley-Davidson® hosted riders and enthusiasts and delivered a strong sales performance surpassing last year’s record for motorcycles sold during the annual event. Black Hills Harley-Davidson® sales performance highlights from the 2024 Rally include:
- New motorcycle sales up 26% compared to 2023, with Harley-Davidson’s® new 2024 Street Glide® and Road Glide® motorcycle models garnering the most attention and demo rides
- Used motorcycle sales up 7% compared to 2023
- Parts and accessories sales up 5% compared to 2023, led by top seller Harley-Davidson® Audio Powered by Rockford Fosgate® sound system packages
“We are extremely pleased with the rider turnout and sales performance at this year’s Rally,” said Al Rieman, General Manager of Black Hills Harley-Davidson®. Adding, “With support from Harley-Davidson®, we delivered exceptional experiences for our riders and fans above and beyond even last year, giving them even more reasons to come back next year or anytime for an unforgettable ride that only Harley-Davidson® can offer.”
New this year at the dealership was a VIP-themed demo ride experience where riders trying out new Harley-Davidson® motorcycles were treated to exclusive parking, dedicated concierge attention, and refreshments in a VIP air-conditioned hang-out zone that featured live music and premium views of the Rally activities. The VIP experience, a successful contributor to Black Hills Harley-Davidson’s® new motorcycle sales, is planned to return next year. Overall demo rides of Harley-Davidson® motorcycles at the Sturgis Rally also surpassed last year’s totals.
“We’re already getting ready for the 85th Sturgis Rally, and we expect it to be another incredible experience for our customers, the city, our Black Hills dealership, and Harley-Davidson®!” said Rieman.
The 85th annual Sturgis Rally takes place on August 1-10, 2025.
About Black Hills Harley-Davidson®
Black Hills Harley-Davidson® is a full-service Harley-Davidson® dealership and is home to the largest selection of Harley-Davidson® motorcycles, parts, accessories, and MotorClothes® apparel in the Midwest. Our inviting store is nestled just west of Rapid City – in the heart of the Black Hills of South Dakota. We’re known nationwide for being a premier dealership with certified Harley-Davidson® technicians, friendly parts staff, helpful motorclothes teammates, and a knowledgeable motorcycle sales team that can help you with the purchase of your new Harley-Davidson® or with one of our hundreds of pre-owned motorcycles available. Each year Black Hills Harley-Davidson® plays host to over 100 of the industry’s best brands and companies who showcase their products on our 40-acre layout during the world-famous Sturgis Motorcycle Rally, called “The Rally at Exit 55.” More information about Black Hills Harley-Davidson can be found at blackhillshd.com.
Contacts
Black Hills Harley-Davidson® Media Relations
media.relations@blackhillshd.com
