Sonic Automotive's Powersports Power Play with Harley-Davidson Buyout

CHARLOTTE, N.C. – April 21, 2026 – Sonic Automotive, Inc., a titan in the automotive retail world, has throttled up its expansion into the powersports market, announcing the acquisition of five major Harley-Davidson dealerships across four states. The move significantly enlarges the footprint of its Sonic Powersports division and signals a bold strategy to dominate a new retail sector.

The newly acquired dealerships—San Diego Harley-Davidson in California, Falcon's Fury Harley-Davidson in Georgia, Raging Bull Harley-Davidson in North Carolina, and both Space Coast and Treasure Coast Harley-Davidson in Florida—plant Sonic's flag firmly in some of the nation's most active and lucrative motorcycle riding communities. With this single transaction, the company accelerates its journey to becoming one of the top five powersports dealer groups in the United States.

A Strategic Shift into High Gear

This expansion is not a random venture but a calculated move fueled by record-breaking financial success. The Fortune 500 company reported an all-time high annual revenue of $15.2 billion for 2025, demonstrating the robust health of its core automotive business. This financial strength is now being leveraged to aggressively diversify its portfolio and reduce its dependency on the sometimes-cyclical car market.

"This acquisition represents a pivotal step in our long-term growth plan for Sonic Automotive, extending our reach within the high-growth powersports business and further diversifying our business portfolio," stated David B. Smith, Chairman and Chief Executive Officer of Sonic Automotive.

The company's Powersports segment, while a smaller piece of its overall empire, has already proven its potential. In 2025, it delivered record annual revenue of $202.9 million and a record adjusted EBITDA of $11.5 million. This performance provides a solid justification for doubling down on the sector.

Jeff Dyke, President of Sonic Automotive, framed the investment as a clear indicator of the company's broader strategy. "It further solidifies our leadership position across both automotive and powersports markets, showing our ability to identify and capitalize on valuable opportunities that drive sustained growth," he said. The strategy involves applying the operational playbook honed over decades in the car business—focusing on process, technology, and customer experience—to the world of motorcycles.

Navigating a Dynamic Powersports Market

Sonic's aggressive push comes at a complex time for the motorcycle industry. While the overall North American powersports market is projected for steady growth, driven by a post-pandemic surge in outdoor recreation, the traditional on-highway motorcycle segment has faced headwinds. Recent industry data shows a slight decline in on-highway motorcycle sales, and Harley-Davidson itself reported a dip in retail sales in its most recent full-year report.

However, the legacy brand has also demonstrated resilience, improving its profit margins through its "Hardwire" strategic plan, which focuses on enhancing profitability and brand desirability. Sonic Automotive's major investment is a powerful vote of confidence, not just in the powersports market, but specifically in the enduring appeal and long-term strategy of the Harley-Davidson brand. By acquiring dealerships in key sunbelt states, Sonic is betting it can leverage its scale and sophisticated retail practices to outperform the market and capture a larger share of a dedicated customer base.

The expansion also aligns with Harley-Davidson's own strategy of partnering with well-capitalized, professional dealer groups. Such partnerships ensure a consistent, high-quality customer experience and provide the financial stability needed to invest in modern facilities and rider engagement programs.

"Harley-Davidson is proud to expand our relationship with Sonic Powersports," said Jonathan Root, Chief Commercial Officer and Chief Financial Officer at Harley-Davidson. "Sonic's commitment to operational excellence, customer engagement, and community-building reflects the core values of our brand."

The New Face of the Harley-Davidson Experience

The acquisition raises a crucial question for riders in San Diego, Conyers, Palm Bay, Stuart, and Durham: what happens when a corporate giant takes over the local dealership? Historically, Harley-Davidson dealerships have been more than just showrooms; they are cultural hubs and community gathering spots. The transition from independent ownership to a large corporate structure brings both potential benefits and risks.

Sonic vows to enhance, not erase, this culture with its "rider-first approach." The company plans to merge local tradition with its own operational excellence. For customers, this could translate into tangible benefits: a wider selection of new and pre-owned motorcycles, more extensive parts and accessories inventories, and state-of-the-art service centers. Sonic's model emphasizes a comprehensive customer journey, from sales to service to community events.

Skeptics in the riding community may worry about losing the "family feel" of their local shop, but the move also promises stability and an elevated standard of service. By leveraging its vast resources, Sonic can invest in staff training and technology that smaller independents might not afford, aiming to create a seamless experience across all touchpoints. The success of this integration will hinge on Sonic's ability to prove that corporate efficiency and authentic rider passion can coexist and even thrive together.

Building a Powersports Empire

With this latest move, Sonic Powersports now operates an impressive network of 20 retail locations nationwide, representing 46 distinct franchises. Its portfolio is a who's who of premium brands, including Kawasaki, Polaris, Ducati, and BMW Motorrad, but its focus on Harley-Davidson is particularly sharp. The company now runs nine full-service Harley-Davidson dealerships and four apparel-focused retail stores.

This network includes some of the most iconic destinations in the motorcycle world, such as Sturgis and Black Hills Harley-Davidson, where the company proved its ability to manage massive scale by selling over 1,100 motorcycles during a single Sturgis Motorcycle Rally. This experience demonstrates a capacity to serve the Harley-Davidson community on a grand scale while still aiming to deliver a localized experience.

The acquisition firmly establishes Sonic Powersports as a heavyweight contender in the national dealer landscape, putting it in direct competition with established consolidators like RideNow Powersports. By systematically applying the principles of scale, data-driven management, and customer-centric processes from its automotive division, Sonic Automotive is not just participating in the powersports market; it is actively working to reshape it, setting new benchmarks for what a national dealership group can achieve.