Black Hills Harley-Davidson reported record sales during the 2026 Sturgis Motorcycle Rally, selling 1,135 motorcycles across its Black Hills locations despite overall rally traffic counts running below previous years.
General Manager Mike Maloney said the company set a new sales record during this year’s event and noted the brand’s strong presence throughout the rally.
While Sturgis welcomes riders of all motorcycle brands, Maloney said Harley-Davidson remains the dominant sight on Black Hills roads during the annual rally.
The strong sales performance came even as rally traffic counts were lower than recent years, suggesting visitors who attended remained highly engaged with rally events and motorcycle-related purchases.
The 2026 Sturgis Motorcycle Rally concluded over the weekend, with Harley-Davidson calling it a successful year for the iconic motorcycle brand.
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