Harley-Davidson Sets Sturgis Sales Record Despite Lower Rally Traffic

Harley-Davidson reported a sales record during the 2026 Sturgis Motorcycle Rally despite traffic volumes running below prior years. Black Hills Harley-Davidson said it sold 1,135 motorcycles across its Black Hills locations, setting the company’s new high for the event. General Manager Mike Maloney attributed the result to Harley-Davidson’s strong visibility and continued demand during the rally, noting the brand’s dominant presence on Black Hills roads even as the lineup at Sturgis includes riders of all motorcycle brands. Maloney said the lower overall rally traffic suggests visitors who did attend remained highly engaged with rally events and motorcycle-related purchases. The 2026 Sturgis Motorcycle Rally ended over the weekend, and Harley-Davidson called it a successful year for the marque.