A NEW Harley-Davidson dealership is open for business, and the community is thrilled.
The store principally sold accessories and merchandise for over 20 years, but now it’s a hub for motorcycles.
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The revamped store, located in Sturgis, South Dakota, reopened February 1 to a glowing reception.
Sturgis Harley-Davidson is the newest dealership in South Dakota, joining a list of six others in the state.
Manager Tim Sutherland spoke to the Black Hills Pioneer about the store’s development.
“For years, this location has primarily been a parts and apparel store, but we’ve recently undergone a major remodel, and it’s absolutely stunning, inside and out,” Sutherland told the publication.
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“We are now offering new and used motorcycle sales, with full servicing capabilities expected to be added within the next year or so.”
The shop is projected to provide full service and repairs within the next two years, according to Black Hills Pioneer.
For now, the dealership is providing a shuttle service to Black Hills Harley-Davidson in Rapid City, about 28 miles from Sturgis.
“If your bike needs maintenance or repairs, you can drop it off here, and we’ll transport it to our sister store in Rapid City for service before bringing it back and ready to ride,” said Sutherland.
The store was authorized to sell new Harley-Davidson motorcycles on February 1.
The store sold its first bike – a CVO Pan America – which is designed for adventure touring.
“So it’s an adventure bike,” said Sutherland.
“So, with Sturgis and this area being such a great adventure area, selling an adventure bike is the perfect match for today.”
Dan Ostermann of Keystone, South Dakota, was the lucky customer who purchased the store’s first bike.
“This will be my 17th Harley-Davidson, I currently have six motorcycles, and I do not have anything of this particular DNA,” said Ostermann.
Motorcycle equipment tips
BEFORE saddling a motorcyle and taking to the streets, drivers should know exactly what equipment is necessary to stay safe.
It’s recommended that riders protect themselves as much as possible before they race down the highway alongside other cars.
This means that every driver should absolutely have a high-quality motorcycle helmet that fits perfectly.
It’s also crucial to try and cover as much skin as possible, so pants and a riding jacket should be worn at all times.
Cautious drivers can go the extra step by always keeping riding gloves on hand and by wearing boots on the road.
Cycle World puts it this way, “When you are trying to justify spending your money on gear, just ask yourself this question: What is that body part worth? And then spend accordingly.”
“I did a motorcycle ride on an adventure bike from Anchorage, Alaska to Portland, Oregon in September, and after making that trip, I decided I need one of these bikes so I can get off the hard surface and see the other side, and now I can do it.”
Sutherland said it was an honor to sell the bike.
“I’ve owned dealerships in the past, I had sort of gotten out of the business a little bit,” said Sutherland.
“I sold my stuff and retired a little bit, and when I got a phone call asking me if I’d like to be the person to sell the first ever, I’m like ‘Yeah, I’m coming out of retirement for that.'”
Sturgis Harley-Davidson is now the second Harley dealership in the Black Hills region of South Dakota, and both locations are operated by Sonic Powersports.
Sonic owns around 120 dealerships across the US, and has only recently entered the motorcycle market.
The South Dakota City is the site of the annual Sturgis Motorcycle Rally, which will soon have its 85th annual event.
Motorcycles purchased at the new dealership will have commemorative markings to honor the store.
“We’re creating special identifiers for bikes bought here, including a unique Sturgis derby cover – an engine cover with ‘Sturgis’ emblazoned on it,” said Sutherland.
“Certain models may also have additional engravings or distinctive touches to highlight they were bought at our Sturgis store.”
