One Dealer Lane at Sturgis Motorcycle Rally 2025

The roar of engines, the spirit of the open road, and the gathering of a tribe — for over 85 years, the Sturgis Motorcycle Rally has been a pilgrimage for hundreds of thousands of bike enthusiasts. What began as a humble race in 1938 has evolved into the world's most famous motorcycle gathering. 

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2025 was a landmark year for the Sturgis Rally, marked not only by its impressive attendance but also by setting new benchmarks in sales. This year, One Dealer Lane was proud to be the engine behind a historic sales achievement, demonstrating how digital solutions make a difference in even the most fast-paced environments.

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From Dirt Tracks to a Global Phenomenon: The Sturgis Legacy

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Before diving into the success of 2025, it's essential to understand the rally's deep roots. It all started in 1938 with Clarence "Pappy" Hoel and the Jackpine Gypsies Motorcycle Club. They hosted the first "Black Hills Motor Classic," a small event featuring just nine racers and a couple of hundred spectators. The event was held in the legendary town of Sturgis, South Dakota – a place synonymous with motorcycle culture.

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From those humble beginnings, the rally has expanded exponentially. It survived a pause during World War II and evolved from a weekend of stunts and races into a massive 10-day festival. Today, the Sturgis South Dakota bike rally attracts hundreds of thousands of riders and enthusiasts from across the globe, all converging to celebrate freedom and a shared passion for motorcycles.

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The 85th Sturgis Motorcycle Rally: A Year of Unprecedented Growth

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The Sturgis Motorcycle Rally 2025 set a new standard. The South Dakota Department of Transportation recorded a staggering 537,459 vehicles, a 14% surge from the previous year, making it the most attended rally in the last five years. This influx of visitors brought a significant economic boost, with tax collections rising to over $1.58 million.

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With bigger crowds comes bigger opportunity, but also greater challenges. For vendors and dealerships, the sheer volume of attendees can be overwhelming. Managing leads, processing sales, and ensuring a smooth customer experience require more than just manpower. Dealerships need an innovative, efficient, and robust digital system. 

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How ODL Powered a Record-Breaking Performance

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At the heart of the Sturgis bike rally 2025, two Harley-Davidson dealerships (Black Hills Harley-Davidson and Sturgis Harley-Davidson) broke a 10-year sales record. In just 15 days, their team members achieved results beyond expectations:  

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• 1,105 motorcycles sold — a milestone most dealerships strive to achieve in an entire year.

• Exceptional demand across every department: parts, service, and merchandise.

• 135 motorcycles were sold in a single day, shattering the previous record of 86.

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This success was powered by One Dealer Lane – a digital desking platform that transformed the chaos of the rally into a streamlined, record-shattering sales process. It began on the sales floor, where associates showed bikes and prepared initial paper quotes. From there, the customer was guided to a waiting area, and the ODL digital workflow took over.

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Lightning-Fast Credit Applications with Credit Lane

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Once a customer committed, the process moved to the Credit Lane. Using a tablet, an associate completed the customer's credit application. This single act of data entry triggered two powerful automations: the application was ready for the finance team, and ODL automatically pushed the customer's information to the dealership's CRM for tracking and follow-up.  

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Seamless Digital Desking with Sales Lane

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As the credit app was being processed, a data entry specialist took the original paper quote and built the deal in the Sales Lane. Every submission was linked to the corresponding deal, instantly creating a digital deal jacket that contained all information. The digital deal jacket eliminated the need to run paperwork between the sales and finance teams manually.

Accelerating Approvals with Finance Lane

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The deal seamlessly moved to the Finance Lane. Here, finance managers submitted to lenders using a quick-fill tool, received approvals in minutes, and generated a digital F&I menu. Credit reports and Red Flags Rule checks were completed within ODL once all customer data was entered, ensuring compliance without extra steps.

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Maximizing F&I Revenue with Product Lane

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To complete the sale, the finance managers used the Product Lane to present a digital F&I menu. This is where ODL truly transformed the customer experience. Instead of a printed-out price list, customers could physically drag and drop protection products into different packages, and the monthly payment would update instantly on the screen. ODL integrates with both manufacturer-backed protection plans and custom dealership products. This hands-on approach not only built trust but also gave the finance team a natural "second swing" at offering F&I products.  

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After closing, the deal was routed to the accounting office, where data entry specialists used ODL to push finalized deal data into the DMS and prepare all paperwork. Customer signing and vehicle delivery followed shortly after.

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This completely integrated and modernized workflow is what transformed the chaos of Sturgis into a historic and record-breaking success. Looking ahead, the dealership plans to use tablet devices end-to-end, incorporating eSign to complete the customer signing process entirely within ODL.

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One Dealer Lane's mission is to empower powersports dealerships with a digital retailing experience tailored to the modern buyer. We give dealerships a competitive advantage by streamlining desking, lending, and F&I processes.

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Ready to leave outdated processes in the dust? Schedule a live demo session and access a free 60-day trial to get the most out of digital retailing. Leave your contacts in the form below!

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FAQ

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How does One Dealer Lane handle large events like Sturgis?  

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ODL is built for high-volume environments. By integrating DMS, CRM, desking, credit applications, and F&I into one digital workflow, it eliminates bottlenecks of the traditional sales process. Sales teams can move from quote to contract signature in minutes on a single device.

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Can my sales team learn ODL quickly?  

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Absolutely. One Dealer Lane was designed by powersports dealers for powersports dealers. Its intuitive, step-by-step interface requires minimal training, allowing your team to start closing deals with confidence from day one.

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What happens after the sale? How does ODL help with back-office tasks?  

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ODL ensures a smooth handoff from sales to finance. The platform pushes finalized deal data directly to your DMS, ensuring accuracy and saving hours of administrative work. All documents and stipulations are organized in a digital deal jacket for easy auditing and compliance.

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When is the next Sturgis Motorcycle Rally?  

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The Sturgis Motorcycle Rally is held annually in the Black Hills of Sturgis, South Dakota. It traditionally takes place during the first week of August.

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