Breaking 10-year sales record at Sturgis Rally

About the client

Sonic Powersports, a division of Sonic Automotive, is the fastest-growing powersports company in the U.S. Comprising 15 dealerships, including several Harley-Davidson stores, Sonic Powersports provides a curated collection of powersports vehicles and brands.

Challenge

The Sturgis Motorcycle Rally, the world’s largest of its kind, takes place every August in Sturgis and the Black Hills, South Dakota. Over the decades, it has grown into a 10-day celebration featuring races, concerts, and rides hosted by area businesses.

During the high-traffic 85th Sturgis Rally, Sonic Powersports aimed to beat their own sales records from the previous 10 years. The teams at Black Hills Harley-Davidson and Sturgis Harley-Davidson needed a well-organized and reliable sales process that could handle a high volume of customers across multiple locations.

Impact: Accelerated sales & digital transformation

Sonic Powersports utilized ODL during the 85th Sturgis Rally to power their sales process across two locations. The platform's digital process made the sales workflow much easier for the team to manage and contributed to an unprecedented number of sales and superior customer experience.

Record-breaking sales volume

The dealership successfully processed a total of 1,105 units in 15 days. To put this in perspective, this is more than most dealerships complete in a year.

Multi-location support

ODL powered the sales process at both Black Hills HD and Sturgis HD simultaneously.

Digital transformation

The implementation marked a successful digital sales process under high-pressure conditions. The sales team quickly adapted to the new system thanks to its intuitive design. With a simple step-by-step interface, it required minimal training and gave users the confidence to start using it right away.