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Sonic Automotive set a new sales record at the Sturgis Motorcycle Rally with 1,135 motorcycles sold, reflecting major shifts in retail strategy and inventory availability. Shoppers benefit from increased competition, more selection, and stronger dealership infrastructure at major motorcycle events.
A UK pop-punk musician broke his leg in a motorcycle crash at Sturgis but continued performing and confirmed his world tour would go on. This incident highlights important safety lessons and risk considerations for all riders evaluating motorcycles and protective gear.
AIMExpo 2027 is introducing The Builders Cup, a new custom motorcycle competition coming to Orlando in March that will showcase leading builders and the latest innovations shaping motorcycle culture. This event gives shoppers direct access to custom builders, sponsors, and industry leaders while revealing which trends and technologies will soon influence production motorcycles.