Harley Socially Distances From 2020 Sturgis Rally
While Harley’s only presence will be the thousands of bikes in Sturgis, South Dakota, Polaris, Indian roll in with smaller crews.
Every August, the small town of Sturgis, South Dakota comes to life. Thousands upon thousands of bikers of every age and stripe roll into town for the annual Sturgis Motorcycle Rally. Amid the two-wheeled action, companies like Harley-Davidson turn up to promote their latest and greatest.
Not this year, however. The COVID-19 pandemic changed a few plans. While this year’s Sturgis Rally is in full swing as of this writing, Harley is socially distancing from the big gathering, according to the Milwaukee Business Journal.
Ride On, Ride Apart
“We will be focusing our support in ways that are consistent with our health and safety goals instead of large consumer activations,” a MoCo rep told the Milwaukee Business Journal via email. “Fortunately, the Sturgis Rally isn’t restricted to concerts and parties – the true experience is rooted in riding and the spectacular routes that surround the event.”
Instead of Sturgis, Harley is focusing its efforts on its “Let’s Ride Challenge.” The campaign, encourages MoCo fans to ride at least 600 miles to earn five entries for a chance to win a 2020 Low Rider S.
While the Cat’s Away, the Mice Will Play
“More than building machines, Harley-Davidson stands for the timeless pursuit of adventure,” said Harley marketing chief Jon Bekefy. “The Let’s Ride Challenge is Harley-Davidson’s invitation for all riders in this challenging time to rediscover adventure through socially-distanced riding to find freedom for the soul.”
Meanwhile, Polaris and Indian arrived to promote their wares at Sturgis, according to the Minneapolis/St. Paul Business Journal. However, the crews are smaller than in recent years.
According to RideApart, Indian VP Reid Wilson says just four company reps are at the rally, compared to 50 in 2019. Wilson adds the reps would be working outside only, and would maintain COVID-19 safety protocols.
The Show Must Go On
“We value the time we spend with customers, and we are prepared to do so safely,” a Polaris rep told the Minneapolis/St. Paul Business Journal. “We have detailed plans and are following safety guidelines from the CDC, along with our own robust safety requirements.”
Around 250,000 were expected to attend the 80th anniversary of the Sturgis Rally, per RideApart. Though Harley may not have been officially in attendance, there are more than enough machines in South Dakota to rep the Orange & Black.
Photos: Facebook/Harley-Davidson
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