Every year, thousands of motorcycle enthusiasts arrive at Sturgis chasing the excitement of open roads, powerful engines, and free Harley demo rides. But behind the crowded streets and roaring bikes, many Harley dealers are facing a far more serious reality. For them, the rally is not just a celebration—it is a financial lifeline. After a difficult year of rising costs, weaker used-bike values, and slower new motorcycle sales, dealers entered Sturgis hoping every demo ride could become a signed contract