Indian dealership opens in Sturgis

Publish Date: 
May 13, 2014

STURGIS, S.D. - Indian Motorcycle Sturgis celebrated its opening Monday just blocks from where Indian last year formally unveiled the first full complement of motorcycles in the revived brand.

Indian Motorcycle Sturgis is a newly renovated 5,700-sq-ft. facility at 2106 Lazelle St. The dealership will offer sales, service, parts and accessories for the entire lineup of Indian Motorcycles and a full selection of Indian Motorcycle apparel.

Indian Motorcycle Sturgis is under the ownership/operation of Vern Eide Motorcars.

"The Vern Eide family is honored to partner with Polaris Industries in bringing the iconic Indian Motorcycle brand back to Sturgis, South Dakota. We are both grateful and excited for the opportunity to become a responsible business partner with the city of Sturgis,” said Bruce Eide, partner of Vern Eide Motorcars in a press release. “Special thanks to Mayor Mark Carstensen, City Manager Daniel Ainslie and SEDC president Pat Kurtenbach. Their vision and thoughtfulness have been invaluable in our efforts to bring Indian Motorcycle to Sturgis."

The dealership plans to offer demo rides, apparel sales, live music and other amenities during the August rally.

J.C. "Pappy" Hoel, a racer, motorcycle dealer and race promoter, bought an Indian Motorcycle franchise and set up shop in 1936 on Junction Avenue in Sturgis. Two years later, Hoel co-founded Black Hills Motor Classic with his club, the Jackpine Gypsies. In 1947, Hoel sold more Indian Motorcycles per capita than anyone in the nation.

“I’m happy to welcome Indian Motorcycle Sturgis to our rapidly expanding family of dealerships across the country and around the world,” said Steve Menneto, vice president of motorcycles at Polaris Industries. “Sturgis is a very special place in the past, present and future of Indian Motorcycle, and I know the team at Vern Eide Motorcars is the right partner in which to entrust this great legacy.”

Posted by Holly Wagner. Press image courtesy Indian Motorcycle Sturgis