Bike News Everything Else Indian

J.C. “Pappy” Hoel’s legacy, Indian Motorcycle Sturgis to open

Indian Motorcycle Sturgis

Indian Motorcycle Sturgis has announced the brand is opening a new retail sales and service dealership on May 12, 2014, which will be operated by Vern Eide Motorcars. Home to Sturgis Motorcycle Rally, which was founded by a group of Indian Motorcycle riders in the late 1930s, August 2013’s Sturgis Rally saw Indian Motorcycle unveil its all-new 2014 Indian Motorcycle lineup.

 Indian Motorcycle Sturgis“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. 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,” said Bruce Eide, Partner of Vern Eide Motorcars.

“Vern Eide Motorcars and our team of 400 associates have been dedicated to serving our loyal customers throughout the Upper Midwest for more than 50 years, and today we are proud to announce the opening of the new Indian Motorcycle Sturgis dealership,” said Jeff Johnson, Director Dealer Development, Indian Motorcycle Sturgis. “This is a truly historic day for our organization and a seminal event for the Indian Motorcycle brand and for all of motorcycling. We very much look forward to opening our doors to the motorcycling community during the Sturgis Rally this year and for many years to come.”

Iconic  Indian Motorcycle SturgisIndian Motorcycle Sturgis is a 5,700 square foot facility located at 2106 Lazelle Street in downtown Sturgis offering sales, service, parts and accessories for the entire lineup of Indian Motorcycles, including the Indian Chief Classic, Indian Chief Vintage and the Indian Chieftain. During Sturgis Motorcycle Rally between August 4-10, 2014, Indian Motorcycle Sturgis will open its doors to motorcycle fans.

New Indian Motorcycle Sturgis marks the first time Indian Motorcycle establishes a dedicated retail presence in Sturgis for decades. Racer, motorcycle dealer and race promoter, J.C. “Pappy” Hoel purchased an Indian Motorcycle franchise and opened shop on Junction Avenue in Sturgis in 1936. 2 years on, he co-founded America’s most famous motorcycle rally with his motorcycle group, the Jackpine Gypsies. In 1947, he sold more Indian Motorcycles per capita than anyone in the US. Back in the 1950s, Hoel’s rally drew nearly 1,000 people a year. At present that number has gone up to about half a million visitors annually.

“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, VP of Motorcycles, 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.”


About the author

Nabanita Singha Roy

Nabanita Singha Roy

Love for a red car has with experience transformed to a detailed outlook for around the clock news from Nabanita Singha Roy. Starting out as auto blogger in 2009, her inextricable editorial approach guarantees diverse storylines for a widely enthusiastic automotive readership.

Email -