About Indian® Motorcycle of Sturgis

Indian Motorcycle® of Sturgis is an authorized Indian Motorcycle® dealership serving the Sturgis, South Dakota area. We have been in business for 50 years, and that means we know how to exceed your expectations. We are proud to carry an unparalleled selection of new and pre-owned motorcycles that will impress both first time and seasoned buyers. Our friendly and knowledgeable sales, financing, service and parts departments are prepared to make sure your experience is outstanding, from assisting while you’re making your choice to ongoing maintenance and customization. At Indian Motorcycle® of Sturgis, we value the opportunity to create a long term relationship with our customers.

Most riders worth their salt know about J.C. “Pappy” Hoel and his contribution to the history of American motorcycles. For those of you who aren’t as familiar, take a minute to read about this South Dakota legend who not only was responsible for bringing Indian Motorcycle® to Sturgis, he was the founder of a little riding event called the Sturgis Motorcycle Rally.

• Born on May 30th, 1904, Pappy Hoel was born and raised in South Dakota, and soon began working for Canyon Springs Ice Company, the business owned and operated by his family. As refrigerators started to become a part of American households, Pappy quickly realized his future wasn’t in ice.
• In 1936, Pappy Hoel purchased an Indian Motorcycle franchise and opened his motorcycle shop on Junction Avenue in Sturgis. The following year, he co-founded the Jackpine Gypsies Motorcycle Club. It was clear that motorcycle culture was ingrained in Pappy as a racer, motorcycle dealer, and race promoter, but little did he know that he was about to revolutionize motorcycle riding in the Black Hills of South Dakota (and someday, the entire United States).
• In the summer of 1938, as one of the club’s first functions, the Jackpine Gypsies hosted a tour through the majestic Black Hills of South Dakota. The event was catered by Pappy’s wife Pearl and other charter club members, and the Hoel family provided camping for riders in their backyard and behind the Indian Motorcycle® dealership in Sturgis. A dirt track race was held in conjunction with the rally, and featured an up-and-coming Indian-backed rider from Milwaukee by the name of Johnny Spiegelhoff. Nine racers showed up to compete and approximately 200 spectators showed up to watch. The event was a success!
• The rally proved to be so popular that it quadrupled in size to 800 riders the following year! The growth was largely due to Pappy Hoel’s engaging personality and his passion for cruisers and Tourings. His nickname “Pappy” came from the countless young men he recruited to the sport of motorcycle racing and his reputation for mentoring young riders. Hoel’s love for motorcycles carried over nicely into selling cruisers and Tourings. In fact, he sold more Indian Motorcycle® per capita in 1947 than any other dealer in the United States.
• After production of Indian Motorcycle®s ceased in the late 1950s, Hoel sold other brands, including Yamaha - which later would become his dealership’s primary line of cruisers and Tourings. Pappy Hoel passed away on February 1st, 1989 at the age of 85 years old. In 1983, he received the Dud Perkins Award from the American Motorcycle Association (AMA) and was inducted into the AMA Hall of Fame in 1998. Pappy was a true pioneer of American motorcycling. As the Sturgis Motorcycle Rally continues to bring riders from all around the world, and the Indian Motorcycle® brand has made its exciting return to the Black Hills, Pappy’s legacy remains stronger than ever.

It’s been over 50 years since there has been an Indian Motorcycle® dealership in Sturgis, SD, but the richest heritage on two wheels is finally back! The Black Hills are once again roaring with the soul shaking power and proud tradition of Indian Motorcycle®. Just like Sturgis, SD, Indian Motorcycle® has written a large part of American motorcycle history, and it’s time to start penning the next chapter.

How did IMSTURGIS find its way back to the Black Hills of South Dakota? Indian Motorcycle® and Vern Eide Motorcars are making an investment in Sturgis that will set a new pace for our motoring tradition. Proudly partnering with the City of Sturgis and the Sturgis Economic Development Corp. it has been a warm homecoming for the Indian Motorcycle® brand.

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Contact Us

Call us today at (605) 206-7830 and find out how our team can help you find the Indian Motorcycle® you’ve been looking for! We look forward to the opportunity.