The 9.5-acre Space Coast Harley-Davidson property at 1440 Sportsman Lane NE in Palm Bay has sold for $16.75 million, according to Brevard County Clerk of Court records. The transaction, finalized April 16, 2026, transfers ownership from SCHD Executive Circle LLC to SP MC Melbourne FL LLC, a subsidiary of Charlotte-based Sonic Automotive, Inc. The sale marks the end of more than 15 years of local management at the dealership.
SCHD Executive Circle LLC originally purchased the land in 2011 for $7.287 million from Motorsports of Melbourne, Inc. The new sale price reflects a 130% increase in real estate value alone, with the property now valued at $16.75 million. The previous owner did not immediately comment on the transaction.
Sonic Automotive announced the acquisition as part of a broader strategy to consolidate Harley-Davidson dealerships. The company also purchased four other Harley-Davidson locations across California, Georgia, and North Carolina on April 21, 2026. The Space Coast dealership joins Treasure Coast Harley-Davidson, San Diego Harley-Davidson, and two others in Sonic Automotive’s growing portfolio.
The sale does not include the dealership’s business assets, which would have been covered in a separate agreement. Those terms, including inventory, franchise rights, and operational equipment, remain undisclosed. Local business owners have mixed reactions, with some noting the shift to national ownership could affect community ties.
Sonic Automotive’s expansion into Brevard County adds to its presence in the region. The company already operates several automotive dealerships in Florida, including locations in Melbourne and Orlando. The acquisition is expected to be completed within 60 days, pending final regulatory approvals.