Fortune 500 Takes Over Palm Bay’s Harley-Davidson Dealership
Palm Bay, FL -- Space Coast Harley-Davidson, Palm Bay’s only Harley-Davidson dealership, changed hands April 21, 2026. Sonic Automotive, a Fortune 500 chain with $15.2 billion in 2025 revenue, closed on a five-dealership acquisition that ends more than fourteen years of local ownership at 1440 Sportsman Lane NE.
The Sale
Sonic Automotive did not disclose the purchase price in its April 21 press release. The Orlando Business Journal reported the five-dealership package at $16.75 million. That figure covers franchise rights, inventory, and going-concern value across all five locations.
The Palm Bay property -- 9.5 acres with a 50,516 square foot building, built 2005 -- is assessed by the Brevard County Property Appraiser at $5.67 million. Younessi’s holding entity, SCHD Executive Circle LLC, acquired it in November 2011 for $7.29 million. The $11 million gap between assessed value and the OBJ-reported package price reflects franchise goodwill and inventory, which the property appraiser does not capture.
The deed transferring the property had not been recorded in Brevard County records as of April 24. Deed recording typically follows closing by two to four weeks.
The Buyer
Sonic Automotive (NYSE: SAH) is one of the largest automotive and powersports retailers in the country. Its Sonic Powersports division now operates 20 locations nationwide. The Palm Bay acquisition is part of a package adding five Harley-Davidson franchises, the others in San Diego; Conyers, Georgia; Stuart, Florida; and Durham, North Carolina.
The company’s April 30, 2026 earnings call will be the first opportunity for CEO commentary on the acquisitions. Sonic has not answered questions about staffing or rebranding plans at any of the five locations. Its 2023 acquisition of Black Hills Harley-Davidson in South Dakota is the closest precedent: Sonic retained the H-D brand there rather than rebranding under a Sonic name. No signage permit has been filed at 1440 Sportsman Lane NE as of April 24.
Fourteen Years Under Younessi
Rodin Younessi, a Florida Bar attorney, purchased Space Coast Harley-Davidson in November 2011. The dealership built a steady presence in Palm Bay civic life over the following years: the Brevard County Sheriff’s Office Motor Unit received a motorcycle donation in December 2017, and the property hosted events supporting SOAKed for Autism and the Candlelighters of Brevard. Younessi was a member of the Greater Palm Bay Chamber of Commerce.
Public records show he was planning his exit well before the public announcement. On March 27, 2026 -- three weeks before the sale closed -- Younessi filed Younessi Racing LLC in Palm Beach County. The entity lists a Lake Worth Beach address and carries no EIN or annual report yet. He is racing in the 2026 GT America season with AF Corse USA, driving a Ferrari 296 GT3.
City permitting records confirm Sonic’s due diligence began months earlier. Zoning Verification ZV26-00012, filed February 18, 2026 under the project name “Sonic” by Tracy Miller, was completed March 10. A second verification, ZV26-00027, was filed March 25 under the project name “Space Coast Harley-Davidson” and completed March 31. Together the two filings show the deal was in advanced planning at least 62 days before the public announcement.
The Neighborhood and the Noise Ordinance
The dealership’s 9.5-acre lot has hosted large outdoor events for years -- Bike Fest, Bike Week, auto tent sales, and traveling circuses. Palm Bay IMS records document twelve permitted events at the site from 2022 through early 2026. The property borders residential Port Malabar NE; Executive Circle NE, a cul-de-sac, runs along one edge.
In 2018, Oak View subdivision residents west of Interstate 95 complained that amplified music from dealership events crossed the highway and was audible inside their homes. A ClickOrlando/News 6 story in October 2018 named three Oakview Estates residents who raised the issue publicly. Palm Bay’s noise ordinance at the time used only subjective language -- “loud, unnecessary or unusual noise” -- with no decibel limits. The city attorney’s office concluded the ordinance was not enforceable as written.
The city held a Council Workshop on the noise ordinance July 9, 2020, and later that year adopted a rewrite of Chapter 92. The 2020 amendment added a “plainly audible at a distance of seventy-five (75) feet or more” enforcement standard and a dBA table by land use category. The ordinance passed without press coverage. No code enforcement cases appear at 1440 Sportsman Lane NE in the city’s IMS system.
What Changes, What Stays
No renovation, signage, or construction permits have been filed at the Sportsman Lane address since the sale announcement. The dealership name will likely stay -- Sonic’s pattern at other acquired H-D locations is to retain the Harley-Davidson brand.
Several inherited commitments come with the property. The Waves of Acceptance Autism Awareness Family Festival, a free public event with 400 expected attendees, was scheduled for April 25 at the dealership. A Circus Misbehaved tent permit filed under SCHD Executive Circle LLC is still under city review, with a potential run through August 8, 2026. A recurring auto tent sale permit for DJ Doctor events was issued in December 2025.
Sonic has not answered questions about employee retention, community sponsorships, or continued outdoor event hosting. April 30 is the first date on record where those questions can be put directly to company leadership.
This story is also published at news.thepalmbayer.com/news/sonic-acquires-palm-bay-harley-davidson-2026/ with additional inline visuals, related coverage links, and a video embed where available.
Sources
BCPAO Parcel Record 2829542 -- Parcel 28-37-20-50-D, 1440 Sportsman Lane NE, Palm Bay FL
Sunbiz: SCHD Executive Circle LLC -- Document L11000073711
Sunbiz: Younessi Racing LLC -- Document L26000176881
Orlando Business Journal, five-dealership acquisition report, April 2026
Palm Bay IMS e-Portal -- Permit and zoning records, 1440 Sportsman Lane NE (ZV26-00012, ZV26-00027)
Palm Bay Municipal Code Chapter 92 -- Current noise ordinance, 2020 rewrite
Palm Bay Municipal Code Chapter 92 pre-amendment, archived at nonoise.org (Ord. 2002-39, 6-6-02)
ClickOrlando/News 6, October 23, 2018 -- “Space Coast Harley-Davidson, neighbors clash over noise at charity events”
City of Palm Bay Council Workshop on Noise Ordinance, July 9, 2020 (City Facebook: facebook.com/palmbayfl/videos/council-workshop-noise-ordinance/984738911982176/)
