S4 Honcho Made a Big Impression at Sturgis

LiveWire has been to Sturgis before.

We've hosted demo rides, connected with riders, and spent time immersed in one of motorcycling's most iconic gatherings.

This year felt different.

With a fleet of S4 Honchos and a focused mission to introduce riders to our newest mini-moto, we arrived eager to see how the bike would be received in one of motorcycling's most authentic proving grounds.

The response exceeded expectations.

Throughout the week, S4 Honcho attracted attention from builders, racers, creators, longtime riders, and curious newcomers alike. What started as a product launch quickly became something more. Honcho wasn't simply being seen. It was being ridden, tested, discussed, and embraced.

Main Street, Full Attention

A visit to Sturgis wouldn't be complete without spending time downtown.

Throughout rally week, Main Street serves as the center of the motorcycle world, bringing together riders, builders, brands, media, and enthusiasts from across the country.

As we moved through town, one trend became increasingly apparent: people wanted to experience Honcho for themselves.

Conversations that began with curiosity often ended with a test ride, a closer look, or questions about availability and specifications. Whether speaking with veteran riders, custom builders, or motorcycle content creators, we consistently heard the same feedback: Honcho was approachable, capable, and unexpectedly fun.

We also spent time connecting with industry friends and partners, including Jeff Holt and the V-Twin Visionary team, while stopping by Gas Monkey Garage Sturgis ahead of one of the week's biggest announcements.

The First Chapter for Honcho Racing

One of the highlights of the week came at Gas Monkey Garage Sturgis, where LiveWire, Flat Out Friday, Mama Tried, V-Twin Visionary, and Gas Monkey Garage announced plans for the inaugural S4 Honcho Race Class at Flat Out Friday 2027.

Jeff Holt and Richard Rawlings joined the announcement, helping introduce a program that will bring builders, creators, racers, and owners together around the platform in a uniquely accessible and entertaining way.

The announcement also included plans for custom one-of-one S4 Honcho Trail builds from Gas Monkey Garage and V-Twin Visionary that will compete in the inaugural class.

Importantly, the race class will be open to S4 Honcho owners, creating opportunities for riders to participate directly in one of the industry's most entertaining racing events.

The announcement reinforced something we heard repeatedly throughout Sturgis: Honcho resonates because it is approachable, versatile, and encourages participation. Riders don't just want to look at it. They want to ride it, customize it, and be part of what comes next.

Saying Goodbye, Sort Of

As the week came to a close, we packed up, made our final rounds through Sturgis, and reflected on what we had seen.

By then, Honcho had become more than a new product launch.

It had become a conversation starter.

A test ride people remembered.

A platform builders wanted to customize, racers wanted to compete on, and riders of all backgrounds wanted to experience.

Throughout the week, the feedback remained remarkably consistent. Riders praised its durability, simplicity, accessibility, and sense of fun. Industry leaders and cultural tastemakers embraced it. Builders immediately started imagining what they could create with it. New riders found it unintimidating. Experienced riders found it surprisingly engaging.

Perhaps most importantly, Honcho demonstrated its ability to bridge communities and bring different corners of motorcycle culture together around a shared experience.

You can discuss specifications, removable batteries, ride modes, reverse functionality, or the differences between Street and Trail versions.

But the story really begins when someone rides one.

That's what Sturgis showed us.

S4 Honcho arrived as a new addition to the LiveWire lineup.

It left as one of the most talked-about bikes we brought to the rally.