About Us

Rice Honda, Suzuki, Can-Am, KTM, Sea-Doo, Ski-Doo, Victory, CFMOTO- Wow! That is a lot to say in one breath, but our name says it all. We carry a multitude of powersports lines for two simple reasons - Selection and Quality - We can give you the best product selection, with the highest quality and the best service all under one roof. We started in a small garage here in the Black Hills of Rapid City, South Dakota. Don Rice started servicing and selling motorcycles in 1955. In 1960 he got his first new dealer's franchise for Ducati/ Norton, and took on the name “Rice Cycle”. For years he stayed active in the local events, racing “Clyde” the now infamous 1960 Ducati Scrambler. That same year he took on the Velocette Motorcycle and Greaves brand. He added Bultaco in 1961. Triumph came aboard in 1965 and “you meet the nicest people on a Honda” became a mainstay in Rapid City. 1967 brought on the Suzuki franchise. As it was then, and is now, quality and selection with the best service is what drives the dealership to its success. Rice Honda has been around for a long, long time. We have had success and hardships, and through the good and not so good years, we have stayed steadfast in our commitment to our customers. Honesty and integrity, along with the skills of an excellent staff make it the Black Hills' one stop powersports shop.

If there ever was a story of perseverance, this is it. Building a dealership out of a garage to its pinnacle of success then having the tragic flood of 1972, wipe out not only the dealership, but the entire city in which it depends on. The losses were great not just in property and monetary value, but the loss of life. This story isn’t just one of a great business, it’s a story of the whole city surviving, then thriving after such tragedy.

Moving to its current location in 1975, Rice Honda has become one of Rapid City’s landmarks. With the Sturgis Rally just 25 miles to the west, and the adventurous riding areas in the Black Hills, it has been a recipe for success. Add that to a team of driven, skillful employees, and you’ve got the perfect combination. After winning several Suzuki, Honda and other manufacturer awards, the team just keeps on striving to succeed.

The mission that Don has instilled in all of us is, work hard, play fair and keep the customer in mind. At 77 years of age he shows up for work everyday, constantly looking out for them. The reason he is still in business after all these years is his commitment to his customers.

Don reminds us often that he used to be a “pretty good dirttracker.” He jokes about today’s technology, saying he would be REALLY fast if he was 25 years old, but, the old saying is, “the older I get, the faster I was.” The Rice Honda legacy will carry on for years to come