Performance Brokerage Services Facilitates Sale of Four Rivers Harley-Davidson to Steven Towers

The Sale of Four Rivers Harley-Davidson: A New Chapter

Performance Brokerage Services, a renowned force in dealership transactions, has successfully facilitated the sale of Four Rivers Harley-Davidson located in Paducah, Kentucky. The competitive nature of the buy-sell market demands expertise, and the professionals at Performance Brokerage Services demonstrated this by guiding the sale from Eddy Soberon and Eric Sternberg to the capable hands of Steven Towers.

Four Rivers Harley-Davidson stands as one of the nation's largest dealerships, boasting an impressive collection of 15 Bar Shield Awards from Harley-Davidson. These accolades highlight the dealership's unwavering commitment to customer satisfaction and operational excellence. In 2017, when Soberon and Sternberg first acquired the dealership, they received assistance from Performance Brokerage Services, showcasing a longstanding partnership that has continued to flourish.

Eddy Soberon, one of the previous owners, expressed satisfaction with the services provided by George Chaconas and his team at Performance Brokerage Services. He stated, “My business partner Eric and I have had the privilege of working with George Chaconas for nearly 20 years. When it came time to sell Four Rivers Harley-Davidson, we engaged George and his team to represent us. They navigated a very complex transaction with professionalism and ease.”

Towers, the new dealership owner, marks a significant milestone in his career by acquiring Four Rivers Harley-Davidson. His journey in the Harley-Davidson dealership sector began in 2023 with the purchase of Boneyard Harley-Davidson in North Carolina. Since then, he has expanded his portfolio with other successful acquisitions, including Frontier Harley-Davidson and Historic Harley-Davidson. Each transaction was facilitated by the dedicated team at Performance Brokerage Services, reinforcing their key role in the Harley-Davidson franchise market.

Steven Towers shared his personal connection to the dealership, recalling, “One of the first Harley-Davidson motorcycles I ever bought was at Four Rivers Harley-Davidson.” His emotional tie to the brand and the store drove his passion for making the dealership his flagship, now rebranded as Towers' Bourbon Barrel Harley-Davidson. Towers expressed excitement not only about owning the dealership but also about the potential for future growth—“I continue to be passionate about Harley-Davidson and see wonderful opportunities ahead.”

The complexity of dealership sales is evident, but the expertise of the brokers involved, including the reliability of the Performance Brokerage Services team, ensures a path to a successful closing. After the sale, George Chaconas reflected on the honor of representing such esteemed clients and acknowledged the contribution of all parties in making this deal happen. He also recognized Harley-Davidson Motor Company and Harley-Davidson Financial Services for their continued support and partnership throughout the transaction.

In conclusion, both the sellers and the new owner have a bright future as they forge ahead in the ever-evolving market of Harley-Davidson dealerships. Performance Brokerage Services' involvement in such a significant transaction reinforces its position as North America's highest volume dealership brokerage firm, with over 900 dealerships sold and a remarkable 90% closing rate. As they continue to set the standard for ethical and dedicated service in the field, the story of Four Rivers Harley-Davidson exemplifies the promise of a thriving business model and dedicated brand enthusiasts.