Four Rivers Harley-Davidson gets new ownership

Performance Brokerage Services announces the sale of Four Rivers Harley-Davidson in Paducah, Kentucky from Jerry Carter and Jack Fares to Eric Sternberg and Eddy Soberon. Four Rivers Harley-Davidson was purchased by Carter and Fares in 2005 and was built into one of the nation’s largest Harley-Davidson dealerships. The dealership has won 15 Bar & Shield awards from Harley-Davidson Motor Company, recognizing hard work and a commitment to its customers, employees and the Harley-Davidson franchise. Carter and Fares were seeking retirement and hired George Chaconas from Performance Brokerage Services to represent them and offer their Harley-Davidson dealership for sale. Following the sale, the sellers commented, “If not for George’s marketing efforts, tenacity, relationships and negotiating skills, this deal never would have happened. We are very happy with the services provided and would highly recommend George Chaconas and Performance Brokerage Services if you are ever considering selling your dealership.”

Sellers Jack Fares and Jerry Carter with buyers Eric Sternberg and Eddy Soberon.

Nearly one year after their flagship purchase of Tifton Harley-Davidson in Georgia, Eric Sternberg and Eddy Soberon acquired Four Rivers Harley-Davidson. Sternberg and Soberon both have extensive backgrounds in Harley-Davidson dealership ownership and management and just a year ago, decided to become partners. They will keep the name Four Rivers Harley-Davidson and continue to operate at its current location at 3005 Old Husbands Road in Paducah, Kentucky. When asked about the services provided by George Chaconas and Performance Brokerage Services, the buyers commented, “This is our second Harley-Davidson dealership that George has helped us purchase. In both cases, if it wasn’t for George’s professionalism, persistence, follow up, discipline and commitment, we are very confident that these transactions would have never closed.”

George C. Chaconas, the exclusive agent for this transaction and the head of the National Harley-Davidson and Powersports Division for Performance Brokerage Services commented, “Jerry and Jack had an incredible run at Four Rivers Harley-Davidson and it was an honor assisting these gentlemen with accomplishing their goals. Their legacy and commitment to the community will be carried on by Eric and Eddy, who exemplify the same passion and enthusiasm for the Harley-Davidson brand, employees and customers. I thank all 4 gentlemen for the opportunity to have been involved in another miracle and these life changing events.”

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