Steven Towers expands Harley-Davidson portfolio with Baton Rouge acquisition
Freedom Harley-Davidson of Baton Rouge has been acquired by dealer principal Steven Towers from longtime owners Mike and Brett Bruno, with Performance Brokerage Services advising on the transaction.
The sale marks another milestone in Towers’ growing Harley-Davidson dealership group, which now includes five locations across four states. Towers, a passionate Harley-Davidson rider with more than a decade in the automotive industry, entered the dealership network in 2023 with the purchase of Boneyard Harley-Davidson in North Carolina. He has since added Frontier Harley-Davidson in Nebraska, Historic Harley-Davidson in Kansas, Harley-Davidson of Carroll in Iowa, and now Freedom Harley-Davidson in Louisiana.
“Since a young age, I’ve been passionate about the Harley-Davidson brand and motorcycles,” says Towers. “My dream of one day becoming a Harley-Davidson dealer came true in early 2023 with the help of Performance Brokerage Services. Since then, I’ve been able to grow my footprint to five dealerships, and I’ve never been more passionate about the brand and what the future holds for Harley-Davidson and the Towers dealership group.”
Towers adds, “The Harley-Davidson culture is about freedom, passion, and connection — values that drive how we operate every store. We’re excited to welcome the Baton Rouge team and customers into the Towers family and continue the Brunos’ legacy of community involvement and customer care.”
The Bruno family exits after more than 30 years in the automotive and powersports industries, during which they built Freedom Harley-Davidson into a customer-focused, community-driven dealership.
Performance Brokerage Services, represented by George Chaconas, Courtney Bernhard, and Juan Pardo of the firm’s Harley-Davidson & Powersports Division, served as the exclusive sell-side advisors.
“We were honored to represent Mike Bruno, an established Harley-Davidson dealer, in the sale of Freedom Harley-Davidson to Steven Towers,” says Chaconas. “Having known Mike for years, it was a privilege to work with him and his son Brett on this transaction. I’d also like to thank my partners, Courtney Bernhard and Juan Pardo, for their professionalism and hands-on support.”
Chaconas continues, “Steven is building a strong and well-respected Harley-Davidson group. His enthusiasm for the brand and long-term commitment to dealership excellence make him an ideal successor in Baton Rouge. We’re proud to continue supporting his growth and optimistic outlook for Harley-Davidson’s future.”
The dealership will be renamed Towers’ Baton Rouge Harley-Davidson and will remain at its current location at 5853 Siegen Lane.
Source: Performance Brokerage Services
Do not buy a motorcycle from Tower’s Harley Davidson in Baton Rouge, LA. The salesgirl was great, but once the sale is done the service department will treat you like you are stupid and they prove to you that they do not want to deal with you! A brand new 2026 Nightster started throwing 2 codes, B226281 & P057200, a few weeks after the purchase on May 9th. The battery ended up dying on May 25th after riding for a while. Tower’s picked it up on May 29th, kept it for 2 weeks, changed the battery and supposedly cleared the codes without even looking into why those codes were on. They said, “the codes didn’t come on while they had it.” Well, you have to ride it for them to come on. We went to Baton Rouge, we live around Lafayette, to Tower’s June 6th to check on my bike because we weren’t hearing anything. The salesgirl that sold us the bike went to Ken, the head service guy, to see what was going on after asking how I was enjoying my motorcycle and I told her I’m not because it’s here with problems. Ken yelled at her that it was not her business and she had no business being in the service department. I got it back on June 12th and the first ride, the codes came back. It was saying B226281 & P057200 codes AGAIN. Ken was blaming it on user error. We have the text to prove it. He said if we brought it back, we would be charged a diagnostic fee. It is a brand new motorcycle under warranty. I reached out to the Better Business Bureau after we brought it to Cajun Harley Davidson in Scott, LA on June 16th. Corporate reached out to us and contacted Cajun Harley to give them ideas on a fix. They changed several things (brake clutch, wiring and the ECM or BCM) and the codes kept coming back. Corporate flew out a specialist from Wisconsin. It ended up being a certain mechanism for the brake system not being machined right. So, it was in fact a factory defect and NOT user error as Ken proclaimed. Cajun Harley Davidson in Scott was the only ones that actually tried everything they could to get my bike back in running condition. As of today, July 9th, Tower’s has yet to reach out to even talk about a resolution. All Tower’s worries about is having “customer appreciation” parties every weekend. Maybe the service department should worry about fixing actual issues. You cannot “appreciate” your customers if you refuse service because it’s warranty work and you can’t overcharge for the “work”.