Tifton HD owners buy Four Rivers Harley-Davidson in Paducah

PADUCAH, KY – Four Rivers Harley-Davidson has been sold to Eric Sternberg and Eddy Soberon. The sale was facilitated by Performance Brokerage Services, which made the announcement.

(From left) Soberon, Sternberg, Fares, Carter. Image: Performance Brokerage Services

Four Rivers H-D had been under the ownership of Jerry Carter and Jack Fares since 2005. During that time the dealership received 15 Bar & Shield Awards from Harley-Davidson Motor Co.

“Jerry and Jack were seeking retirement and hired George Chaconas… to represent them and offer their Harley-Davidson dealership for sale,” the brokerage firm stated.

“If not for George’s marketing efforts, tenacity, relationships and negotiating skills, this deal never would have happened,” Carter and Fares stated in the announcement. “We are very happy with the services provided.”

Sternberg’s and Soberon’s purchase of Four Rivers H-D comes nearly a year after their acquisition of Tifton Harley-Davidson in Georgia, which Chaconas also facilitated.

Sternberg and Soberon said they plan to keep the Four Rivers name on the Paducah dealership and will continue to operate at its current location, 3005 Old Husbands Rd.

“Jerry and Jack had an incredible run at Four Rivers Harley-Davidson and it was an honor assisting these gentlemen with accomplishing their goals,” Chaconas said. “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.”

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Craig Ballantyne

I love anything to do with Harley Davidson and have two beautiful children and a beautiful partner. In my spare time i like building websites and love anything to do with the internet.

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