Paducah Harley-Davidson Dealership Has New Owners

The local Harley-Davidson dealership has new owners.

In a press release, brokerage firm Performance Brokerage Services announced their work to close the sale of Four Rivers Harley-Davidson. 

The business had been owned since 2005 by Jerry Carter and Jack Fares, and has been recognized by Harley-Davidson for their commitment to customer and the franchise. But Carter and Fares were seeking retirement, so they acquired the services of PBS broker George Chaonas, and he found the new owners, Eric Sternberg and Eddy Soberon.

Both men have backgrounds in Harley-Davidson dealership ownership and management and recently became became partners. About a year ago, they purchased Tifton Harley-Davidson in Tifton, Georgia.

In the press release, Sternberg and Soberon said the dealership will continue to operate at its current location on Old Husband Road.

The business was closed for a few days this week for inventory, but re-opened on Thursday under new ownership. The business announced the leadership change on its Facebook page.