Four Rivers Harley-Davidson in Paducah, Kentucky Sells to New Owners Through George Chaconas of Performance Brokerage Services, a Harley-Davidson Dealership Broker

Left to Right: Jerry, Jack, Eddy, Eric

Buyers and Sellers of Four Rivers Harley-Davidson

Without George Chaconas, this deal never would have happened!-Sellers of Four Rivers Harley-Davidson

Performance Brokerage Services, a new car and Harley-Davidson dealership broker is pleased to announce 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 Jerry Carter and Jack 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. Jerry and Jack 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.”

Nearly one year after their flagship purchase of Tifton Harley-Davidson in Georgia, Eric Sternberg and Eddy Soberon acquired Four Rivers Harley-Davidson. Eric and Eddy 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, 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.”

About Performance Brokerage Services

Performance Brokerage Services, an auto dealership broker, specializes in professional intermediary services to buyers and sellers of automotive, Harley-Davidson and Powersports dealerships.

The company offers a different approach to the automotive, Harley-Davidson and Powersports industries by providing complimentary dealership assessments, no upfront fees, no reimbursement of costs and is paid a success fee only. Performance Brokerage Services gets paid only after the client gets paid.

With over 25 years of experience, the company utilizes an extensive network of industry related accountants, attorneys, hundreds of registered buyers and enjoys longstanding relationships with most of the auto manufacturers and the Harley-Davidson Motor Company. The intermediaries at Performance Brokerage Services have been involved in well over 600 transactions. Pledging loyal and unwavering representation, confidentiality is vigilantly protected during the selling process and after the transaction closes.

With corporate offices in Irvine, California, six regional offices in Utah, Florida, Texas, New Jersey, Alberta and Ontario, and a dedicated Harley-Davidson and Powersports Division, Performance Brokerage Services provides its clients national exposure with local representation. For more information about the services offered by Performance Brokerage Services, visit

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