6 • January 2025 • Powersports Business
NC DEALERSHIPS
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Motorcycles of Greensboro . Today , both dealerships are well-established in their communities and remain among the top European motorcycle dealers in the country .
“ Juan Pardo and George Chaconas of Performance Brokerage Services were instrumental in helping me to find the right buyer for Motorcycles of Charlotte and Motorcycles of Greensboro ,” Engel says . “ George originally introduced me to Performance Brokerage Services back in 2008 . At that time , I had no interest in selling , but we started a dialogue that lasted until this day . When I decided to actively look for the next owner of my stores , Juan Pardo worked with me to find the right fit for me and my staff .
“ Together we talked with a number of prospects and discussed their strengths and challenges in being a successful multi-store powersports dealer ,” he continues . “ Juan introduced me to Sonic Automotive , who was building a powersports division to diversify their portfolio . Sonic Automotive was an ideal candidate for taking over my stores and taking care of my employees and customers for years to come . I would not have been successful in meeting with and working through the acquisition process with Sonic Automotive without the expertise and assistance of Juan and George . I recommend them highly , whether you want to purchase or sell a powersports dealership . Thank you , Juan and George , for everything .”
George Chaconas , senior partner , Juan Pardo , partner , and Courtney Bernhard , partner of the Harley-Davidson & Powersports Division for Performance Brokerage Services were the exclusive sell-side advisors for this transaction .
“ It has been a pleasure knowing Mark , Gail and Tony over the past 15 years ,” Chaconas says . “ From our first meeting in 2008 at their original dealership to the successful sale of Motorcycles of Charlotte and Motorcycles of Greensboro to Sonic Automotive , it has been both an honor and a privilege to represent them — guiding them through the complexities of the buying and selling process while helping to maximize value . The transaction was a great success for both sides , and I look forward to Mark ’ s continued involvement in the dealerships .”
Mark and Gail Engel were represented by Logan Parker and Lee Lovett at Bass Sox Mercer in Tallahassee , Florida . Sonic Automotive was represented by LaToya Parker and Noah Ganz at Parker Poe in Charlotte , North Carolina .
Motorcycles of Charlotte will remain at its current location at 731 Westinghouse Boulevard in Charlotte , North Carolina , and Motorcycles of Greensboro will remain at its current location at 2407 Greengate Drive in Greensboro , North Carolina .
Pictured are Mark Engel and Brooke Wilhoite , VP of Corporate Development at Sonic Automotive . Photo courtesy of
Performance Brokerage Services
Harley-Davidson of Rock Hill acquired by Baker VTwin2
Another deal recently brokered by Performance Brokerage Services was Cox ’ s Harley- Davidson of Rock Hill , South Carolina . The Harly store was recently purchased by Carson Baker , owner of Baker VTwin2 .
The dealership was formerly owned and operated by the Cox family since 2004 . The new owners are renaming the store Dog House Harley-Davidson , and it will operate out of the same facility , built by the Cox family in 2006 .
Rock Hill ’ s former dealer principal , Jan Cox , states that her decision to sell was based upon her impending retirement . “ We had a strong run catering to riders from York County , Charlotte , Greenville , Myrtle Beach and beyond ,” she says . “ It is our hope that the new owner will be welcomed as they continue this service . It is with humble gratitude that we wish the best to our customers , the community and our staff members . The loyalty and dedication you gave us was abundant and appreciated . We look forward to what the future holds for our Asheboro location .”
The Cox family ’ s legacy in the motorcycle industry dates back to 1961 , with the founding of Cox ’ s Harley-Davidson of Asheboro by Jan Cox ’ s father-in-law , Recil Cox . The dealership remains operational today and holds the distinction of being the longest-running family-owned Harley- Davidson dealership in North Carolina .
The Asheboro , North Carolina , store is operated by Stephen Cox , third-generation owner of Cox ’ s Harley-Davidson . “ Three generations of business ownership is hard to find these days ,” Cox says . “ Unmatched customer loyalty and a team who works with dignity and embraces both the Cox brand and Harley-Davidson , well , that ’ s pretty special . It has always been that way .”
Over the last five years , Performance Brokerage Services has advised on the sale of over 300 dealerships . George Chaconas , senior partner and Courtney Bernhard , partner of the Harley-Davidson & Powersports Division for Performance Brokerage Services were the exclusive sell-side advisors for this transaction .
Chaconas shares , “ In 2015 , I had the privilege of representing the Cox family in the sale of Cox ’ s Northern Tier Harley-Davidson to Pete Eisenhauer . Over the years , I kept in touch with Jan Cox to see when she might be ready to sell Cox ’ s Harley-Davidson in Rock Hill . After nearly 20 years of ownership , she was ready to retire . It was an honor to represent the Cox family again and sell to Carson Baker , the owner of Baker VTwin2 . This marks the second Harley- Davidson dealership I ’ ve sold to Carson . I also want to thank my partner , Courtney Bernhard , for her invaluable assistance in facilitating the sale . I wish Jan all the best in her retirement and look forward to helping Carson continue to grow in the near future .”
Baker has had a passion for motorcycles since early childhood . He received his first motorcycle as a Christmas gift at age three , and his love for motorized vehicles grew from there . “ I have always been infatuated by anything with a motor ,” Baker says . He spent his formative years riding on his family ’ s 100−acre farm .
After earning his degree from Coastal Carolina University , Baker worked at his father ’ s Chevrolet dealership before deciding to pursue his passion for powersports . In 2014 , he opened Baker American Cycles in Fayetteville , North Carolina , and over the years , expanded his business through a series of acquisitions , including Baker Motorsports in Fayetteville , Battleship Cycles and Marine in Wilmington , and Bulldog Harley-Davidson in Smithfield , North Carolina .
“ This is the second Harley-Davidson dealership that I acquired through George Chaconas and his partner , Courtney Bernhard , of Performance Brokerage Services ,” Baker says . “ They were very instrumental in helping me identify my second Harley-Davidson dealership and very engaged from start to finish in acquiring Cox ’ s Harley-Davidson in Rock Hill , South Carolina , from the longtime owner , the Cox family . George and Courtney ’ s professionalism , industry knowledge and expertise contributed significantly to closing this transaction . I look forward to continuing to grow my powersports dealership platform with the help of George and Courtney and their team .”
Ducati Indianapolis and Ducati Orlando celebrate grand opening events
Ducati Indianapolis unveiled its stunning new exclusive facility on Thursday , December 5 . The event marked a milestone for Ducati in the region , with a celebration that brought Ducatisti , motorcycle enthusiasts and industry leaders together . The next evening , the Ducati community expanded further with the opening of another exclusive dealership , Ducati Orlando , an exciting expansion from the award-winning team behind Ducati Sanford . Both events featured unique activations local to their community and an unveiling of the 2025 Ducati Panigale V4 to offer attendees a first look at the model .
DUCATI INDIANAPOLIS Attendees at the Ducati Indianapolis event were treated to a memorable evening that included :
A special appearance by PJ Jacobsen , who showcased his Supersport race-winning machine .
Iconic Ducati bikes on display , including models ridden by the Rahal Ducati Moto Team .
An opportunity for guests to connect over light refreshments and appetizers while celebrating Ducati ’ s craftsmanship and community spirit .
See Ducati Grand Openings , Page 7