4 • October 2025 • Powersports Business

Dealer brokerage firm Performance Brokerage Services announced on Aug. 5 the sale of Harley-Davidson of Carroll in Iowa.

Steven Towers, who now owns four Harley-Davidson stores across the U. S., purchased the dealership from Terry Ruchti, the owner of Harley-Davidson of Carroll for more than 30 years.

Towers has over a decade of experience in the automotive industry. He previously owned a network of more than 20 Midas International retail locations and has since acquired 10 Big O Tires locations across the Midwest. He is also a long-time Harley-Davidson rider with a deep passion for the brand.

Towers acquired his first Harley-Davidson dealership, Boneyard Harley-Davidson in Winterville, North Carolina, in 2023. He followed that up with the purchase of Frontier Harley-Davidson in Lincoln, Nebraska in 2024, and Historic Harley-Davidson in Topeka, Kansas in 2025, with Performance Brokerage Services brokering all four deals.

“ This acquisition will solidify my presence in the Midwest and allow me to continue providing quality service and motorcycles to the riding community,” says Towers.“ I

Steven Towers, left, purchased Iowa-based Harley-Davidson of Carroll from Terry Ruchti, right, who has owned the dealership for more than 30 years.( Photo: Performance Brokerage Services)

continue to be very bullish on the future of the Harley-Davidson brand.”

Harley-Davidson of Carroll will be renamed Towers’ Legendary Harley-Davidson and will remain at its current location at 1327 Plaza Drive in Carroll.

Over the last five years, Performance Brokerage Services has advised on the sale of nearly 900 dealerships, making it the highest volume dealership brokerage firm in North America. George Chaconas, senior partner, Courtney Bernhard, partner, and Juan Pardo, partner of the Harley-Davidson and Powersports Division at Performance Brokerage Services, were the exclusive sell-side advisers for this transaction.

The Motorcycle Industry Council( MIC) is sounding the alarm over newly expanded 50 % tariffs on steel and aluminum“ derivative products,” warning that the move could drastically increase the cost of motorcycles, ATVs, side-by-sides, and parts— and ultimately threaten dealers, distributors, and aftermarket businesses across the U. S.

According to MIC, the tariffs mean that nearly every powersports vehicle with foreign-produced steel components is now subject to steep new costs. For example, a $ 10,000 motorcycle could jump to $ 13,000 – $ 14,000 at retail. Even U. S.-built vehicles aren’ t immune, as many rely on imported steel and aluminum for production.

The tariffs, expanded Aug. 18 to cover more than 400 new product codes, will affect:

• Most motorcycles with foreign steel content

• ATVs and side-by-sides with foreign steel components

• Motorcycle parts and accessories with imported steel

MIC leaders say the impact could ripple through the industry, raising prices, reducing sales, and putting more than 110,000 American powersports jobs at risk.

The MIC Board has endorsed a multipronged strategy that includes:

• Sending letters to President Trump and Commerce Secretary Howard Lutnick about the impact on powersports businesses

• Mobilizing MIC members and dealers to write Congress requesting tariff relief

• Working with lawmakers to push for exemptions and highlight potential job losses in their districts

• Hosting members of Congress at member facilities to showcase the industry’ s economic role

HOW TO HELP MIC is requesting that dealers share business impact data by Sept. 2 to strengthen its advocacy efforts. Input will be aggregated across the industry to show lawmakers how tariffs could cripple the $ 51 billion U. S. powersports sector. Dealers will also soon be able to participate in an online campaign to send letters directly to their senators and representatives.

Washington’ s expanded 50 % tariffs on steel and aluminum“ derivative products” could drastically increase the cost of motorcycles, ATVs, side-bysides, and parts, hurting dealers, distributors, and aftermarket businesses across the U. S.( File photo)

TARIFFS RULED UNCONSTITUTIONAL A federal court recently ruled that the Trump administration’ s expanded tariffs on steel and aluminum derivative products are unconstitutional, citing executive overreach. While the ruling is a positive development for industries like powersports, it does not provide immediate relief, according to news reports. The administration may appeal, and tariffs will remain in effect while legal battles continue.

KEY TAKEAWAYS

• Tariffs remain enforceable until court proceedings are finalized

• Prices on vehicles and parts may stay elevated in the near term

• MIC is pushing for industry-specific relief regardless of the court outcome www. powersportsbusiness. com Editorial and Sales: 763.383.4400 Subscriber Service: 763.383.4492

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BRAND ACCELERATION

Parts Unlimited and Drag Specialties— two brands under the giant aftermarket distributor LeMans Corp.— announced on Aug. 29 two new additions to their regional sales teams.

Ryan Kessinger will be Parts Unlimited’ s newest sales representative for the company’ s South Central region, covering Georgia and Alabama.

Drag Specialties also added to its sales force, welcoming Jack Johnson to the Northeast region sales team, covering central Ohio.

Kessinger comes to Parts Unlimited with experience in parts sales at the dealer level, after completing a stint at Barcelona-based Stark Future. He is also an avid motorcycle and dirt bike rider.

Johnson also has several years of parts sales experience at the dealer level, as well as

Jack Johnson, left, is Drag Specialties’ newest member of its Northeast region sales team. Ryan Kessinger has signed on as the South Central region sales rep for Parts Unlimited.( Photos: LeMans Corporation)

over 10 years of riding expertise on Harley- Davidson motorcycles and dirt bikes.