6 • September 2026 • Powersports Business

STEVEN TOWERS

• CONTINUED FROM PAGE 4

Bourbon Barrel Harley-Davidson and will remain at its current location.

AWARD-WINNING STORE Four Rivers Harley-Davidson is among the nation’ s largest Harley-Davidson dealerships and has earned 15 Bar & Shield Awards from Harley-Davidson Motor Co. recognizing dealership performance and customer service. Performance Brokerage Services also represented Soberon and Sternberg when they acquired the dealership in 2017.

“ Eric and I have had the privilege of working with George Chaconas of Performance Brokerage Services for nearly 20 years,” Soberon said in the July 22 announcement.“ When it came time to sell Four Rivers Harley- Davidson, we exclusively engaged George Chaconas, Juan Pardo and the team at Performance Brokerage Services to represent us. They navigated us through a very complex transaction.”

George Chaconas and Juan Pardo, partners in the Harley-Davidson & Powersports Division at Performance Brokerage Services, served as the exclusive sell-side advisors for the transaction.

EXPANDED PORTFOLIO“ This marks our seventh deal with Steven, who has entrusted my partner, Juan Pardo, to represent him in each of his acquisitions,” Chaconas says.“ Congratulations to Steven on his new flagship dealership, Towers’ Bourbon Barrel Harley-Davidson.”

Towers entered the Harley-Davidson dealer network in 2023 with the acquisition of Boneyard Harley-Davidson in Winterville, North Carolina. He expanded his holdings with the purchases of Frontier Harley-Davidson in Lincoln, Nebraska, in 2024 and Historic Harley-Davidson in Topeka, Kansas, in 2025. According to Performance Brokerage Services, the Paducah acquisition brings his dealership portfolio to seven locations.

“ One of the first Harley-Davidson motorcycles I ever bought was at Four Rivers Harley-Davidson in Paducah,” Towers says.“ Since that time, I have become a six-rooftop Harley-Davidson dealer and have now been able to acquire that same dealership as my seventh. I continue to be passionate and bullish about Harley- Davidson, and I am excited to make this dealership my flagship store.”

Performance Brokerage Services says it has advised on the sale of nearly 450 dealerships over the past five years across North America.

Online qualification tests for the 2027 Honda National Technician Contest is now live, the manufacturer announced in an Aug. 11 press release.

Just like the first two editions, the 75−question, multiple-choice test will determine eight U. S. finalists— four in the Two-Wheel Division, four in the Four- Wheel Division— who will earn an all-expenses-paid trip to Honda’ s Alpharetta, Georgia, Training Center for a weeklong, in-person competition.

The Honda National Technician Contest, scheduled for Jan. 25−29, 2027, is designed to recognize technical excellence and promote Honda’ s Powersports technical training programs. Contestants face off in both on- and off-road vehicle competitions and are judged based on their technical knowledge, technique, procedures, precision and speed. Each of the two national champions will earn a prize package worth $ 8,000.

The technician rivalry won’ t end with the U. S competition. In the spring of 2027, the six national champions from the first three editions will compete to determine the two technicians who will represent Team USA at

Technicians from Honda dealerships across the U. S.— excluding previous national champions— are eligible to take the Honda National Technician Contest qualification test.( Photo: Honda)

the Honda Global Technician Contest, scheduled for October 2027 in Japan.

“ The first two editions of the Honda National Technician Contest have successfully showcased the

See Honda, Page 8