Paradise is now Steelhead

Paradise Harley-Davidson has changed ownership, with industry veteran Erik Paulson acquiring the dealership from longtime owner Mike Durbin in a transaction that closed Feb. 2.

Durbin is stepping away from the powersports industry after more than two decades as an owner-operator. During his tenure, Paradise Harley-Davidson built a reputation as a stable presence in its market, serving Harley-Davidson riders with a full lineup of new and pre-owned motorcycles, parts, service and community-focused events.

New ownership brings deep dealership experience from both the automotive and powersports sides of the business. Paulson, a Portland native, previously served as operating partner of Michael’s Toyota in Bellevue, Washington, where he was involved in day-to-day dealership operations and long-term growth strategy.

With the new ownership in place, Paradadise Harley-Davidson has been renamed Steelhead Harley-Davidson