Ralph Frazier, 50, was killed when a falling tree limb struck him on the head about a half mile east of the Townsend Wye, WATE television in Knoxville reported.
He was transported to a hospital in Maryville, Tenn., where he was pronounced dead.
Frazier’s death was confirmed by Flanigan Funeral Home in Buford, which is handling arrangements.
Frazier’s dealership was established in 1970, according to the business’ website.
It started a small barn with a tin roof and a wood-burning stove and became an authorized Harley-Davidson dealership in 1992, according to the website.
“He was one of the most genuine guys I’ve ever known,” said Bryan Blanott, parts manager at Frazier Harley-Davidson. “He had no qualms about telling it like it was, good or bad.”