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June 21, 2011 Portlandbiz

New motorcycle shop banks on Jolly John brand

Photo/Whit Richardson Peter Gordon has opened Jolly John Cumberland County Choppers & Cycles in Portland
By Whit Richardson

Though "Jolly John" Pulsifer, the Maine car-selling legend, died in February, a short three months after he sold his Saco car dealership, his well-known (and trademarked) moniker has been resurrected in Portland.

Peter Gordon, Jolly John's son-in-law and longtime employee, went to work selling cars for Jolly John after graduating from the University of Southern Maine in 1983. For the past 18 years, he was general manager of Jolly John's Saco car dealership. When the dealership sold and his father-in-law died, Gordon had an opportunity to start over. He decided he'd sold enough cars and pursued another of his passions: motorcycles.

In April, Gordon and his wife, Michelle, opened Jolly John Cumberland County Choppers & Cycles on Warren Avenue in Portland.

Motorcycles and scooters in a rainbow of colors line the sidewalk outside the business. Inside, a showroom with a black-and-white tiled floor displays more. The business is a licensed dealer of Royal Enfields, a classic British motorcycle, and Urals, a Russian-made motorcycle. The next closest dealer of Royal Enfields and Urals is in Poland, Maine, Gordon says. Used motorcycles, from Harleys to Yamahas, occupy the back of the shop. It also sells several types of scooters, which have been popular because of high gas prices.

"Our history was in the car business and we always tried to give fair deals and reasonable prices," Gordon says. "I always thought there was a need for that in the power sports business."

Jolly John's legacy is apparent everywhere, from his name on the roadside sign to a carpet in Gordon's office sporting Jolly's face and his famous tag line "I'm not Jolly unless you're happy". In the showroom, a flashing sign with a series of bright lights reminiscent of a Lite-Brite toy displays Jolly John's face and another of his famous lines: "If you want to pay more, that's your business. If you want to pay less, that's our business." The business' website is still www.jollyjohn.com and its phone number is still 1-800-HI-JOLLY.

Using Jolly John's name in the new business was a way to memorialize his legacy, Gordon says, but he admits it's also a smart business decision. Jolly John spent millions of dollars over the years building his brand, which still has a significant cachet in the market, and immediately is recognized by people, Gordon says. "We have thousands of customers who purchased vehicles from us over almost 30 years that know how we do business," he says, sitting in his office, his 13-year-old son Chris standing beside him, motorcycle helmet in hand.

Gordon doesn't feel comfortable sharing specific sales figures, but he says sales have been steady despite the rainy weather. He hopes to be profitable his first year in business.

Nationally, motorcycle sales increased 7.2% in the first quarter of 2011 compared to the same period last year, according to the Motorcycle Industry Council. Scooter sales saw the biggest gain, up nearly 50%. High gas prices produce a spike in the sale of scooters, which can get more than 100 miles-per-gallon, Gordon says.

One aspect of the business that has taken off is the service department. While the business has only been open since April, Gordon has already needed to move locations to expand. His original location, also on Warren Avenue, didn't have enough room to meet the demand for the service department. In the back of the new shop, nearly 20 motorcycles and scooters are waiting to be serviced.

The repair-side of the business beat all expectations, says Darrell Clark, the business' service manager and another longtime Jolly John employee. "It's been unbelievable the amount of people walking through that door," Clark says.

The service department will work on anything, from a 1960s-era scooter to vintage Harleys and Triumphs, something many other motorcycle and scooter shops do not do, according to Clark. "If it has two wheels and you're happy riding it, we'll fix it," Clark says.

Having worked for Jolly John for 17 years, Clark says he's happy to be back working at a business that retains the values Jolly John espoused. "He was one of the most generous guys you ever met," Clark says from behind the counter in the service department. He turns and picks up a big black sign that Gordon wants to hang on a wall. It's Jolly John's mission statements and includes treating customers well, encouraging the development of employees and giving back to the community. "He lived by it and meant every word of it," Clark says. "It's refreshing to work at a place that has an atmosphere dedicated to doing right by the customer. Saco had it and that's what they have here."

Out front, an elderly man wearing a hearing aid in one ear and a bright blue polo shirt has entered the showroom. He stands looking at a line of scooters from the California Scooter Co. built to look like mini-motorcycles. Gordon's son Chris, who is known around the shop as "Jolly Junior," doesn't hesitate to engage the potential customer. He steps toward the man and, still holding the motorcycle helmet, asks: "Can I answer any questions for you?"

It seems Jolly John's legacy lives on in more than just a brand name.

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