Pete Ellis, He of Car Jingle, Is Prepared to Try It Again

Who can forget the jingles that Pete Ellis used to bring customers to his car dealerships: the grating voices of small children singing again and again of the “Long Beach Freeway, Firestone Exit, South Gate.”

Those commercials disappeared with the businesses. Ellis’ new-car dealerships in South Gate and Bellflower fell victim to the recession in 1991.

Now Ellis is back.

On Saturday, a used-car lot called Pete Ellis Auto Center will open on Costa Mesa’s automobile row, Harbor Boulevard. After months of market research, Ellis said, he has decided to hire only college graduates who have never sold cars before and who will be paid salaries instead of commissions. The cars will have fixed, non-negotiable prices, and the lot will sell only models fewer than 5 years old with good reviews from consumer magazines.

Fixed prices and the soft sell are old hat at some new-car dealerships. But Ellis’ approach is novel for used-car lots, which are known for high-pressure sales tactics and a casual approach to business ethics.

The 47-year-old entrepreneur, who said he has managed to avoid personal bankruptcy so far, said he obtained the money to start the used-car lot by privately selling stock in the venture. Ellis said he expects the business to take off and envisions himself heading a chain of used-car lots.

No word yet on any new jingles.