Maine automobile marketing icon John Pulsifer, who began selling cars in 1958, is selling his Chrysler Dodge Jeep dealership in Saco.

The dealership is being purchased by Bill Waldron, owner of Portland Volvo and Portland Saab in Scarborough. Waldron will take over Wednesday, Pulsifer said, although he expects to stay on until the transfer is authorized by Chrysler later this fall.

Pulsifer said Waldron made a proposal in July, and after considering it, he decided to sell. The purchase price wasn’t disclosed.

Pulsifer is widely known as Jolly John, an advertising persona he assumed in media ads nearly 30 years ago.

Now 73, Pulsifer said he’s not sure what he’ll be doing after leaving the car dealership.

“A new chapter in my life is about to open,” he said.