His personality must has been great, I might have purchased a car from him, had I been lucky enough to have met him. My prayers go out to the family and I hope that they keep the dealership going and the expansion going as well.
BSRanch
Auto salesman's personality became most charming tactic
FONTANA - Mariano Rotolo, the face and name of Rotolo Chevrolet, died Saturday of heart failure. He was 88.
Rotolo Chevrolet has been a prominent business in Fontana since 1971, offering patrons a chance to purchase their dream car and enjoy a sense of personal service from Rotolo and his employees.
"(My father) was a very warm and a very gracious man who loved to be around people," said his daughter, Marie Waddingham of Lytle Creek. "He just loved people from all walks of life. Anyone that came in contact with him, he made a friend of."
That persona won Rotolo many satisfied customers. And for new patrons who were looking for the perfect car, he put himself in their shoes to help them find a one that would personally suit their needs, Waddingham said.
"He would sit with them and teach them how to find and purchase a car," she said. "He would find the right car for them by working with them based on what type of car they needed. He would ask questions like, `What are you going to use the car for?' `How many children do you have?' He was very concerned with people buying a car that they could use. He wanted to make sure that patrons received the car of their dreams."
That is one of the reasons that made the dealership different from the others, his family said. Another was the personality that came shining through on television screens throughout the Inland Empire. When his daughter, Marie, came on board to help with the dealership in 1982, she wanted to start an advertising campaign for the company that would share Rotolo's personality with the public.
"When I arrived here, I was trying to find out this thing with Chevys," his daughter said. "There were others that sold Chevys, and I wanted to know what made my dad's dealership different from the others. So I asked, `What do you do that is different from other dealerships?"'
At the time, other dealership owners were known for their golf game and their love of fast cars, but the thing that stood out about Rotolo was his singing voice.
"So, I said, `Let's use him as a singer,"' Waddingham said. "His voice was so beautiful. And to most people, for those not into light opera, I felt they would find it boring. So we decided to make it funny and have him sing off-key, and that is where we came up with the ideas to work with him for our commercials."
"That was our gimmick," she said.
Rotolo was born Nov. 21, 1917, in Los Angeles.
In the late 1920s, his family moved to Bloomington when his childhood home was destroyed in a fire.
"They lost everything," his daughter said. "They had to start all over again, and it was hard. But they did what they had to do."
At the age of 20, Rotolo suffered another loss. His father, Antonio, died of pneumonia, and the oldest child of five had to take the reins and become the head of the household.
Rotolo followed in his father's footsteps and began selling fresh produce out of the bed of his truck.
By 1939, that venture had grown into a full-fledged business, Rotolo Brothers, in partnership with his brother, Tony.
"He actually grew up with the Stater brothers, and when they started their market, they would ask my dad to provide potatoes, onions and vegetables for the market," Waddingham said. "And as the business grew, my father would travel to Los Angeles to pick up fruit, and him and Tony would truck it out at 3 to 4 in the morning."
The successful business was active until 1994, when Tony died.
On Sept. 12, 1939, Mr. Rotolo married Nadine, a former telephone operator who captured Rotolo's heart. The two shared a true love story, according to the family.
"When they first met, my dad fell madly in love with her. They only knew each other for three months before they married, and they never left each other's side," his daughter said. "They were passionately in love. He would serenade her any chance he got, even until the day before he died."
Rotolo was a born performer, his family said. In the 1950s, his was a familiar face in the Civic Light Opera of San Bernardino, performing in productions of "South Pacific," "Carousel" and many others.
"He thrived on stage," his daughter said. "He was just great at it."
Rotolo was a member of Fontana's Rotary Club for 50 years, and also helped support local sporting leagues and foreign exchange students. But for those in the city of Fontana, Rotolo was the man who inspired many to achieve their dreams of a successful business.
"Mariano was one of the molding fathers of the small business community," 5th District Supervisor Josie Gonzales said. "His energy and foresightedness had a wide impact initially through his first business, his produce venture, but also the establishment of the dealership."
"No single individual is better known in the region and has done so much to put his business on the map," Fontana Mayor Mark Nuaimi said. "He clearly loved his business and enjoyed what he did.
"Rotolo Chevrolet is a key player in the city and I believe the new facility located off the 210 will be a great tribute to him."
Rotolo is also survived by another daughter, Paula Joan Ayers of Palm Springs; one brother, Joseph Rotolo of Alta Loma; two grandchildren; and two great-grandchildren.
Visitation services will be held from noon to 8 p.m. today at Ingold Funeral Chapel, 8277 Juniper Avenue, Fontana.
Services will be held at 11 a.m. Thursday at Fontana Community Church, 8316 Sierra Avenue, Fontana.
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