SACO — When someone in Southern Maine says the name “Ira” people know exactly who they are talking about. Ira Rosenberg didn’t need any further introduction.

The founder of the Saco-based Prime Motor Group died early Thursday morning, according to an online post from his son, David, on CaringBridge, a website where family members can post updates about a sick loved one. He died peacefully in his sleep around 3:45 a.m., surrounded by his family, wrote David.

“Our family would like to thank everyone for their thoughts, prayers and well-wishes. A kind, humorous, good-hearted man has gone on to join his ancestors. He will live on through the lives of all the people he positively impacted. Dad, thank you for everything. We love you,” wrote David.

Ira Rosenberg retired for the second time at the age of 80 in 2017, and his son, David, now oversees the car empire which has about 30 dealerships throughout New England.

Ira Rosenberg took a job changing tires in the used car department of a Chevrolet dealership in 1958, a few months later he took on a job in the service department and a few months after that was hired in sales.

“The first car I sold, I knew this was for me,” Rosenberg is quoted as saying in a history of Prime Motor Group on the company’s web site. Rosenberg opened a used car dealership in 1967 in Salem, Massachusetts, and in 1975 a Toyota dealership in Danvers, Massachusetts.

Rosenberg was outgoing and gregarious. Over the years had become a local celebrity, and along with his wife Judy was featured in television commercials for Prime.

Rosenberg had a knack for selling cars, and he also had a generous heart.

“He was a benevolent man who put his money where his mouth is,” said Mark Johnston, former mayor of Saco. Johnston said many years ago, when Young School needed library items lost during a mold infestation, Rosenberg quickly stepped up and gave a large contribution.

Johnston said Rosenberg had a good work ethic, was very community minded and devoted to his family. Saco is a better community because of Rosenberg, said Johnston.

Carl Pendleton, former CEO of Sweetser, which provides services to people with mental illness, said several years ago when a large barn burned down at the farm at Sweetser’s campus in Saco, Sweetser officials knew replacing the barn would be a costly endeavor and contacted Rosenberg for assistance.

Rosenberg made a significant donation and challenged the community to donate as well. Rosenberg’s challenge turned into a successful six figure campaign, said Pendleton.

Rosenberg had a soft spot in his heart for the children and families that Sweetser served and continued his support of Sweetser after the barn was built, Pendleton said.

“He and Judy were remarkable in their willingness to give to the organization,” said Pendleton.

Saco Mayor Marston Lovell said Rosenberg saw value in supporting the community, and among his charitable efforts, he provided vehicles for local parades and donated money to the Dyer Library.

“We appreciate his philanthropy,” said Lovell.

Mark Robinson, who worked for many years as a public relations consultant for Prime Motor Group, said he was impressed by Rosenberg’s actions.

“I’ll leave it to others to say the glowing things about Ira’s larger than life personality, and his immense generosity. It’s all true. What I will never forget are Ira’s countless small acts of kindness, things I saw again and again as we were out in the community, when he didn’t know I was watching. We are blessed that Ira couldn’t stand being retired in Florida and made his escape to Maine. What a contribution he made,” said Robinson.

— Staff Writer Liz Gotthelf can be reached at 780-9015 or by email at egotthelf@journaltribune.com.

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