KAUAI, Hawaii (Jan. 14, 2013) — Iconic former Hawaii tire dealer Lex Brodie died Jan. 11 in Kauai at the age of 98.
Dealer Lex Brodie dies at 98
(Lex Brodie's Tire Co. photos)
Lex Brodie continued to surf the beaches of Hawaii until age 90.
Born Alexander "Lex" Hofgaard Brodie, he was a life-long surfer. In 1933, he was one of the first "Waikiki Beach Boys" who provided canoe rides and surf lessons to the wealthy tourists and movie stars of the day. He continued to surf until age 90.
After working for the Dole Pineapple Cannery, he opened a Chevron gas station in 1958 and then founded Lex Brodie's Tire Co. in 1961 in Kaneohe, Oahu. He built his business on the principle of striving to provide better service than any other company in the market.
In reporting his death, Hawaiian news agencies lauded Mr. Brodie as one of the state's greatest entrepreneurs. He gained fame with his appearance in 15-second television commercials for the tire dealership which always ended with the tag line: "Thank you…very much."
In a 2011 Tire Business story, Lex Brodie's President Scott Williams said the dealership "will do just about anything (within reason) to satisfy a customer. "We have a customer satisfaction promise, the completion time promise and the estimate promise that set up a model on how to take care of customers when there are satisfaction issues."
Mr. Brodie founded Small Business Hawaii in 1975 to promote small business interests. After retiring from the dealership and selling it in 1991, he was elected to serve on the state Board of Education from 1992 to 2003.
He is survived by his wife, Evelyn; children, Wendy Pelligrini, Sandy Brodie, Robert Brodie and Janet Teves; seven grandchildren; five great-granddaughters; and one great-great grandson.
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