Iconic Hawaiian tire dealer Lex Brodie, 98, passed away on Jan. 11.
Brodie’s multi-location dealership became part of the Hawaiian fabric because of its intense focus on customers and customer service, and thanks to one of the industry’s most familiar logos.
He started Lex Brodie’s Tire Co. in 1961 after managing a Dole pineapple cannery and owning a Chevron station, where the tire business began operations. The dealership moved to its current Queen Street headquarters location in Kaneohe in 1964.
Over 30 years, Brodie collected dozens of local, state and national honors for his business success, which he always attributed to the customers. Brodie’s popular catchphrase, “Thank you, very much,” is still featured in the dealership’s advertising and customer communications.
Brodie retired from Lex Brodie’s Tire in 1991, but remained extremely active in the community, serving on the Honolulu Board of Education from 1992-2003. After leaving the board, he moved to Kauai, where he was born in 1914.
“I think the fact that Mr. Brodie could retire, and then his very high level of customer service could be built upon after he left is a true testament to the foundation that he laid,” said Scott Williams, president of Lex Brodie’s Tire, told Hawaii News Now.
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.