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Former businessman Lex Brodie dies on Kauai at age of 98

By Star-Advertiser staff

LAST UPDATED: 06:14 p.m. HST, Jan 11, 2013

Lex Brodie shows off his logo, which he obtained in the 1960s during a trip to the mainland for a tire convention. It became a hit when he used it to advertise his company in TV commercials.

Photo Gallery: Lex Brodie 1914-2013

Former businessman Lex Brodie, perhaps best known for his tire commercials ending with the catch phrase, “Thank you, very much,” died today at the age of 98.

Alexander “Lex” Hofgaard Brodie was born in Kekaha, Kauai.

Brodie retired in 1991 from his Lex Brodie's Tire Co., which still operates under his name. He is also a former president of Small Business Hawaii and a former member of the Board of Education.

He is survived by his wife, Evelyn; children, Wendy Pelligrini, Sandy Brodie, Robert Brodie, Janet Teves; seven grandchildren, five great-granddaughters and one great-great grandson. 

Private services are planned through the Kauai Memorial Gardens & Funeral Home.


Here's a vintage Lex Brodie tire commercial from the Lex Brodie's YouTube channel.


More From The Star-Advertiser


Tires were just part of his legacy

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Hapa_Haole_Boy wrote:
Thank you very much Lex Brodie! RIP.
on January 11,2013 | 01:05PM
allie wrote:
I did not know him but I hear he was a wonderful, caring man.
on January 11,2013 | 03:26PM
OldDiver wrote:
Lex was surfing into his late eighties. The guy was in great shape.
on January 11,2013 | 09:01PM
WesleySMori wrote:
Amen "HAPA_HAOLE_BOY"!!!! "AMEN"!!!! "GOD BLESS HAWAII & AMERICA"!!!!!!!!!!!!!
on January 11,2013 | 04:18PM
iwanaknow wrote:
If you go to their Kaneohe shop, you can still see the golf cart that looks like their cave man car from their logo. That's a keeper!
on January 11,2013 | 01:13PM
hanoz808 wrote:
i am truly sad and my condolences go out to his ohana.
on January 11,2013 | 01:15PM
csdhawaii wrote:
Thank YOU...very much.
on January 11,2013 | 01:37PM
jcjr wrote:
I will always remember his commercial while growing up in the 70's. A true classic with his classic line Thank-you very much. Thank you for the hanabada day memories. Aloha Lex!
on January 11,2013 | 08:29PM
konakeoni99 wrote:
RIP Lex I always thought that the caveman in the logo reminded me of something in the Flintstones
on January 11,2013 | 02:01PM
Publicbraddah wrote:
In Lex we trust!
on January 11,2013 | 02:04PM
Bully wrote:
He lived a good long life.
on January 11,2013 | 02:05PM
awahana wrote:
Grew up watching him on TV.
Never heard a bad word about him.
Businessmen like him don't exist anymore. Except maybe for Warren Buffet, or Sir Richard Branson.
Gates, Jobs, and Zuckerberg are the antithesis of a true, worthy businessman.
on January 11,2013 | 02:24PM
IAmSane wrote:
Agreed with everything you said except that part about Bill Gates. He puts a lot of his wealth into making the world a better place. Bill & Melinda Gates Foundation is one of the largest foundations in the world.
on January 11,2013 | 03:16PM
JnS wrote:
This is true. Just because someone doesn't seek Oprah publicity for all their kind acts, doesn't mean they don't contribute. Read up on some of the things the Gates do, it is amazingly generous.
on January 11,2013 | 04:27PM
false wrote:
on January 11,2013 | 02:56PM
FrankieT wrote:
What a guy, going to miss Lex. RIP
on January 11,2013 | 03:13PM
localguy wrote:
Lex was so far ahead of other businesses with his push to always give the customer high quality service, an art many companies in the Nei have yet to discover. Lex will be missed, he was one special person, we were lucky to have him so long. RIP Lex, we love you.
on January 11,2013 | 03:33PM
kuewa wrote:
Wow, what memories ! I'll never forget that caveman pounding the tire. Lex Brodie -- you were the best of the best,
on January 11,2013 | 03:35PM
Mahalo wrote:
He lived a very long and generous life.. another good man that the gates have opened for.
on January 11,2013 | 03:35PM
Anonymous wrote:
A rare breed; an honest businessman.....Thank You very much Lex Brodie !!!!!! RIP
on January 11,2013 | 04:21PM
mayihavesumor wrote:
Lex gave customer service when the norm was no eye contact and a I don't know you attitude.
on January 11,2013 | 04:25PM
Numilalocal wrote:
What a terrific man - someone who embodied the notion of conducting business ethically and with a smile! Mahalo to YOU, Lex, for making all of our lives a little better!
on January 11,2013 | 06:49PM
Surfer_Dude wrote:
Five short paragraphs SA.....I would have liked to know a little more about the guy. How did he get into the tire business?
on January 11,2013 | 06:52PM
Surfer_Dude wrote:
Check out this link for a much better story about Lex from KHON. Pretty lame reporting SA. http://www.hawaiinewsnow.com/story/20567788/iconic-local-businessman-lex-brodie-dies
on January 11,2013 | 06:57PM
residenttaxpayer wrote:
Rest in peace Lex Brodie......
on January 11,2013 | 09:40PM
DABLACK wrote:
As a surfer at Waikiki "Queens" for over (20) years, I used to see him surfing on his longboard at "Canoes" fronting the Moana Hotel. He neva got "ole" ! Rest in Peace Big Fella !!
on January 12,2013 | 07:52AM
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