Lex Brodie

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.

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HONOLULU (HawaiiNewsNow) - He was known for ending his commercials by saying, "Thank you...very much." Lex Brodie, longtime businessman and former member of the state Board of Education, died Friday morning on Kauai. He was 98.

Brodie has been an icon in Hawaii for decades, beginning in 1958 when he moved from managing the Dole Pineapple Cannery to owning a Chevron station in Kaneohe, on Kaneohe Bay Drive, where he started Lex Brodie's Tire Company in 1961.

He moved the company to its current location on 701 Queen Street in 1964. Some photos of Brodie, along with some of the business awards he won, were placed on his original office desk, along with lei, when news came of his passing.

Brodie retired from Lex Brodie's Tire Company in 1991. Brodie was also the campaign manager for Honolulu Mayor Jeremy Harris and served on the Board of Education from 1992-2003. He moved to Kauai after leaving the board.

Alexander Brodie was born on Kauai in 1914. According to his company, Brodie moved to Oahu and was in the first graduating class of Roosevelt High School. In 1933, he was one of the first Waikiki Beach Boys and was in business with Sam Kahanamoku, Duke's brother, giving canoe rides and surf lessons.

Brodie's phrase, "Thank you, very much," is still featured in the commercials and on several signs in the shop on Queen Street. "We can say it our own way, but only Mr. Brodie can say 'thank you very much' like he did. So we don't even try to copy that," said Williams. "We just try to emulate the high level of customer service that he laid for us."