98-year-old Lex Brodie dies on Kauai

By Justin Fujioka
Published On: Jan 11 2013 08:47:00 PM HST

Lex Brodie, the man who used the line "Thank you, very much" in his TV ads here in the Islands has died.

HONOLULU -

"Thank you, very much."

Lex Brodie, the man who made that catch phrase so well known in Hawaii, died on Friday.

The 98-year-old died of natural causes, according to his family on Kauai, where the longtime businessman was born and raised.

Brodie opened Lex Brodie's Tire Company in 1961 and the automotive repair business became famous for it's catchy slogan. But long-time employees and customers say it's success is based on trust.

"That level of customer service he promised and that he stood behind personally and just really demanded, really set the legend that he built," said Scott Williams, president of Lex Brodie's Tire Company.

Dr. Kwanlin Wong has been coming to Lex Brodie's for more than 50 years. "I like the service. It's very prompt, very fast, and for people that are working, you can't beat fast service," Wong said.

His wife Frances added that, "His message that would come on TV every night set the standard for everyone else."

Brodie sold his tire company in 1991.

Those who knew Brodie said that in addition to his business, he was also successful in the community.

Remembering Lex Brodie

State Sen. Sam Slom is president of Smart Business Hawaii, a small business advocacy organization founded by Brodie in 1976.

"His passion was education. He was elected to the Board of Education. He was the first person to go to all schools in the state," Slom said. "He brought people together. He provided group benefits and group discounts and was very active of course, down at the legislature. He got people to vote, got involved with community affairs and all that."

Brodie was also an avid surfer. He was one of the original Waikiki Beach Boys, teaching tourists how to surf.

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