Lex Brodie's Tire & Service Center

What Lex Brodie's Tire & Service Center does

Lex Brodie's Tire & Service Center is a privately held, locally owned automotive repair and tire retailer operating five retail locations on the Big Island of Hawaii — Kailua-Kona, Waimea, Pahoa, Hilo-Wiwoole, and Hilo-Kilauea (opened 2022) — plus two commercial tire warehouses and co-located Fast Lube and Big Island Express Car Wash sub-brands. The company sells tires (Michelin, BFGoodrich, Uniroyal, Cooper, Falken, Toyo) and provides ASE-certified repair services including brakes, alignments, A/C, suspension, oil changes, transmission flushes, engine diagnostics, and batteries, with a stated warranty of 12 months/12,000 miles (extended to 24/24,000 for AAA members under its exclusive Big Island AAA certification). A dedicated commercial division, Hawaii Commercial Tire Co. LLC, serves medium-truck fleets with commercial pricing, free delivery, and 24-hour emergency roadside service. The business is operated under a licensing agreement acquired by Hawaii Tire Company in 2003 to use the Lex Brodie's Tire brand originally founded in Honolulu in 1958 by Alexander "Lex" Brodie. The underlying technology stack is conventional — standard automotive service equipment, online appointment scheduling, location-specific SMS marketing via Kukui short codes, and an active blog/social-media presence — with no proprietary platforms or AI capabilities disclosed. Revenue mechanics are transaction-based across tire sales (one-time), labor and parts markup (one-time), Firestone Credit Card financing referral fees, and commercial fleet service contracts, with discounts layered for AAA members (up to $75) and military veterans (up to $50).

Name

Lex Brodie's Tire & Service Center

Legal name

Lex Brodie's Tire & Service Center

Website

https://lexbrodiestire.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Lex Brodie's Tire & Service Center is a privately held, locally owned automotive repair and tire retailer operating five retail locations plus commercial tire warehouses on the Big Island of Hawaii, serving individual vehicle owners and medium-truck fleets.

Ownership category

akta.pro rank

Product category

Automotive Tire and Repair Services

NAICS

Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413), Tire and Tube Merchant Wholesalers (42313), All Other Automotive Repair and Maintenance (811198)

SIC

Services-Automotive Repair, Services & Parking (7500), Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industries

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Wheel Services (Mount/Balance, Alignment, Rotation) (TLAKADAF), Mobile Tire Service & Emergency Roadside (On-Site) (TLAKADAC), Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH)

Keywords

• Automotive repair services
• Tire sales installation
• Wheel alignment service
• Brake repair service
• Commercial fleet tires

Headquarters

HQ city

Kailua Kona

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Tire Sales: Sale of new tires across multiple brands including Michelin, BFGoodrich, Uniroyal, Cooper Tires, Falken, Toyo, and custom wheels. Revenue generated per transaction with options for commercial fleet pricing.
2. Auto Repair Services: ASE-certified technicians perform auto repair and maintenance including brakes, alignments, air conditioning, suspension, exhaust, oil changes, shocks, batteries, transmission flush, cooling flush. Revenue generated through labor charges and parts markup.
3. Commercial/Fleet Accounts: Dedicated commercial tire division serving medium trucks with fleet pricing, free delivery, 24-hour emergency roadside delivery, and custom inventory programs.
4. Financing Revenue: Firestone Credit Card financing program provides payment plan options for customers, generating referral or processing revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Lex Brodie's Tire & Service Center operates a retail tire and automotive repair business on the Big Island of Hawaii with five physical store locations. The company sells new tires across multiple brands (Michelin, BFGoodrich, Uniroyal, Cooper, Falken, Toyo) and provides ASE-certified auto repair services including brakes, alignments, oil changes, A/C, suspension, batteries, transmission flushes, and engine diagnostics. Supporting offerings include custom wheels, lift kits, fleet/commercial tire services, and financing via Firestone Credit Card.

Product overview

Lex Brodie's Tire & Service Center is a locally owned and operated automotive repair and tire service business on the Big Island of Hawai'i. The company operates as a single-service brand offering a unified suite of automotive maintenance and repair services across 5 retail locations. The core offering centers on tire sales and installation (Michelin, BFGoodrich, Uniroyal, Cooper, Falken, Toyo) and comprehensive auto repair services performed by ASE Certified technicians. Supporting services include wheel alignment, tire rotation, brakes, heating/A/C, steering/suspension, oil changes, transmission services, engine diagnostics, and batteries. The company also offers custom wheels (with brands like KMC, Moto Metal, XD Series, Fuel, TIS, American Racing), a commercial tire division for medium trucks, fleet services, and branded accessories like lift kits and seat covers. Fast Lube (oil change specialty) and Big Island Express Car Wash operate as sub-brands. The company provides financing options through Firestone Credit Card and offers customer communications via SMS text messaging. All repair work is backed by a 12-month/12,000-mile warranty, with AAA members receiving extended 24-month/24,000-mile coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Tire Sales and Installation

Quantifiable outcome

• Warranty coverage: 12 months/12,000 miles standard; 24 months/24,000 miles for AAA customers using new parts
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Project Hawaii Inc.minorOthers · 1 January 2022Non-profit partnership supporting homeless keiki (children) in Kea'au on the Big Island. Lex Brodie's 5 stores serve as collection sites for gifts and supplies, with drivers delivering items to Hilo for distribution. During Christmas, drivers transported over 5 truck loads of gifts. Easter saw over 2 truck loads of Easter baskets donated.
• Reel Church MinistriesminorOthers · 1 January 2022Church partner for community giving programs. Co-sponsored free Thanksgiving meals for the community in 2023 (750 meals) and 2025 (1000+ meals) in Hilo.
• O'Reilly's Auto PartsminorGTM or Marketing Partner · 1 January 2022Teamed up with Lex Brodie's for the Brodie's Angels charity program to bless families with vehicle repairs and tires. In 2022, O'Reilly's helped double the program's impact to serve two families.
• Malia Puka O Kalani ChurchminorOthersChurch partner for community giving programs. Co-sponsored free Thanksgiving meals for the Hilo community.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Les Schwab Tire Centers: Regional multi-location tire and auto service chain operating primarily in the western U.S. Highly comparable to Lex Brodie's in offering tires, alignment, brakes, and suspension across many retail locations with strong local brand presence. Closest peer in business model and customer approach.
• Big O Tires: Franchise-based tire and auto service retailer with hundreds of locations across the western and midwestern U.S. Closely matches Lex Brodie's model of retail tire sales paired with undercar services, warranty-backed repair work, and community marketing.
• Monro Auto Service and Tire Centers: Multi-brand (Monro, Mr. Tire, Tire Choice) auto service and tire retailer with 1,300+ locations. Comparable in combining tire sales with full-service repair (brakes, alignment, exhaust, steering/suspension) and offering warranties on parts and labor — a scaled version of Lex Brodie's playbook.
• Discount Tire: Largest independent tire retailer in the U.S. with over 1,300 stores. Comparable in customer-centric tire sales model, large in-store inventory, and focus on tire-related services (mounting, balancing, rotation, repair). Operates with similar product range to Lex Brodie's tire division.
• Tire Kingdom: Regional full-service tire and automotive care chain (subsidiary of Mavis Tire Express Services) operating in the southeastern U.S. Directly comparable to Lex Brodie's in retail tire sales combined with mechanical repair services, warranty offerings, and store-level service execution.
• Christian Brothers Automotive: Franchise auto repair chain with 200+ U.S. locations emphasizing trust, ethics, and warranty-backed service. Highly comparable to Lex Brodie's in its 'trustworthy mechanic' value proposition, ASE-certified technician model, and 12/12,000-mile-style warranties, though slightly less tire-sales-centric.

Broad incumbents

• Firestone Complete Auto Care: National full-service auto care and tire chain owned by Bridgestone, with 2,000+ locations. Comparable offering (tires, alignment, brakes, oil, batteries, A/C) and warranty program; Lex Brodie's financing partnership with Firestone Credit Card further links the two businesses. Competes as a broader incumbent rather than local specialist.
• Goodyear Auto Service: National network of Goodyear-affiliated auto service centers offering tires and full mechanical repair. Comparable in full-service tire-and-repair positioning; Lex Brodie's draws management talent from Goodyear (per Daniel Perreira's background). Competes as a broad incumbent with national brand scale.
• Pep Boys: National full-service auto care chain offering tires, maintenance, parts, and repair. Comparable in bundled tire-and-repair model, warranty program, and multi-location retail operations; however, Pep Boys operates at significantly greater scale as a broad incumbent.

Emerging players

• Grease Monkey: Quick-lube franchise chain with ~500 U.S. locations focused on preventive maintenance (oil changes, fluid services). Comparable as a Lex Brodie's Fast Lube sub-brand peer; smaller service scope (no tires or major repair), but operates the same convenience-oriented model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCbeJ9SiKcL0zIho0a6G0haA
• Facebookfacebook.com/LexBigIsland
• Instagraminstagram.com/lex_brodies_tire
• Xx.com/lexbrodietire

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lex Brodie's Tire & Service Center