Montgomery History Online Exhibit: Reed Brothers Dodge

Opened September 24, 2024
Curated by Jeanne Gartner and Sarah Hedlund
Montgomery History has unveiled a new online exhibition titled “Reed Brothers Dodge – Montgomery County’s Oldest Dodge Dealership.” Officially launched on September 24, 2024, the exhibition was co-curated by Jeanne Gartner, author of the Reed Brothers Dodge History blog and co-owner of the former dealership, in collaboration with Sarah Hedlund, Montgomery History’s Librarian and Archivist.
This digital exhibition presents a comprehensive narrative of Reed Brothers Dodge, tracing its evolution from its founding in the early twentieth century through its decades of service to the Montgomery County community. Organized into distinct historical periods, the exhibition highlights rare artifacts, photographs, and memorabilia; offering insights into not only the dealership’s operations but also broader cultural contexts such as automotive service, local sports, and mid-century fashion. The full exhibition is available online at https://sites.google.com/view/reedbrothersdodge/home
Jeanne Gartner, granddaughter of Lewis Reed, founder of Reed Brothers Dodge, serves as the curator and historian behind the Reed Brothers Dodge History blog. Honored with the 2016 Arthur M. Wagman Award for Historic Preservation Communication from Peerless Rockville, the blog functions as a living digital archive that preserves the dealership’s enduring legacy and its integral role in Montgomery County’s development. Since its debut in April 2012, the site has garnered more than half a million views, documenting over a century of the family business’s history, community engagement, and contributions to the American automobile industry. Drawing from Lewis Reed’s extensive photographic collection and business records, Gartner’s work offers a richly detailed portrait of local enterprise, early transportation, and the entrepreneurial spirit that helped shape both the region and the broader American story.
Montgomery History Online Exhibit: Montgomery County 1900-1930: Through the Lens of Lewis Reed
Opened January 7, 2020
Curated by Jeanne Gartner and Sarah Hedlund
Discover Montgomery County in the early 20th century through the remarkable photography of Lewis Reed, founder of Reed Brothers Dodge. An avid photographer and pioneering automobile dealer, Reed documented the region during his motorcycle journeys across Maryland, capturing the transformation of transportation, daily life, recreation, and community scenes from 1900 to 1930. His photographs offer an intimate window into the people, places, and moments that defined the county and shaped broader American history.
This online exhibition was carefully curated by Jeanne Gartner, granddaughter of Lewis Reed and co-owner of Reed Brothers Dodge, in collaboration with Sarah Hedlund, Archivist and Librarian at Montgomery History. Jeanne’s curatorial vision was instrumental in organizing these photographs into thematic galleries that illuminate Reed’s artistic legacy and documentary purpose, from the evolution of transportation and leisure pursuits to innovative photographic techniques and local economic growth.
Together, these images form a vital portrait of Montgomery County over a century ago, revealing Lewis Reed’s deep appreciation for his community and his enduring commitment to preserving its history for future generations.
View the full exhibition online: https://sites.google.com/view/lewis-reed-photography/home
Reed Photo Collection (1898-1960)

Lewis Reed, founder of Reed Brothers Dodge, was one of the most prolific photographers in Montgomery County at the turn of the 20th century. A self-taught photographer, he used a darkroom set up in his kitchen, sometimes working late at night to develop the negatives.
About This Collection:
Since launching this blog, it has been possible to explore an extraordinary archive: Lewis Reed’s photographs, taken across Maryland, Washington, DC, Virginia, and well beyond. The Reed Photo Collection (1898-1960) highlights the images that have been researched and identified, gathered into 200+ blog posts that offer vivid glimpses of everyday life more than a century ago.
Featured subjects range from the Black Rock Grist Mill, Rockville Water Tower, and C&O Canal to the 1939-1940 New York World’s Fair, Rockville Fair dirt track races, trolley cars, the Wright Brothers’ airplane, and the Quebec Bridge, once called the “Eighth Wonder of the World.” Particularly striking are the images documenting the devastation of the 1936 Gainesville, Georgia tornado, one of the deadliest in U.S. history; many photographs in this collection have never before appeared in print.
Lewis Reed’s legacy
Lewis Reed’s photographs have become an essential visual resource for local historians and have appeared in respected publications as well as historical television programs, including American Pickers, Science Channel’s Impossible Engineering, Maryland Public Television, and the PBS American Experience series.
In Montgomery County, his work is woven into the landscape: if you see a historical marker by the roadside, there is a good chance it features one of his images. His photographs appear on markers such as the Andrew Small Academy and Origins of Darnestown markers, the Baltimore & Ohio Railroad Station marker in Gaithersburg, From Trolley to Trail in Bethesda, the African American Heritage Walking Tour in Rockville, and the 19th Century Crossroads marker in Darnestown, as well as on an interpretive sign along the trail at Watters Smith Memorial State Park in West Virginia.
Early photographic “special effects”
One especially intriguing part of the collection is Lewis Reed’s experimentation with manipulated images. Long before digital cameras and Photoshop, he was creating imaginative “special effects,” a full century ahead of his time. His techniques included hand-tinting, double exposures, applied handwork, and playful compositions that introduce ghostly figures into the frame, all achieved with the limited tools of the early twentieth century. These experiments reveal not only technical skill but also a remarkable sense of creativity and humor.
Preserving historical authenticity
All images presented here are scanned from prints made from Lewis Reed’s original glass plate negatives, which were commonly used from the 1880s through the late 1920s. No digital retouching or alteration has been applied, preserving the photographs as faithfully as possible and maintaining their historical character.
Click here to step back in time and explore the lives, places, and stories captured through Lewis Reed’s camera.
Then & Now: Reed Brothers Dodge and the Changing Face of Rockville
The story of Reed Brothers Dodge is also the story of how Rockville and Montgomery County grew up around the automobile. Through the lens of founder Lewis Reed, we can watch that transformation unfold one frame at a time.
THEN: A Corner Garage on a Dirt Road
In the early 1900s, Rockville was still very much a rural crossroads. When Lewis Reed opened his original Rockville Garage in 1915 at the intersection of Veirs Mill Road and Rockville Pike, the scene looked nothing like the busy corridor we know today.

THEN: 1917 Rockville Garage, later expanded with a two-story addition. A Texaco Filling Station sign is visible alongside a Texaco petroleum fuel truck servicing the single pump out front.
In the historic photograph, you can see:
- An unpaved Rockville Pike, more dirt than road, stretching into the distance.
- Trolley tracks running past the garage, part of the transit line that connected Rockville to Washington, D.C. from 1900 to 1935.
- A simple building front with “Dodge Brothers Motor Vehicles” signage, more workshop than showroom.
It was a modest operation by modern standards, but it represented something new: a dedicated place in town for motorists to buy, fuel, and service their automobiles. At a time when horse‑drawn wagons still shared the road, Reed Brothers Dodge stood at the frontier of a new way of moving through the world.
NOW: From Quiet Crossroads to “Mixing Bowl”
Stand in the same spot today and it is almost hard to believe it is the same place. The once‑quiet junction has evolved into what locals now refer to as “the mixing bowl,” a complex web of roads, traffic signals, and near‑constant traffic.

NOW: Veterans Park occupies the former Reed Brothers Dodge corner at Rockville’s “mixing bowl,” a small green refuge with flags and pathways set against the backdrop of constant traffic and busy highways.
Where the original Reed Brothers building once stood, the landscape has cycled through multiple lives:
- In the decades that followed, the busy crossroads gave way to highway progress, as road‑widening projects in the 1960s and 1970s carved away much of the original Reed Brothers property.
- The once‑bustling dealership site was gradually transformed into what is now Veterans Park.
- With the demolition of the dealership building in 1970, nearly half a century of automotive history at that corner came to a close, leaving only photographs and memories to mark its presence.
Today, the same view is dominated by multi‑lane roads, turning lanes, and signage, where there were once dirt streets, trolleys, and the old Rockville Fairgrounds just across the Pike.
A Dealership That Grew with Its Community
Reed Brothers Dodge did not stand still while the roads changed. Founded in 1915, the family business survived World War I, the Great Depression, World War II, recessions, and Chrysler’s financial crises of the 1970s and 1980s.
Key milestones include:
- Expansion from a small corner garage into a full Dodge dealership as automobile ownership grew.
- Construction of a new showroom and service building at East Montgomery Avenue and what would later be named Dodge Street in the 1940s.
- A major relocation in 1970 to a modern facility at 15955 Frederick Road in front of the Shady Grove Metro, complete with contemporary showroom and full service complex.
By the time the dealership closed in 2012, Reed Brothers Dodge had operated in Rockville for more than 97 years, making it the longest‑running automobile dealership in Montgomery County history.
This single pair of images is just one chapter in a much larger visual record. Lewis Reed’s photographs capture everyday life across Maryland and beyond from 1898 through 1960. Many of these scenes can still be recognized today if you know where to look, even as roads have widened, buildings have vanished, and new neighborhoods have emerged. You can explore the entire “Then & Now” series with Lewis Reed’s photographs here: https://reedbrothersdodgehistory.com/category/then-now/.
Ethelene Rachel Thomas Reed: The Woman Behind the Reed Legacy
Before the name Reed became associated with automobiles, innovation, and customer service in Rockville, Maryland, there was a young farm girl growing up in rural Frederick County. Ethelene Rachel Thomas, born September 16, 1894, spent her childhood on her family’s farm on Butterfly Lane in Buckeystown, Maryland; a quiet countryside that helped shape the woman who would later stand beside Lewis Reed, founder of Reed Brothers Dodge.
Ethelene was the daughter of Clinton Clay Thomas (1856–1940) and Mary Elizabeth Thomas, lifelong farmers whose roots ran deep in Frederick County soil. Their farm, located along Butterfly Lane, was part of a long-established agricultural corridor of small family homesteads, fields, and barns that fed nearby towns for generations.
Growing Up on the Thomas Family Farm
Life on the Thomas farm followed the steady rhythms of the seasons. Long days were filled with planting, harvesting, tending animals, and preserving food for winter. Like many rural children at the turn of the 20th century, Ethelene learned responsibility early, helping with household work and farm chores while growing up in a close-knit, hardworking family.
Butterfly Lane, once little more than a farm road, connected families like the Thomases to Buckeystown and the larger Frederick County community. Though modest, the farm represented stability, perseverance, and a deep connection to the land; values that Ethelene carried with her throughout her life.

Ethelene Reed was the matriarch of a family that became synonymous with the automotive industry in Maryland. In this photo, her poise and fashionable attire reflect the burgeoning middle-class elegance of the early 1920s.
From Farm to Classroom
Before her marriage to Lewis Reed, Ethelene was a teacher in the Maryland public school system; a role that reflected her commitment to service, learning, and community. Teaching offered young women of her generation one of the few professional paths available, and Ethelene embraced it with the same dedication she had learned on the family farm.
A New Chapter in Rockville

Ethelene Rachel Thomas seen in the passenger seat, joined by her sister, Celeste Thomas, with their father, Clinton Clay Thomas, in the back. Photographed by Lewis Reed, circa 1918.
As the country changed, so did Ethelene’s life. She eventually left the farmland of Frederick County and married Lewis Reed, a gifted photographer and entrepreneur who would go on to found Reed Brothers Dodge in Rockville. While Lewis built a business that helped introduce the automobile age to Montgomery County, Ethelene became an essential partner in that journey.

Ethelene Rachel Thomas and her sister, Celeste Thomas Brown, in a 1918 Oldsmobile Club Roadster. Photo taken by Lewis Reed at the Clinton Clay Thomas family farm, located on Butterfly Lane in Buckeystown, Maryland, circa 1918.
Not a great deal has been published about Lewis Reed’s wife, Ethelene Rachel Thomas, despite her central role in the family and in this story. This post is offered as a tribute to her life, her quiet strength, and the rural values she carried from Butterfly Lane into the heart of the Reed legacy.
Ethelene Rachel Thomas Reed was also my maternal grandmother, making this story deeply personal. Preserving and sharing her history is part of honoring not only her life, but the generations that followed and the legacy she helped create.
Ethelene Rachel Thomas Reed passed away on March 15, 1977, but her life remains an important link between the rural roots of Maryland and the modern legacy of Reed Brothers Dodge. From the fields of Butterfly Lane to the streets of Rockville, her story reminds us that our dealership’s history is not only about cars; it’s about people, family, and the values passed from one generation to the next.
“The Boardwalk” Along the Waterfront at Chesapeake Beach, Maryland, Early 1900s
In the early 1900s, the Chesapeake Beach Railway Company offered Washingtonians more than transportation, it promised escape. At the rail line’s eastern terminus, a bustling boardwalk emerged along the Chesapeake Bay, carefully designed to attract crowds with hotels, amusements, and sweeping waterfront views. This was a new kind of destination, where leisure was planned, marketed, and delivered by rail.
Lewis Reed recognized the historical significance of this scene and turned his camera toward it. His photographs of the Chesapeake Beach boardwalk capture the rhythms of a day spent seaside: visitors strolling between attractions, pausing to take in the view, or gathering near the latest amusements. Among the highlights of his images is the Griffith Patent Scenic Railway, an early roller coaster whose curves and speed symbolized the era’s fascination with innovation and thrill. (click on thumbnails to view gallery)
Reed’s photographs preserve more than a popular resort, they document a moment when railroads shaped recreation and when leisure itself became part of the modern experience. Through his lens, the Chesapeake Beach boardwalk is frozen in time, offering a vivid glimpse into how Americans relaxed, traveled, and found excitement at the dawn of the 20th century.
From Horsepower to Headlines: Reed Brothers’ Early Auto Ads
Advertisements do more than just simply pitch a product, they capture a moment in history. The following early auto ads placed in local newspapers by Rockville Garage/Reed Brothers Dodge do more than mirror the evolution of automotive technology and related advertisement, they present a snapshot of the motoring experience.
Auto ads at the end of the 19th century were similar to the printing technology at that time. Especially at the start of the century, the vintage car prints didn’t have any vehicle image on them and most used black and white paper. But as soon as the 20th century started, vehicles started to appear on the ads with a lot of font style variation. The history of branding begun at the start of the century. However, they used a uniform approach of black and white images, and more focus was on the safety and speed of the car.
The first ever car advertisement in 1898 featured the headline “Dispense With a Horse” and simply sold the benefits of the Winton Motor Carriage. The ad showed that it’s not costly to maintain, its speed is 20 mph, and it had no odor. In the end, the ad compared it with the horse saying that a horse would never be able to do these tasks.
The first ever car advertisement by the Rockville Garage was placed in The Washington Herald less than 20 years later. During the early years, Reed Brothers represented several franchise nameplates along with Dodge, including Oldsmobile, Hudson, and Essex. The Hudson and Oldsmobile were sold at Reed Brothers from roughly 1917 through 1923. Through the years the ads have definitely improved from a timeless, artistic aspect; however the older ads definitely transport you back to a simpler time, both in the car world and in American history.
World War I, and the food shortage that came along with it, was a defining moment in history and a direct cause of the rise of the lightweight tractor. — Rick Mannen, editor, Antique Power.
A demonstration of The Bates Steel Mule Tractor will be given on the farm of J.B. Diamond, Jr., near Gaithersburg, on December 3rd and 4th by the Rockville Garage.
Upside Down to Prove Its Strength
We make this test at our store to show the strong, rigid body construction of the Hudson and Essex Coaches. In this position it is supporting a crushing load of 2700 pounds. Come see it. Test the doors and windows, which operate with ease, showing a total absence of body strain.
Dependability, The Dependables (1920s-1967)
Capitalizing on their reputation, the Dodge Brothers used their name, “Dodge Brothers” followed by “Reliable, Dependable, Sound” to market their products. Devoted Dodge customers raved about the rugged construction, quality, and power of their vehicles. Buyers consistently commented that this was a car that could be depended upon. In a Dodge marketing stroke of genius, Theodore MacManus coined the word “dependability.” Dodge was using the term in advertising from around 1914, and by the 1930’s, the word was appearing in dictionaries, and soon found its way into common, everyday usage.
Dodge “Punishment Pit” – Torture Makes Them SAFER!
Rather than trying to compete with other manufactures with claims of mechanical prowess, Dodge tried a different approach in 1933 with their “Show Down” Plan.
Did you know that Dodge Brothers corporation had a “punishment pit”? This pit was a new type of automobile proving ground that was regarded as the quickest and most satisfactory way of finding out how an automobile can stand up under treatment of the most severely abnormal sort. Before Dodge introduced its latest models, some of the test cars were tortured in the punishment pit for as long as 600 hours.
The 1930s seemed to be the last great age of the publicity stunt for automobiles. Radio had already made inroads, and within a decade or two television would become the next great medium to reach the masses, but in the 1930s promoting new cars to a nationwide audience still took some creativity, something that Dodge had plenty of.
The Dodge Boys White Hat Specials (late 1960s)
In the late ’60’s, The Dodge Boys “White Hat Specials” were part of Dodge’s marketing and advertising campaigns. In these ads, the Dodge sales people, “the Dodge Boys,” were referred to as “good guys in white hats” and portrayed as friendly, helpful, and customer-oriented, as well as able to “beat the competition to the draw.”
Here are clips from a two-page ad that Reed Brothers ran in The Gaithersburg Gazette on Thursday, August 26, 1965 to promote their 50th anniversary. The title of the ad reads: “The Dodge Boys and Reed Brothers celebrate a 50 Year Success, 1915 to 1965! If you need a New or Used Car, come in today and cut yourself a “Slice of Savings…”
























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