1950-1960s

In 1950, Reed Brothers Dodge celebrated their 35th Anniversary. Since October 1918, when Lewis Reed purchased the business from the Warfields, the business had steadily grown to support more than twenty employees. 

From the Montgomery County Sentinel, April 27, 1950:

Edgar and Lewis Reed are celebrating their 35th Anniversary as Dodge dealers in the State. Since 1915, when Lewis Reed purchased the business from his associates, the Warfield Brothers, and 1919 when Edgar joined him as partner, the brothers have been serving the automobile public in Montgomery County and vicinity.

From the original building, which contained about 1800 square feet of floor space, the establishment has grown until today there is approximately 2800 square feet in use. Even after this great expansion it is found that more space is needed, the brothers say.

In 1930 the Plymouth line was added and soon afterwards Dodge Job-rated trucks. With this line of vehicles, Reed Brothers have found that they have been able to meet the needs of thousands of people. Along with the sales of automobiles they have a modern service shop with factory-trained mechanics who have full knowledge of automobile needs and how to take care of them.

Edgar Reed has been associated with the management and sales end of the business, Lewis Reed has kept in close contact with the shop and service portion. Due to ill health, which has kept Edgar Reed from his desk, Arthur L. Watkins, Jr., has assumed the duties of sales manager. With a force of twenty-two men to handle the problems of the new car owners, Reed Brothers assure their patrons highest type of service.

The End of an Era…

The article above make reference to Edgar’s ill health, which unfortunately took his life within a year or so. Edgar Reed passed away in October 1951, only six months after he and his wife had moved into a new home on S. VanBuren Street. He had been in partnership with his brother Lewis for 35 years, and a deeply valued member of the Rockville community, serving for many years with the Volunteer Fire Department, the Rotary Club, the Chamber of Commerce, the Municipal League, and the Town Council.

As a result of Edgar’s death, the partnership known as Reed Brothers became “Reed Brothers, Inc.” in 1952. Lewis Reed became President of the new corporation; Arthur L. Watkins served as Vice President and Sales Manager; while Ernest Lee Gartner served as Secretary-Treasurer and General Manager. In addition to its officers, the dealership employed twenty-one people to assist in the operation of the business, including six factory-trained mechanics in their fully equipped shop. Three of their employees had been with Reed Brothers since 1917, and many others had a long record of employment with the company, such as Shop Foreman Lester Wilson, who had been with the business since 1918.

Introduction of School Buses in Montgomery County

The first school buses used in Montgomery County were furnished by Reed Brothers Dodge. By the time Reed Brothers began providing school buses in 1922, they were being manufactured on Dodge car chassis. Below, is an ad from the May 21, 1959 edition of The Montgomery County Sentinel displaying Dodge car chassis in front of the dealership.

The Montgomery County Sentinel, May 21, 1959

Before Demolition

1936 Reed Brothers Dodge canopied Gulf Gas Station prior to 1953 reconstruction of Gulf Gasoline Station. View Rockville Pike side

1936 Reed Brothers Dodge canopied Gulf Gas Station prior to 1953 reconstruction of Gulf Gasoline Station. View Veirs Mill Road side.

During Demolition (click on photos to scroll through gallery)

After Reconstruction of the Gulf Gas Station

The newly designed Gulf Gas Station was called an “icebox,” or “oblong box,” made iconic by Gulf, and dates back to the late 1930s. There were probably more of these built in the mid-century than any single one of the later Gulf designs. Reed Brothers’ 1950s icebox station represents the Modernist influence, featuring large display windows, glazed service bay doors, and porcelain enamel-paneled exterior.

The office/sales area occupied the right corner, facing the adjacent road Rockville Pike. Attached to the office were two quick service bays with roll-down doors. Each of the bays served a specific purpose. One bay contained a hydraulic lift to raise cars for the servicing of tires, lubrication, and underside parts. A central in-floor drain to catch water runoff during car washes was a feature in the second bay. The station also contained a men’s and women’s restroom. A concrete ramp on the left led up to the second floor Auto Glass and Body Repair Shop.

More views from the finished construction.  The famous Gulf “ice box” design (now featured at the front of Reed Brothers new station) dates back to the late 1930’s, and there were probably more of these built than any single one of the later Gulf designs.  

The new space opened in June of 1953

Montgomery County Sentinel. November 12, 1953

From the Sentinel, June 4, 1953:

Reed Brothers, second oldest Dodge dealer, which has been serving the county for 38 years, is moving from its present location at the point of the Veirs Mill Road, Route 240 triangle in Rockville to a modernized location nearby at 608 East Montgomery Avenue. Open House will be held June 13 from 6p.m. to enable residents to view the new structure.

The automobile firm will have greatly enlarged quarters in the new location, with increased floor space for the new car department and the repair department. A completely new parts department and a modern service department where the tradition of service that has been built up by this firm through the years will be carried on, and if possible, improved.

The service department will be completely equipped with parts for all Chrysler-made cars and will have facilities for repair of all makes of cars. The paint and body shop will be one of the best equipped in the area and the glass department will be prepared to install any or all automobile glass and also to prepare custom cut glass for any other use.

Reed Brothers 50th Anniversary, 1965

50 Years with Dodge – July 1965

50th Anniversary

HONORING FRIENDS AND COLLEAGUES – In addition to a formal ceremony held at the Washington Hilton Hotel in Washington DC, the Reeds celebrated the milestone at the Gartner home with family, close friends, and business associates.

…and the Beginning of a Legacy

Never one to spend any time in his office with the door closed, Lewis Reed was usually found out on the showroom floor or walking around visiting the various departments. He was always available to sit for hours with a customer and talk about local sports teams, the weather, or family– and maybe never mention an automobile. But the customer would come back, maybe talk a second day…and on the third day, they would get around to talking about a car. It was all cautious, deliberate, and very polite. Instead of working alone at a desk, Lewis was visible and accessible, constantly building a rapport and a foundation of trust with both his customers and his employees.

Lewis Reed had a simple business philosophy: “Treat your customer as your friend and always do what you promise.” He stood by that philosophy and exemplified it in every aspect of his life and career.

Lewis Reed in the new car showroom, 1965

Lewis Reed in the Parts Dept, ca. 1965

Lewis Reed in a conversation, c.1956

Lewis Reed, founder of Reed Brothers, passed away on January 28, 1967, at the age of 79. Only ten days later, the Senate of Maryland passed SENATE RESOLUTION NO. 10 honoring his life and achievements. The resolution was sponsored by Senator Thomas M. Anderson, Jr. and Senator Louise Gore.

Leadership of Reed’s business was passed to his son-in-law Lee Gartner, who continued as Dealer Principal/President. Reed Brothers Dodge was now a second-generation automobile dealer.