1990-2012

During this period, Reed Brothers sold many newly-introduced Dodge vehicles, including the Viper, an iconic sports car that solidified Dodge’s reputation as a purveyor of high-performance vehicles during the era. And oddly enough, the 90s seemed to be the decade of “red” cars.

75th Anniversary, 1990

The Gartner Family – 2nd and 3rd generation owners, taken at the 75th Anniversary Open House at the dealership. from left: Barry Gartner, Suzanne Gartner, Bonnie (Gartner) Adams, Mary Jane (Reed) Gartner, Jeanne Gartner, Lee Gartner, Sue Gartner, and Rick Gartner. Thomas Adams, front.

Mopar Muscle Club at Reed Brothers Dodge, 1990

As part of the dealership’s 75th Anniversary celebration, Reed Brothers Dodge and Mopar Muscle Club International hosted the “MOPARS PAST & PRESENT” car show at the dealership. 

Walking through the lot revealed the variety of muscle cars and engine combinations produced by Chrysler. The ultimate Mopar muscle cars are powered by the notorious Hemi engine, and at this event there were many fine examples on display. Cars were parked hoods up, with their engines showcased for all to explore and enjoy.

From the ’60s into the early 70s, Chrysler built their performance image by offering some of the hottest muscle cars ever produced. And today, many of those legendary cars are still around—thanks to the many dedicated Mopar enthusiasts. Explore the cars by clicking on an image.

1964 Plymouth Sport Fu

1966 Dodge D100 Sweptline Pickup

1967 Plymouth GTX

1969 Dodge Charger

1969 Dodge Dart GTS Convertible

1969 Plymouth Road Runner

1970 Chrysler 300H

1970 Dodge Challenger

1970 Plymouth Road Runner

1978 Lil’ Red Express Truck

In 1993, when Lee Gartner retired and became Chairman of the Board, Richard was designated as President/Dealer Principal and Barry served as Vice President/General Manager, making Reed Brothers Dodge a third-generation dealer.

Friday Auto Report: The Journal, April 22, 1994

Chrysler “Five Star” Dealership Award (1997)

Sale of Chrysler to Daimler, 1998

In 1998, Daimler acquired Chrysler in a stock swap for $26 billion. Under DaimlerChrysler, the company was named “DaimlerChrysler Motors Company LLC,” with its U.S. operations generally called the “Chrysler Group”. Plagued with slumping sales and quality issues, Chrysler tried to restructure its way to profitability after a $680 million loss. Reed Brothers survived this setback as well.

Below: the continued popularity of the Dodge Caravan kept sales strong for Reed Brothers during the 90s.

In 2000, Reed Brothers Dodge Celebrated its 85th Anniversary

In 2005, Reed Brothers Celebrated their 90th Anniversary

Five years later, Reed Brothers Dodge celebrated their 90th Anniversary with Chrysler, and received a commemorative plaque from DaimlerChrysler  in recognition of the milestone. For any family business to make it 90 years and three generations is akin to Olympic Gold. They also produced a commemorative brochure to celebrate their history and numerous accomplishments.

Reed Brothers Dodge produced a commemorative brochure to celebrate their 90th Anniversary with Chrysler. For any family business to make it 90 years and three generations is akin to Olympic Gold. How did they do it? Lewis and Edgar Reed had a motto: “Treat your customer as your friend and always do what you promise.”

Sale of Chrysler to Cerberus & Chrysler Bankruptcy

In 2007, Cerberus Capital Management buys Chrysler for $5 billion. Soon after, America’s economy slid into recession. Due to poor sales and debt, Chrysler had to declare bankruptcy. The federal government intervened and eventually Dodge came under control of Fiat, a European automaker known for its small cars, an area where Dodge’s entries had been roundly criticized for mediocre build quality and unrefined performance.

In 2008, sales tanked 30%. With gasoline at $4 a gallon, big cars and trucks – Chrysler mainstays – were barely selling. Chrysler and General Motors Corp., once the world’s largest automaker, were running out of cash. They begged the government for help. With the company nearing financial collapse, President Bush agrees to lend Chrysler $4 billion.

2009 Dodge Challenger on showroom floor

In 2009, Chrysler files for Chapter 11 bankruptcy protection.  On May 14, 2009, Chrysler left 789 dealerships, about a quarter of its dealer base, out in the cold by rejecting their franchise agreements and giving them about a month to sell all their remaining new cars, factory parts and service equipment.

Whether a franchise is run by a second- or third-generation dealer, or is older than even Chrysler itself, didn’t seem to matter when Chrysler decided to cut dealerships ranks during their 2009 bankruptcy process. After almost 95 years selling Dodges, Reed Brothers was one of the 15 dealerships in Maryland and 789 dealerships nationwide notified by Chrysler that their franchise agreement would not be renewed.

Lee Gartner passed away June 13th 2009.  Though Lee Gartner later ceded control to his sons, he rarely missed a day of work in almost 60 years. Until his untimely death in June 2009, he was a fixture at the dealership and could be seen around just about every day. He greeted friends and customers in the showroom as he did for almost half a century.

A Devastating Letter

The unraveling of the family business began on May 14, 2009: 26 days until court-ordered closure for the tattered but stubborn local landmark. A UPS envelope arrived at the dealership around 9:30 am. Five paragraphs on a form letter sent by Chrysler ordered Reed Brothers Dodge out of business by June 9, 2009.

These are extraordinary times, the letter said, “and they call for extraordinary efforts.

We wish there was a better way, the letter from Chrysler said, “but there isn’t. We are grateful for the support you and your company have provided Chrysler over the years and we wish you the best under these circumstances.

The letter went on to say, “After rejection, we want to work with you to assist in the redistribution of new vehicles and parts to ease the burden on you.

Last of 2 unsold cars roll off the lot

Chrysler would not buy back any of the new cars and trucks that Reed Brothers had bought from its factory and put on their lot. During the worst economic downturn in almost 80 years, Reed Brothers Dodge had to sell, in 26 days, every new vehicle on its property. At the same time, the owners of Reed Brothers also had to map out a new game plan. Would they be able to retain their employees? The recession was purging hundreds of thousands of people a month from payrolls. Nothing was certain.

Adapting to Change

Dodge signs come down

ROCKVILLE, MD, June 21, 2009 /24-7PressRelease/ –“Rockville, Maryland (MD) dealer is standing strong despite having received their Dodge franchise termination letter from Chrysler. Reed Brothers Automotive (formerly Reed Brothers Dodge) is standing firm and will remain in business.”

During this time when many car dealers had to close their doors, Reed Brothers drew on its traditions, got creative, and managed to come up with the right stuff to survive. The signs standing outside on Rockville Pike still said Reed Brothers Dodge, but inside, a new business was forming: Reed Brothers Automotive.

New Reed Brothers Automotive signs go up

A business landmark in the Rockville area since 1915, Reed Brothers underwent a change in its structure – and its name – but still catered to the local community as it had for decades. Reed Brothers changed its name from Reed Brothers Dodge to Reed Brothers Automotive, and continued on as a used car dealer and repair shop until 2012.

After three generations and over nine decades of serving Rockville and the Montgomery County area, the owners of Reed Brothers would like to thank the support provided by many generations of loyal customers, their dedicated employees and their families, the surrounding community, schools, organizations and churches they have had the privilege to serve over the last 97 years.