Battered by recession, the third-generation family business reinvents itself. As the world seemed to be collapsing around it in 2009, Reed Brothers Dodge drew on its traditions, got creative, and managed to come up with the right stuff to survive. In the spring of 2009, Chrysler filed for bankruptcy and within weeks delivered the ultimate indignity: the cancellation of the Reed Brothers Dodge franchise, robbing them of its sole new car brand.
The day the fateful letter from Chrysler arrived, the two brothers Richard and Barry Gartner gathered the staff together and vowed the dealership would press ahead, franchise or no franchise. To say that Reed Brothers had so much to do in so little time would be an understatement. Phasing out a new car franchise is an involved process, and a month is hardly ample time. Building an independent operation is equally time-consuming. During the months when many car dealers had to close their doors, Reed Brothers made behind-the-scenes tweaks to withstand the economic downturn and the loss of their franchise. The signs standing outside on Rockville Pike still said Reed Brothers Dodge, but inside, a new business was forming: Reed Brothers Automotive.
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.
Last Unsold Dodge’s Roll Off the Lot
Dodge Brand Signs Come Down
New Reed Brothers Automotive Signs Go Up
Reed Brothers Dodge History 1915 – 2012 
My name is Eva Iglesias Reynolds (Vollera) prior to 9/11 there was a Slogan competition I entered with ” Grab Life By Its Horns”, the winner was to be announced at Super Bowl.
I wrote the sentence in a poem to my little sister and she still has it. Once I called I was unaware of the change of ownership but he told me “Oh we came up with that” . First of all they don’t know how they came upon with I do since I came up with it. I also noticed instead of a Slogan competition it was now changed to an Advertising campaign.
It was a drastic change from their original key terms because they where more about the car and the technical terms. I was in my 20’s and I knew if I studied them a bit I could win.
They should have contacted me the slogan served them well over the years and brought them into lets say the cooler brand.
Eva Iglesias Reynolds
3109027709
Hi Eva,
My apologies for the delayed response!
Thank you for sharing your story, Eva. That’s really interesting–and I can imagine how frustrating it must have felt to see a phrase you created gain so much attention without recognition. “Grab Life by the Horns” definitely became a powerful slogan that helped reshape Dodge’s image. It’s clear you put a lot of thought into your entry, and it sounds like your creativity and insight were well ahead of the curve. I appreciate you taking the time to share your experience here.
My Best Regards,
Jeanne