That Good Gulf Gasoline
In 1918, the Gulf Refining Co. adopted a brick and tile roof station with canopy supported by four brick columns covering two front driveways. “That Good Gulf” was one of the Company’s marketing slogans for a number of years during the twenties and thirties.
Below are architectural changes in the Reed Brothers Dodge front that can be seen in the photos below taken in the late 1920s. A second story was added to the showroom with a glazed front looking out onto Rockville Pike on the right. A modern drive-through canopy was also added along with new gasoline pumps and Dodge Car and Truck signage. (click on images to enlarge)
New showroom, canopy and gasoline pumps added in the late 1920s. The Alemite sign in front indicates that Reed Brothers also sold and used the Alemite lubricating system.
A close-up view can be seen of the new gasoline pump-island with four pumping units along with the motor oil dispensers used at that time. The old pump island can be seen to the left along with a new “That Good Gulf Gasoline” sign. In the background is the old St Mary’s Church and Cemetery in Rockville.
That Good Gulf Gasoline drive-through filling station. Note the unpaved dirt road on Rockville Pike and trolley tracks.
Dodge Brothers Motor Car and Graham Brothers Truck signage. Note the onlookers and firetruck on the right by the trolley track.
According to the Gulf Oil Company, the early history of the company from 1909-19 is as follows. “When Gulf was born in 1901 with an oil discovery in Spindletop, Texas, the primary commercial fuel was coal. By 1903, the age of mechanization had arrived and it was now up to the petroleum industry to keep pace, for the age could not proceed without it. Gasoline development, into which Gulf invested millions of dollars, responded to advances in automotive technology. Within a dozen years of Spindletop, Gulf scored notable firsts with the world’s first service station, complimentary Gulf road maps and over water drilling at Ferry Lake. In 1917, the Gulfstream went into World War I service, along with the rest of Gulf’s tanker fleet.”
Feb 8, 1967: Senate Resolution No. 10
On February 8, 1967, the Senate of Maryland passed SENATE RESOLUTION NO. 10 to honor the memory of Lewis Reed shortly after his death on January 28,1967 at the age of 79. The resolution was sponsored by Senator Thomas M. Anderson, Jr and Senator Louise Gore.
Lewis Reed Photo: Old Car Wreck
Photo by Lewis Reed
This photo taken by Lewis Reed in the early 1920s was not picked for its shock value, but for the history it contains of an era long since gone. During the 1920s a drivers license wasn’t needed in most states. It was the wild west when it came to driving. Poorly maintained roads, uneducated drivers, and speeds approaching 40 mph was the perfect combination for some really bad accidents. The photograph sure hits home with just how fragile those early cars were.
1920s: Dodge Dealers Tackle Snowy Goshen Road in Gaithersburg
Circa 1920 Hudson Six with Maryland Dealer License Plate on front. There weren’t heaters in these old cars, so motorists had to really bundle up. Photo by Lewis Reed
These previously unpublished photos from Lewis Reed’s album are what appears to be a caravan of circa 1920s cars all with Dealer license plates slowly making their way along a snowbound Goshen Road in rural Gaithersburg. The radiator badge on the front of the car in the above image identifies it as a Hudson. The only indication of where these photos were taken was a small piece of paper tucked behind one of the photos that was labeled “Goshen Road – outside Gaithersburg”.
Early motorists weren’t afraid to drive in the snow simply because they didn’t have 4-wheel drive and electronic assistance; they just got out and did it. In the spirit of the upcoming weekend snow storm, here are a few photos that recall the beauties and trials of winters past, from Lewis Reed’s collection.
Dealer car stopped (stuck?) on snowbound Goshen Road. Note the trailing cars slowly making their way up the hill. Although no tire chains are in evidence, they might have been useful coming up that hill. Photo by Lewis Reed
Line of Dealer cars stopped on Goshen Road. The car at the rear appears to be getting a helping hand to change a flat tire. Photo by Lewis Reed
Dealer in a circa 1920 Oldsmobile stopped along Goshen Road outside Gaithersburg. Photo by Lewis Reed
Lewis Reed’s Rockville Garage sold more than just Dodges. 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 1921.
Who would dare go out in these conditions today without an AWD SUV and heated seats?
Peerless Rockville Newsletter Feature
It was 100 years ago in October 1915, that Lewis Reed signed a franchise agreement with brothers Horace and John Dodge in Detroit. Since then, the business that Lewis Reed founded grew and transformed into Rockville’s oldest family-owned and operated Dodge dealership.
Last October, I was invited to write a feature article for the Winter issue of Peerless Rockville’s Newsletter highlighting the 100th anniversary of Reed Brothers Dodge. Peerless Rockville Historic Preservation, Ltd. is an award-winning nonprofit, community-based organization founded in 1974 to preserve buildings, objects, and information important to Rockville’s heritage. Their official website can be found here.
Pictured below is page 3 of the newsletter of the Peerless Places series highlighting Reed Brothers Dodge. (click image to enlarge)
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Copyright Notice
Reed Brothers Dodge History (1915-2012) by Jeanne Gartner is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License.
Reed Brothers Dodge History 1915 – 2012 
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