October 1915: The Beginning of a Legacy
Woodrow Wilson was President of the United States; the Green Bay Packers did not yet exist; the United States was two years away from joining World War I; the cost of a stamp was two cents, and Reed Brothers Dodge in Rockville, Maryland was founded.
This is when it all began. It was 101 years ago in October 1915 that Rockville automobile pioneer Lewis Reed, founder of Reed Brothers Dodge, signed a franchise agreement with Horace and John Dodge in Detroit; less than one year after the first Dodge automobile rolled off the assembly line. Since then, the business grew and transformed from a small-scale garage and dealership into one of the largest and most recognized commercial enterprises on Rockville Pike.
In 1914, Lewis Reed became a partner in Rockville Garage, a business he purchased in 1918. His brother Edgar joined the business in 1919 upon his return from World War I, and the name became Reed Brothers Dodge. Initially, Reed Brothers sold Oldsmobile and Hudson along with Dodge. The first Plymouth was built in 1928 and Plymouths were sold at Reed Brothers from 1930 until 1969, when the Plymouth car was given to the Chrysler dealers. In 1928, when Walter P. Chrysler took over after Horace and John Dodge died, Lewis Reed became an original member of the Chrysler family. By 1929, when the stock market crashed and Great Depression began, nobody could afford to buy cars. Like most other businesses, the Great Depression hit hard and Reed Brothers had to rely on its Service Department to make ends meet.
Reed Brothers faced another setback during World War II. All U.S. car manufacturers stopped production in order to concentrate on military equipment. Reed Brothers had no new cars to sell for three plus years. Many car dealers went bankrupt at this time. Lewis Reed converted his car showroom into a display room and sold GE washing machines and other large appliances. The brothers operated their own full service Gulf gasoline and service station. In fact, the company was the first Gulf gas dealer in the Washington, D.C. area, selling gas at its original location in Old Rockville at the triangle at Veirs Mill Road and Rockville Pike.
The dealership survived two World Wars, the Great Depression, the first Chrysler Bailout, the sale of Chrysler to Daimler and the later sale to the private equity firm Cerberus. Reed Brothers has, in fact, survived everything but Chrysler itself. Regrettably, loyalty was not enough to keep the dealership open when Chrysler cut dealership ranks during their 2009 bankruptcy process. After almost 95 years selling Dodges, Reed Brothers was notified by Chrysler that their franchise agreement would not be renewed. Reed Brothers Dodge occupied two locations, the original at the Veirs Mill Road and Rockville Pike intersection and the second on 355 near Shady Grove Metro.
Today, Bainbridge Shady Grove Metro Apartments pays homage to this history by celebrating the golden era of the automobile with commemorative art on the former site of the iconic Reed Brothers dealership.
Light Dodger: More Photos
Light Dodger – more photographs of a remarkable, newly installed outdoor sculpture created by artist, Tj Aitken.
The new Bainbridge Shady Grove Metro development blends elements of history into both the interior and exterior. Titled “Light Dodger,” the monumental sculpture stands 20+ feet high and has stained glass lens components over 6 feet in diameter. The sculpture melds the design of two classic Dodge lamp and fender designs (1939 Dodge Car and 1957 Dodge Pickup) into one three dimensional work of art. Along with the sculpture, a set of Hemi Piston street lamps grace the curving walkway. These functional lamps are based on the famous Dodge Hemi piston engines. They are flanked by Dodge head gasket graphics along the walkway that winds along the building promenade towards the metro station. It will be seen by thousands of commuters taking the Red Line from the Shady Grove Metro Station to Bethesda, Maryland and Washington, DC. Light Dodger is part of a project that will commemorate the dealership’s history to turn the brunt of the complex into a prominent residential landmark in Rockville.
Light Dodger First Lighting
Day 3 – Light Dodger Installation
This gallery contains 16 photos.
Artist Tj Aitken and Joe are putting the finishing touches on the Light Dodger sculpture. They are also readying the Hemi Piston Street Lamps for installation on the walkway. From concept to finish, the sculpture has taken one-and-a-half years to complete. Absolutely amazing!
Day 2 – Light Dodger Installation
This gallery contains 26 photos.
Artist Tj Aitken and Joe install the 6-foot diameter IGU glass pieces today. The circle is lead glass sandwiched in hurricane glass and louvered to spill wind. Steel and architectural concrete with auto glass 20×10.3×4.7 feet, Light Dodger is a lighted abstraction of two Dodge fenders with large lens like forms of stained glass illuminated […]