Third Annual Goodyear Dealers Zeppelin Race July-August 1931
MARGARET BOURKE-WHITE, 1931 REED BROTHERS THIRD ANNUAL GOODYEAR DEALERS ZEPPELIN RACE WINNER
In 1931, the Goodyear Zeppelin Company produced a series of framed prints as rewards for Goodyear dealers as prizes for high sales. Sales was based on a two months quota, and participated in by thousands of dealers all over the country. The print shows the maiden launch of the USS Akron leaving the Goodyear Zeppelin air dock at Akron, Ohio. The engraved plaque at the bottom center of the frame reads, “Winner – Reed Brothers, Third Annual Goodyear Dealers Zeppelin Race. July – August 1931.” This frame is made of duralumin used in the girder construction of the United States Airship “AKRON” built by the Goodyear Zeppelin Corporation”. The print is signed in the lower right-hand corner by the famed 20th century photographer, Margaret Bourke-White. During the early years of the Depression, Goodyear was one of Bourke-White’s most important clients. She made this image of the airship Akron when it was removed from its hangar for the first time.
Built in 1929, the almost unbelievably huge Goodyear air dock in Akron, Ohio, was created as a space where blimps, airships, and dirigibles could be constructed. Evidently building such a massive space created problems, such as indoor rain, and putting the whole thing on rollers so that it could expand and contract with the seasons.
Inscription Plaque
Photo is signed in the lower right corner by famed 20th century photographer, Margaret Bourke White
The USS Akron, first of a class of two 6,500,000 cubic foot rigid airships, was built at Akron, Ohio. Commissioned in late October 1931, she spent virtually all of her short career on technical and operational development tasks, exploring the potential of the rigid airship as an Naval weapons system. During the remainder of 1931 and the early part of 1932, the Akron made flights around the eastern United States and over the western Atlantic, including one trial of her capabilities as a scouting unit of the fleet. While beginning a trip to the New England area, Akron encountered a violent storm over the New Jersey coast and, shortly after midnight on 4 April 1933, crashed tail-first into the sea. Only three of the seventy-six men on board survived this tragic accident. During the search for other possible survivors, the Navy non-rigid airship J-3 also crashed, killing two more men.
Note: Margaret Bourke-White (1904 1971) is best known as the first foreign correspondent to be permitted to take photographs of Soviet industry, the first female war correspondent, and the first female correspondent permitted to work in war zones.
40th Anniversary with Goodyear
Lewis Reed was recognized by Goodyear Tire & Rubber Co. for reaching his 40th year as a Goodyear dealer. Reed Brothers Dodge began selling Goodyear tires in the 1920s. Below is a letter from Russell DeYoung thanking Lewis Reed for his 40 years “in business together”.
Happy Birthday to Our Founder, Lewis Reed
This ca. 1965 photo of Lewis Reed was taken in the new car showroom at Reed Brothers Dodge original location at the triangle at Veirs Mill Road and Rockville Pike.
Lewis Reed was born in Darnestown, Maryland on November 25, 1887 and was the founder of Reed Brothers Dodge. When Lewis Reed opened his car dealership in October 1915, he never knew he was starting a family tradition that would be carried out for 97 years and three generations. He founded what would become the oldest Dodge dealership under the same family ownership in the state of Maryland, and one of the oldest in the entire United States.
Lewis Reed was just 27 years old when he started selling cars built by brothers Horace and John Dodge in Detroit. Few people jumped onto the Dodge Brothers bandwagon earlier than Lewis Reed, and not many have lasted longer. Reed Brothers was franchised as a Dodge dealership and service facility less than one year after the first Dodge automobile rolled off the assembly line. Lewis Reed was the first to sell Dodge cars in Montgomery County, Maryland and his company was the first Gulf gas dealer in the Washington, D.C. area. 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 1923.
Lewis Reed was a member of the Gaithersburg Grace Methodist Church where he served as a member and Chairman of the Board of Stewards, a Lay Leader, and President of the Men’s Bible Class. He was one of nine original incorporators of the Gaithersburg-Washington Grove Volunteer Fire Department when it was created by charter in 1928. He was a Charter Member and Past President of the Gaithersburg-Washington Grove Fire Department and a member of the advisory board of the Rockville Branch of the First National Bank of Maryland. He belonged to the Masonic Lodge of Rockville, the Pentalpha Chapter of the Eastern Star and the Rockville Rotary Club. Before opening his Dodge dealership in 1915, Lewis Reed was one of the earliest and most prolific photographers in Montgomery County. Many of his photographs are now part of Montgomery History’s photo archives. Unsurprisingly, his love of both cars and cameras resulted in his taking numerous pictures of car culture all over the State of Maryland as it developed from infancy to supremacy.
Prior to World War I, Lewis Reed’s love of automobiles led him to becoming a chauffeur. Chauffeurs were not only trained to be proficient with their driving skills, but they also had to keep the luxury automobiles in tip top shape which is where his mechanic training would have come into play. He received his training as an automobile mechanic at the Pierce Arrow factory at Buffalo, New York, the Dodge and Hudson factories at Detroit and the Washington Auto College.
Active in the dealership daily until the day of his death, Lewis Reed passed on January 28, 1967 at the age of 79. Shortly after his death, the Senate of Maryland passed Senate Resolution No. 10, expressing “the deepest regret and sympathy of every member of this body,” describing Reed as “a kindly and loyal person completely devoted to his duties” which he carried out “with fairness and human understanding.” The resolution was sponsored by Senator Thomas M. Anderson, Jr. and Senator Louise Gore.
When you look back and consider what has taken place in the world in the past 100 years or so, you gain a perspective of what Lewis Reed faced. He overcame a lot of obstacles throughout his life. He steered his dealership through World War I, The Great Depression and World War II. When Reed Brothers had no new cars to sell for three and a half years and many dealers went bankrupt, he converted his car showroom into a display room and sold GE Washing Machines, Westinghouse Radios, and other large appliances. Reed Brothers Dodge occupied two locations, the original at the Veirs Mill Road and Rockville Pike intersection and the second at 15955 Frederick Road in front of the Shady Grove Metro.
Lewis Reed set an outstanding example through his success, but more importantly through his sacrifices and commitment to the community he served. Today, Bainbridge Shady Grove Metro Apartments pays tribute to the oldest Dodge dealership in Maryland with commemorative art on the former site of the iconic Reed Brothers dealership.
Bainbridge Shady Grove Metro Apartments now stands on the former site of the Reed Brothers Dodge dealership at 15955 Frederick Road. A sculpture now installed on the property pays tribute to the oldest Dodge dealership in Maryland history. More than 20 feet high, and over 6 feet wide, the public art is inspired by 1939 Dodge headlamps, and the fender of a 1957 Dodge pickup truck.
The First Dodge Automobile Debuted in 1914
Horace Dodge (left, rear) and John Dodge (right, rear) take delivery of the first Dodge automobile on Nov. 14, 1914.
One hundred and seven years ago on this date –November 14, 1914 — the very first Dodge car, “Old Betsy”, rolled off the assembly line. On that day, the Dodge Brothers (Horace and John) were photographed riding in the rear seat of the first car to bear their last name. It cost $785, had a 110-inch wheelbase, and was powered by an L-head 4-cylinder engine that proved so reliable it was continued until 1920 with very little modification. Total production for 1914 was a mere 249 touring cars. The following year Dodge offered a two-passenger roadster which also sold for $785 and the plant went into full production.
According to “The Dodge Brothers: The Men, the Motor Cars, and the Legacy” by Charles K. Hyde, here’s the full story:
The widely accepted history of the initial production of early Dodge Brothers automobiles in November 1914 is at odds with much of the evidence about the earliest Dodge Brothers cars. Automotive historians have thought that the first production car, later named “Old Betsy,” came off the assembly line at the Hamtramck factory on 14 November 1914. Guy Ameel, superintendent of final assembly for Dodge Brothers since the start of automobile production, served as John and Horace’s chauffeur that day. With the brothers in the back seat, Ameel stopped the first Dodge Brothers car in front of John Dodge’s mansion on Boston Boulevard in Detroit and a photographer recorded this important moment.
“Old Betsy” was more likely an experimental prototype car assembled several months before 14 November 1914 and not a production car at all…
The Dodge Brothers
The Dodge Brothers began an aggressive advertising campaign to promote their new automobiles and to attract potential dealers to sell their cars. Few people jumped onto the Dodge Brothers bandwagon earlier than Lewis Reed, and not many have lasted longer.
A Dodge Brothers Coupe ad from by Reed Brothers. Montgomery County Sentinel. December 24, 1920
Lewis Reed received his franchise to sell Dodge Brothers Motor Cars from John and Horace Dodge in October 1915; less than one year after the first Dodge Model-30 rolled off the assembly line for $785. He was just 27 years old. Since then, the business grew and transformed into the oldest Dodge dealership in Maryland history and one of the oldest in the entire United States.
Honoring a Legacy
When Lewis Reed opened his Dodge dealership 106 years ago in October 1915, he never knew he was starting a family tradition that would be carried out for 97 years and three generations. 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.
Lewis and Edgar Reed’s business philosophy was simple:
Treat your customer as your friend and always do what you promise.
1915 Rockville Garage located at the intersection of Veirs Mill Road and Rockville Pike The original owners of Rockville Garage are standing in front. From left: Lewis Reed – Roy Warfield – Griffith Warfield.
The photo above shows the Rockville Garage where Lewis Reed got his start by becoming a partner with Robert L. and Griffith Warfield in 1914. The Warfield brothers had purchased this building in July 1915, from Lee Ricketts and Sons who had the Overland Agency. In 1917, Lewis Reed bought out the Warfield brothers’ interest and continued the business until 1919 when he was joined by his brother, Edgar. The firm’s name was changed to Reed Brothers upon a suggestion of the late Judge Edward C. Peter.
Reed Brothers handled the first Dodge cars placed on the market in Montgomery County, Maryland. The company continued for two generations later under the Gartner family and sold tens of thousands of cars to generations of local drivers. The late George M. Hunter, President of the Montgomery County National Bank, purchased the first automobile sold by the Rockville Garage.
1916 – The original owners of Rockville Garage. From left: Roy Warfield – Lewis Reed – Griffith Warfield
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. But, the dealership survived through these lean times.
During World War II, Reed Brothers Dodge had virtually no new cars to sell for three and a half years. Tires and parts were rationed. Strict price ceilings governed used-car sales. Used cars were really hard to find, because people couldn’t afford to give them up. So, most dealerships had to rely on their service and parts departments to fix the cars people couldn’t replace. Empty showrooms were a problem. When manufacturers halted car production and many dealers went bankrupt, Lewis Reed converted his car showroom into a display room and sold GE washing machines, Westinghouse Radios, and other large appliances to fill the gap.
The dealership survived The Great Depression, World War II, the first Chrysler Bailout and resurgence under Lee Iacocca, the sale of Chrysler to Daimler and the sale to the private equity firm Cerberus. Reed Brothers has, in fact, survived everything but Chrysler itself. 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 dealership 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.
The dealership’s historical legacy continues to this day on the site of its former location at 15955 Frederick Road in Rockville, which is now the Bainbridge Shady Grove Metro Apartments. Bainbridge Shady Grove Metro Apartments pays homage to this history with commemorative art on the former site of the iconic Reed Brothers Dodge dealership.
Tom Keady, President of the Bainbridge Companies said:
Honoring the rich historical legacy of this site was extremely important to us. With the sculpture and the floor plan names, our residents and visitors feel a real connection to the site’s past, and we pay tribute to Reed Brothers Dodge’s role in creating a vibrant Rockville.
A sculpture now installed on the property pays tribute to the oldest Dodge dealership in Maryland history. More than 20 feet high, and over 6 feet wide, the public art is inspired by 1939 Dodge headlamps and the fender of a 1957 Dodge pickup truck. Along with the sculpture, a set of Hemi Piston street lamps line the walkway towards the metro station. Historical elements have been incorporated into the interior design of the development which carries out a common theme of dealership history and automobiles.
Bainbridge Shady Grove Metro Apartments now stands on the former site of the Reed Brothers Dodge dealership at 15955 Frederick Road. A sculpture now installed on the property pays tribute to the oldest Dodge dealership in Maryland history.
Blog Milestone: 300K Page Views
If you ever glance at the blog view counter on the right side of this page, you might have noticed that this blog just went over 300,000 views. After reaching this milestone, I would like to take the time to thank all of you who have visited, followed, shared, or commented on this blog. Visitors to this site on a daily basis continue to grow — we have been visited by folks from all fifty of the United States and 187 different countries world wide.
I have often been asked why I started this blog. For me, it’s because history is important. Sometimes we don’t know we need to do something until it’s handed to us, and once we have it, we suddenly see and feel its value. As we were getting ready to close the doors to the dealership for the last time in May 2012, I was standing in the empty showroom thinking about all the history, past achievements, and hardships the dealership had endured over the years. Few businesses can say they’ve lasted almost a century. It seemed a particularly pertinent time to start thinking about such a project, as it was a time of reminiscence, but also looking forward.
When I stop to think about what Reed Brothers Dodge has experienced over the last century, from World War I, The Great Depression, World War II, to three economic recessions, two energy crises, and numerous Chrysler setbacks — including the first Chrysler Bailout, the sale of Chrysler to Daimler, and the sale to the private equity firm Cerberus — I could not be more proud to be a part of such an amazing story. It takes resilience to weather 97 years in business. The dealership adapted itself multiple times in order to survive. Through the good times and the bad, Reed Brothers Dodge held on and prospered.
I felt it was important to take the time to ensure our history remained accessible for those who read it years from now, or decades from now, when I or other family members who know the story firsthand are no longer around to tell it. How Reed Brothers Dodge came into being, and how the company overcame the inevitable changes and challenges throughout almost a century of being in business — all adds up to a great story.
Creating this blog and sharing our business history has been the most rewarding endeavor of my life. I appreciate all of you for your continued support and making Reed Brothers Dodge History one of the places you visit during the course of your day.
Thanks for reading!
Jeanne Gartner, Blog Author
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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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