From Rockville Garage to Reed Brothers Dodge
In early 20th-century Rockville, Maryland, a modest garage marked the beginning of a new era in transportation. From this starting point, Lewis Reed established what would become Reed Brothers Dodge; one of the nation’s earliest Dodge dealerships. Far more than a business, it grew into a lasting institution that reflected the progress of Rockville itself as the community transitioned from rural roads to suburban thoroughfares.
The dealership was originally located at the junction of Rockville & Georgetown Turnpike and Washington (Veirs Mill) Road in Rockville from 1915-1970, during which it expanded from a small-scale garage and dealership to one of the largest and most recognized commercial enterprises on Rockville Pike.
Origins of the Rockville Garage
From The Montgomery County Sentinel. May 20, 1914:
Mr. Alva Ricketts has purchased the vacant lot opposite the fair grounds, in this town, from Mr. Benjamin Haney and will in the course of a few days erect upon it a garage, in which will be kept his autos for the accommodation of the traveling public.
The Ricketts family, Leonidas “Lee” Ricketts and his sons Raymond, Emory, and Alva, managed the local Overland Agency at this pivotal location near the intersection of Veirs Mill Road and Rockville Pike from 1914 to 1915. Despite the promise of the burgeoning automobile market, the Overland Agency was short-lived. By July 1915, Lewis Reed, along with brothers Robert L. and Griffith Warfield, acquired the property from the Ricketts family and established the Rockville Garage.
Lewis Reed, originally an employee of the Rockville Garage, began his deeper involvement by purchasing a one-third interest from the Warfield brothers in January 1916. Over the next few years, his stake increased until by 1919, he became sole owner after acquiring the remainder from the Warfields. Shortly thereafter, in August 1919, Lewis’s brother Edgar joined the business, prompting the transformation of the company’s identity to Reed Brothers Dodge–marking the true beginning of a legacy that would drive Rockville’s automotive future for generations to come.
Original owners of the Rockville Garage, 1916. L-R: Roy Warfield, Lewis Reed, Griffith Warfield
The Rockville Garage: A New Era in Transportation
At a time when horses and wagons still crowded the streets of Rockville, the garage provided a range of critical services to early motorists, from fuel and tire repair to mechanical work. The business quickly became more than just a repair shop; it was a gathering place for locals fascinated by the emerging world of motor travel. Visitors could fill up with gasoline, get their cars serviced, or simply stop to marvel as these novel machines rumbled along Rockville Pike.
A Dodge Brothers Franchise
In October 1915, Reed Brothers took an important step that would define its trajectory for the next nine decades: it became one of the nation’s first Dodge Brothers Motor Car dealerships. This move reflected the Reeds’ forward-looking vision and their confidence in the automobile’s growing role in American life. The Dodge franchise brought credibility, new customers, and a steady stream of business opportunities for Reed Brothers, marking the transition from a small-town garage to a full-service dealership.
The First Building to Display the Reed Name
Reed Brothers Dodge got a new remodel in 1921. Note the new signage and three new modern gas pumps. The Rockville Fair Grounds are beyond the boarded fence on the right.
This 1921 photograph captures an important milestone in the history of Reed Brothers Dodge. Shown above is the first building to display the Reed Brothers name across the front, proudly advertising “Dodge Brothers Motor Vehicles Sales & Service.” With its remodeled façade and a row of brand new gas pumps out front, the building symbolized the dealership’s growth from a small garage into a full-service automobile business.
The addition of gasoline pumps was significant, marking the transition into a one-stop location where customers could not only purchase and service their Dodge vehicles but also fuel them conveniently on site. This was the earliest step in Reed Brothers’ evolution into a modern dealership; and the first time their name became a landmark in the Rockville community.
Serving Montgomery County Through the Years
Over the decades, Reed Brothers Dodge grew right alongside the county it served. As farming communities gave way to new neighborhoods, and Route 355 became one of Maryland’s busiest thoroughfares, the dealership adapted to meet the changing needs of its customers. The business expanded its showroom, introduced innovative advertising campaigns, and built a reputation for honest service and long-term customer relationships.
During the mid-20th century, Reed Brothers Dodge wasn’t just a place to buy a car; it was part of the fabric of Rockville life. Generations of local families purchased their first cars there, passed them down, and returned when it was time to buy the next one.
A Family Legacy
What set Reed Brothers apart from many other dealerships was its strong sense of continuity and stewardship. For more than 97 years, the dealership remained under the careful management of the Reed family, embodying values of integrity, community service, and dedication to employees. This family-run aspect fostered deep loyalty among customers and helped the dealership weather the ups and downs of the automotive industry.
The End of an Era, the Preservation of History
Reed Brothers Dodge in Rockville, Maryland, circa 2006, captured near the end of its nearly century-long legacy as one of the oldest family-owned Dodge dealerships in the nation.
When Reed Brothers Dodge eventually closed its dealership doors after more than 97 years, it left behind more than just a business. It left a legacy that continues to resonate in Montgomery County’s history. From the original Rockville Garage to the modern dealership that bore the Reed name, the enterprise represents an important chapter in how automobiles reshaped the physical and social landscape of the county.
The Reed: A Legacy Remembered
The Reed apartments in Rockville, named in tribute to the historic Reed Brothers Dodge dealership that once stood on this site.
Today, the dealership’s legacy endures not only in history but also in the fabric of the community. The modern apartment complex known as The Reed, located on the former site of Reed Brothers Dodge, was named in tribute to the pioneering dealership and the family whose business helped shape Rockville’s identity for nearly a century. In this way, the Reed name continues to stand as a landmark of resilience, progress, and community presence – just as it did when the first automobiles arrived on Rockville’s streets.
ChatGPT Reviews This Blog
Preface: When I set out to ask ChatGPT to read and review the Reed Brothers Dodge History blog, I wasn’t sure what to expect. But what I actually got in return was something far more thoughtful and insightful than I ever imagined. To say I was surprised would be an understatement. Note: It took ChatGPT about 3 seconds to do both read and write!
What follows is the review straight from the AI:
In a quiet corner of the internet, nestled among the usual sea of car reviews and dealership promotions, exists a gem of a blog that tells a story few others can. Reed Brothers Dodge History 1915–2012 isn’t just about cars—it’s about legacy, resilience, and the remarkable transformation of one family’s business over the course of nearly a century.
The blog is the work of Jeanne Gartner, granddaughter of Lewis Reed, the founder of Reed Brothers Dodge in Rockville, Maryland. With every post, Jeanne breathes life into a history that could have easily faded with time. Instead, she has curated a living archive—one that not only honors her family’s deep ties to the community but also reflects a changing America.
From the moment you begin reading, it becomes clear that this is more than a timeline. It’s a chronicle that starts in 1915 when Lewis Reed opened one of the first Dodge dealerships in the state of Maryland. Through two World Wars, the Great Depression, and the dawn of the digital age, the dealership evolved, grew, and weathered every storm. Jeanne captures this journey with a historian’s care and a granddaughter’s heart.
Each post is a window into the past. The blog is richly illustrated with historic photographs, vintage advertisements, Sanborn maps, and newspaper clippings. You’ll find Gulf gas stations with beautifully Art Deco styling, early car wash innovations called “Auto Wash Bowls,” and stories of Reed Brothers selling not just Dodge automobiles but motorcycles, school buses, and even farming equipment. There’s a real joy in seeing the dealership’s evolving showroom floor over the decades and the ways in which the business stayed ahead of the curve.
But what makes this blog stand out is its humanity. Jeanne doesn’t just post facts; she shares memories. She writes about her own experiences, her family’s milestones, and even the emotional goodbye when the dealership closed in 2012 after 97 years. There’s a warmth in her words that invites readers to not only learn but to feel—to understand what it meant to be part of something bigger than just selling cars.
Beyond the walls of the dealership, Jeanne explores the broader story of Rockville, Maryland. She uncovers how a small connector road behind the business, once known as “Cadiz Alley,” was renamed “Dodge Street” in 1941 in honor of Reed Brothers. She documents how women were hired to manage wartime gasoline rations and how a community came together for events sponsored by the dealership. It’s a local history blog as much as it is a business chronicle.
The impact of Reed Brothers Dodge History hasn’t gone unnoticed. In 2016, Jeanne received the Arthur M. Wagman Award for Historic Preservation Communication, a well-earned recognition of her dedication to keeping this story alive for future generations.
Of course, no blog is without room to grow. A built-in search function or an interactive timeline could make navigating the vast content a bit easier. But these are minor considerations compared to the depth and quality of the storytelling.
In the end, Reed Brothers Dodge History 1915–2012 isn’t just for car enthusiasts or historians. It’s for anyone who believes that history lives in the details—that stories matter—and that honoring the past helps shape our understanding of the present.
Whether you’re a longtime Rockville resident, a fan of vintage automobiles, or simply someone who loves a good American story, this blog is well worth a read. It’s not just a tribute to a business—it’s a celebration of a life’s work, a family’s legacy, and the enduring power of memory.
Closing thoughts: Using ChatGPT to review this blog was a leap into the unknown and turned out to be more insightful than I expected. It not only understood the heart of the story, but recognized the legacy behind it. For me, having the story appreciated by both human readers and AI feels like a meaningful tribute to both the past and the present… and that’s pretty amazing.
Montgomery History Speakers Bureau Newest Addition: Reed Brothers Dodge History
I am very excited to announce that I have officially been added to the Montgomery History Speakers Bureau. My topic is, of course, “The History of Reed Brothers Dodge“. The PowerPoint presentation is approximately 40 minutes in length and highlights the dealerships historic timeline, which showcases 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. More than 100 photographs are featured, 70 of them rare, historic images taken by the dealership’s founder, Lewis Reed.
Montgomery History can provide dozens of speakers on a wide variety of subjects connected with Montgomery County’s rich and long history. To schedule a speaker, please use this Contact page. Get to know the speakers by reading more about their backgrounds here.
About the Speaker’s Bureau:
This service is for business and professional groups, neighborhood associations, senior centers and residences, clubs, schools, religious institutions, civic groups, historical societies and museums, and other organized groups throughout Montgomery County and the greater Washington D.C. metro area.
Presentations are offered in the forms of lectures, slide shows (traditional and PowerPoint), music, portrayals and re-enactments in local history, and in the national history that is part of our local story.
The speakers and re-enactors are community historians and professionals trained in local history and public speaking; many have written books and articles on their chosen subjects. As part of the presentation, book signings and sales can be arranged, as can follow-up tours and visits to the sites discussed. Presentations can range from 30 to 60 minutes in length, and generally can be adapted to an organization’s specific needs.
Business longevity is something to celebrate and share. It is my great honor to join the talented league of speakers at Montgomery History, and I sincerely look forward to sharing our 97-year family business history.
The 2019 Montgomery County History Conference
Each year in January, the Montgomery County Historical Society holds a day-long conference on various aspects of local history. Upwards of 200 people attend this annual event, which has been held since 2007. This year, I am very honored for the invitation to speak about the history of Reed Brothers Dodge at the History Conference on Saturday, January 26 at 12:45pm.
The PowerPoint presentation will follow the dealerships historic timeline which showcases how Reed Brothers Dodge came into being, and how the company overcame the inevitable changes and challenges throughout almost a decade of being in business. More than 100 photographs will be featured, 60 of them rare, historic images taken by the dealership’s founder, Lewis Reed.
This one-day conference is a place for all people to explore and celebrate the many aspects of our past that shape our community to this day. The conference will be held at the Bioscience Education Center located at 20200 Observation Drive on Montgomery College’s Germantown Campus.
Registration is now open: REGISTER HERE
How Reed Brothers Started & Survived Almost a Century
It was 103 years ago, in October 1915, that Lewis Reed signed a franchise agreement with brothers Horace and John Dodge in Detroit. 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 nation. 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.
This photograph of the original 1915 Rockville Garage shows a 1916 Model 44 Oldsmobile parked in front. The original owners of Rockville Garage are standing in front. From left: Roy Warfield – Lewis Reed – Griffith Warfield.
1916 – Original owners of Rockville Garage. From left: Roy Warfield – Lewis Reed – Griffith Warfield.
A mechanical aptitude was necessary to be a dealer in the early 1900’s. When cars were shipped to the dealer from the manufacturer, they arrived partially assembled in railroad boxcars. It was the dealer’s responsibility to unpack and assemble the cars at the rail yard and drive them back to the dealership. Mechanics were often needed to repair the new cars if they broke down along the way. Lewis Reed was an expert auto mechanic. He received his automotive training at the Pierce-Arrow factory in Buffalo, New York, the Dodge Hamtramck and Hudson Motor Car factories in Detroit, Michigan and the Washington Auto College.
1916 – The first shop force of Rockville Garage (from left: Lewis Reed, (first name unknown) Long and Phillip Reed.
The Great Depression
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, no one 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.
Late 1920s New Car Showroom
This new car showroom above is filled with late 1920s Dodge Brothers new car models. The showroom faced the triangle at Veirs Mill Road and Rockville Pike (now known as Veterans Park) which gave the dealership maximum visibility to the largest volume of cross traffic. Behind the large plate glass windows and an awning above was the product — the new car.
There were no salesman’s desks in the showroom until after World War II. Lewis Reed allotted specific sales territory to his salesmen in four different directions from the dealership. The salesmen spent all day in the outlying areas of Poolesville, Rockville, Barnesville and Spencerville demonstrating cars to potential customers. At that time, Reed Brothers was selling about eight new cars a month and most sales resulted from knocking on people’s doors. It was direct person to person sales contact, relationship building and trust – all built and sealed on a handshake. Three of the four salesmen at the time were Francis O. Day, Raleigh S. Chinn and Benjamin J. Thompson.
United States Enters World War II
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 to fill the gap. At this time, Reed Brothers had in their employ eight Veterans of World War II.
The Customers
Ask anyone who has been in the car business for a while how they create lasting customer relationships. They’ll tell you it’s through conversation. In Lewis Reed’s day, a customer would come into the showroom and sit for hours and talk about local sports teams, the weather or family. But they’d never mention an automobile. Then, the customer would come back, maybe talk a second day. And on the third day, they’d get down to talking about a car. But it was all cautious, deliberate and very polite.
Lewis Reed (right) in new car showroom talking with a customer
The Cars
New car introduction was always one of the most exciting times at Reed Brothers. It was a once-a-year celebration that everyone looked forward to attending. For the salesman, it meant additional car sales. To the dealership, it was another method to reach out to hundreds of current and potential customers, not only for new car sales, but also to advertise the dealership’s other services. Many sales were made during new car introduction by those customers who had to be the first on their block to own one of the new models.
To attract drive-by motorists, large signs were placed in the showroom windows hyping the new year models: Dart, Lancer and Polara. Back in the day, there was tremendous brand loyalty. Customers who bought Dodges, usually bought them for life. In fact, many former customers traded every year and would buy a car on the spot. In the 1960s, new car introduction was a much more important part of the American automotive buying habit.
1961 – Lewis Reed (left) and James Gartner, Salesman, stand in front of the new car showroom
Setbacks
Reed Brothers Dodge successfully navigated through numerous Chrysler setbacks during the 1970’s and 80’s, including the first Chrysler Bailout, the sale of Chrysler to Daimler, and the sale to the private equity firm Cerberus. Reed Brothers met the challenges of gasoline shortages, high interest rates, severe inflation, and weakening consumer confidence which drove Chrysler into financial crisis. This survival is testimony that the dealership not only conquered setbacks, but often rebounded to reach new levels of success.
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 and other appliances.
Transformation
Chrysler filed for Chapter 11 bankruptcy protection. Chrysler terminated 789, or about 25% of its dealerships by June 9. The cuts resulted in an estimated 38,000 job losses. Whether a franchise was 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.
During this time 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.
Legacy
Over 100 years later, the only name that remains familiar to Rockville car buyers is Lewis Reed. Reed Brothers Dodge was one of the longest running automobile dealers in Montgomery County Maryland, serving Rockville and the area for over 97 years. Along with St. Mary’s Church (1813), King Farm (1925), Red Brick Courthouse (1891), and the B&O Railroad Station (1873) — Reed Brothers Dodge (1915) — became a “Peerless Place” in 2015, the year marking its 100th Anniversary. Today, Bainbridge Shady Grove Metro Apartments pays homage to the oldest Dodge dealership in Maryland history 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. But 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.
Bainbridge Shady Grove Metro lives up to its motto: “Great Stories Start Here.”
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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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