Tag Archive | oldest dodge dealer

Happy Birthday to Lewis Reed Founder of Reed Brothers Dodge

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.

Happy 136th birthday Lewis Reed! The founder of Reed Brothers Dodge was born on this day in 1887 in Darnestown, Maryland. In 1915, 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 nation.

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

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.

 

Early Days of Automobile Repair

The first car was created and it was good. A few days later, it broke down. That was bad. This led, of course, to the creation of the auto mechanic.

With a surge in automobile purchases in the early 1900’s, and an equal amount of car accidents and breakdowns, Rockville Garage/Reed Brothers Dodge began offering auto repair services as early as 1914. By the early 1900s, there were a great deal of cars on the roads, which meant that manufacturers and dealerships needed to provide drivers with the means of repairing their vehicles in the event of a collision or breakdown. To meet this demand, manufacturers started making standardized parts that could easily replace damaged components of a vehicle. Dealerships were now able to employ mechanics that were able to easily repair vehicles using the prefabricated parts provided by the manufacturers.

The First Auto Mechanics of Rockville Garage

Rockville Garage First Mechanics

First auto mechanics of the Rockville Garage: Lewis Reed, (first name unknown) Long and Phillip Reed.

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 Automobile College of Washington.

The Automobile College of Washington

The Automobile College of Washington was organized in 1909 for the purpose of training young men to become chauffeurs and repair cars. The school was the pioneer institution of its kind in Washington, DC. The school had a repair department, machine shop, and a chassis construction classroom for the very latest automobiles. Some of the cars used in the school: the Washington A-1 Touring Car, Pope Tribune, Ricketts Model G 6-cylinder, Peerless 35hp; and the Mitchell 25hp.

The Automobile College of Washington

The Automobile College of Washington from the August 11, 1909 issue of The Horseless Age magazine (Google Books)

During the early days when automobiles had left the factory, routine maintenance and repair was largely left up to the owner as the auto repair industry was still in its formative stages. For the early generations of cars and car drivers, how long an automobile remained in good operating condition was left up to the owner and their routine service visits.

Hand cranked car

Lewis Reed hand cranking an old car. The hammer in Lewis Reed’s right hand is for straightening the hand crank. Apparently they can bend when starting big engines. The license plate is MD 10307 dated 1913.

Many early auto dealers started out of existing garages. Business owners of the early dealership soon discovered they could create a market not just for sales but for repair as well. Between 1900 and 1930 the American automobile business was built by tinkerers and visionaries and the repair and maintenance industry was no different. In 1932, automobile manufacturing reached its lowest point since 1918 and the advent of the used car rose to great prominence in the automotive community.

Lewis Reed, Chauffeur-Mechanic

The year is 1910 and you’ve just purchased a brand new automobile. To show it off for the first time, you’ve hired a knowledgeable chauffeur. You sit on a padded seat while the chauffeur tends to the engine. Though it takes a while to start up, your new ride can reach around 37 mph. The ride is a bumpy one, and you could probably walk faster than the car travels. Ooops!!! One of the wheels has popped off as you go around a bend. 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 Lewis Reed’s mechanic training – a vital skill in the early days of motoring – would have come into play.

Prior to World War I, Lewis Reed’s love of automobiles led him to becoming a chauffeur. At the dawn of the early 20th century, society was transitioning from horse-drawn carriages to automobiles. Having grown up in a blacksmith family, he was well positioned to move to the new technology.

1910 Chauffeur

Chauffeur Lewis Reed is tending to the motor. Photo taken circa 1910.

Chauffeur-mechanics of the early 1900s were the first group to earn a living working on automobiles. Wealthy people employed private chauffeur-mechanics to not only drive, but also maintain and repair their large, expensive automobiles — rather than learn to do it themselves. The vehicles of the time came with mobile toolboxes often resembling a small hardware store tucked away in the trunk. The early 1900s Pierce-Arrow toolkit included extra intake and exhaust valves, not exactly your typical roadside service. During the height of travel season, Spring through Fall, oil changes were required almost weekly. As you can easily surmise, there had to be someone to keep track of all of the maintenance and upkeep of the vehicle as well as the daily driving. The 1910 census indicated that 23-year-old Lewis Reed was working as a machinist. Lewis worked as a chauffeur from roughly 1910-1914, before he became involved in the business of selling and repairing automobiles.

Grafton Reed

Grafton Reed, Mechanic & Garage Manager, Rockville Garage, ca. 1921

Grafton Reed was a brother of Lewis Reed and a part of the dealership’s first shop force. Grafton started working as a mechanic at the dealership in ca. 1918. According to his U.S. World War I Draft Registration Card, 1917-1918, his occupation at the time was listed as Garage Manager, Rockville Garage. Phillip Reed, another brother of Lewis Reed, was also a part of the dealership’s first work force. Phillip came to work for the dealership in 1916 and worked as a mechanic until 1944.

During the Great Depression, many consumers held onto their vehicles for longer periods of time and the lubrication of the vehicle became a matter of great importance to extend its running life. Author and Automotive Historian Robert Genat wrote, “The Depression of the early 1930s proved devastating for the marginally financed automakers. Dealerships for the top-selling cars survived the drought by virtue of their parts and service departments for maintenance and repair of consumer automobiles.” 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 those hard times.

1953 Reconstruction of Gulf Gasoline Station

Due to changes in the highway, Reed Brothers Dodge began an extensive remodeling and rebuilding program. The program consisted of a sizable addition to their Service Department which enlarged the Showroom area and housed the Parts Department. Two-thirds of the original location at the junction of then Route 240 and Veirs Mill Road was razed and a modern Gulf Service Station was erected. The following photos were taken before demolition and after reconstruction of the Gulf Gasoline station.

Before Demolition

Gulf Gasoline Station

1936 Reed Brothers Dodge canopied Gulf Gas Station prior to 1953 reconstruction of Gulf Gasoline Station. View Rockville Pike side

Gulf Gasoline Station

1936 Reed Brothers Dodge canopied Gulf Gas Station prior to 1953 reconstruction of Gulf Gasoline Station. View Veirs Mill Road side.

After Reconstruction

Gulf Gas Station

After reconstruction of new Gulf Gas Station, view from Rockville Pike

Like many building types of commercial and roadside industries, gas stations often underwent alterations or changes over time. Reed Brothers Gulf Gas Station underwent five alterations over the course of 55 years that were built to follow corporate design. The famous Gulf “ice box” design dates back to late 1930’s, and there were probably more of these built than any single one of the later Gulf designs.

1953 GULF GAS STATION

The Montgomery County Sentinel. November 12, 1953

From The Montgomery County Sentinel. June 04, 1953

Reed Brothers Will Move June 13 to New Building

Reed Brothers, second oldest Dodge dealer, which has been serving the county for 38 years, is moving from its present location at the point of the Veirs Mill Road, Route 240 triangle in Rockville to a modernized location nearby at 608 East Montgomery Avenue. Open House will be held June 13 from 6p.m. to enable residents to view the new structure.

The automobile firm will have greatly enlarged quarters in the new location, with increased floor space for the new car department and the repair department. A completely new parts department and a modern service department where the tradition of service that has been built up by this firm through the years will be carried on, and if possible, improved.

The service department will be completely equipped with parts for all Chrysler made cars and will have facilities for repair of all makes of cars. The paint and body shop will be one of the best equipped in the area and the glass department will be prepared to install any or all automobile glass and also to prepare custom cut glass for any other use.

The shop and sales offices will be open from 8 a.m. to 9 p.m. weekdays and will remain open until 6 p.m. Saturdays.

The familiar triangle gasoline station will be razed and an ultra-modern Gulf gasoline service station constructed. The new service station will be operated independently of the Reed Brothers plant. Every effort will be made to serve the customers while the transition is taking place, company officials said.

1953 Open House

The Montgomery County Sentinel. June 11, 1953

Batter Up! 1950s Service Reminder 

Batter Up Service ReminderRemember in the 1950’s and 1960’s when gas stations were called service stations? They pumped gas and gave out road maps and promotional giveaways like pens, calendars, thermometers, etc. These items are rare finds, because most get thrown away when the doors are closed.

This item is a promotional 1950s Reed Brothers Dodge-Plymouth 3-1/4 inch cardboard BATTER UP! service reminder. The dealership still used a 4 digit phone number: Rockville 2151 and had the old blue and orange Gulf logo.Batter Up Service ReminderSome of the more difficult collectibles to obtain were awards given to the salespeople for outstanding sales performance, including neckties, cuff links, pen and pencil sets, and award plaques. Unique items were often given to salesmen to promote a new model being released that year.

Batter Up Service Reminder

Batter Up Service ReminderBatter Up Service ReminderThis item is currently being offered for sale on ebay: 1950s GULF GAS-Reed Bros. Dodge/Plymouth 3-1/4″ inch BATTER UP! Cardboard Baseball service reminder.

Description: This item is a promotional cardboard service reminder from Reed Brothers Dodge-Plymouth Sales and Service. Reed Brothers car dealership did business in Rockville, Maryland for almost a century, {1915-2012.} There is a wonderful website/blogsite, with loads of photos, that follow the business throughout the years.

Batter Up Service Reminder

Montgomery Magazine Wheels and Deals Feature

Reed Brothers Dodge, Montgomery MagazineReed Brothers is very proud and honored to be featured in the month of August/September 2022 Montgomery Magazine, “Then & Now” section. The black and white photograph above shows the expansion of Reed Brothers Dogde showroom and Gulf Gasoline Station that took place in 1941. At about the same time as the gas station was remodeled, Lewis Reed split up the Sales and Parts and Service operations by constructing a complete new building that was located at the intersection of at Montgomery Avenue and Dodge Street.

A closer look at the photo reveals the price of gasoline as 15 cents. On the right attached to a telephone pole is a sign pointing the way to Olney. In addition to the Gulf signage there is a small, barely visible sign below that promotes, “Clean Rest Rooms”.Reed Brothers Dodge, Montgomery Magazine

The color photograph above, is the dealership’s location today, now known as Veterans Park. In the 1970s, the site was known as the Francis Scott Key Memorial Park, and later in 1988, it was permanently rededicated as Veterans Park. In the late 1960s, the state of Maryland acquired the land to widen Rt 355 and donated the remaining sliver to the City. The State of Maryland named the connector street behind the dealership’s original location “Dodge Street” following the dealership’s 1941 expansion.

Montgomery Magazine is a lifestyle magazine, with timely articles on county leaders, entertainment, sports, neighborhood and restaurant profiles, entrepreneurs, historic landmarks then and now, plus seasonal special sections of local interest.

Find the issue online at: http://digital.montgomerymag.com/issues/August-2022/index.html