Tag Archive | oldest dodge dealer

Happy Birthday to Our Founder, Lewis Reed

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

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

First Dodge car

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…

Horace and John Dodge

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.

1920 Dodge Brothers Coupe Ad

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.

Rockville Garage, 1915

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.

Rockville Garage original owners

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

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.

Introduction of School Buses in Montgomery County

Your parents and grandparents have probably told you stories of walking miles to get to school – uphill both ways of course. Today, most kids take the school bus. In fact, if you were a grade school student the late 1950’s, a Dodge school bus might have been your ride. The first school buses used around Rockville (and in Montgomery County) were furnished by Reed Brothers Dodge.

From The Montgomery County Sentinel, May 21, 1959:

First School Buses

In the 1940s, the school bus started to become a profitable trend, so other companies began to jump on the bandwagon to create their own versions. Fifty years prior, Wayne Works and Blue Bird were the main producers, but around this time mainstream companies like Ford and Dodge used their vast resources to further innovation.

Following the end of WWII, the number of children exploded in America, and that necessitated another redesign for buses. This time they didn’t get wider or safer; this time they got a lot longer. Adding all that length increased overall capacity to around 100 students. It was around this time that the infamous yellow paint job became a national standard as well, so this is the beginning of the school buses we know today.

Roots of a 97 Year Old Auto Business

Lewis Reed, founder of Reed Brothers Dodge, grew up on a farm in rural Darnestown and for much of his young life had no running water or electricity. He was the son of a Blacksmith, raised in a family that survived on knowledge and hard work. Philip (1845-1918), father of Lewis Reed was an early settler in Darnestown who came from the Medley’s District of Poolesville in 1880. The Reed family farmhouse was located west of the James Windsor Store and Post Office as indicated on the map. In 1880, Philip Reed bought this lot from Windsor on which he built his house. The house was later owned by Kelley Rice who ran the farm at “Pleasant Hills.” Map of Darnestown 1879In 1870, at age 25, Philip Reed’s occupation is listed as a Blacksmith and Cabinet Maker. Darnestown residents of that time included a doctor, a merchant, a blacksmith and a wheelwright. It seems Philip may not have considered his primary occupation as a wheelwright, but I do know he worked with both cabinetmaker and blacksmith skills. Blacksmiths were once important members of this thriving crossroads community. They provided a vital trade that continued up to the mid-20th century. It wasn’t until I traced the Reed family tree, that I found that the Blacksmithing trade goes back about four generations. Back then, it was commonplace for sons to follow their father’s professions.

“T. H. S. Boyd, The History of Montgomery County, Maryland, from Its Earliest Settlement in 1650 to 1879” gives a population of 200 in the Darnestown area in 1879. The inhabitants of the town at that time are recorded in G.M. Hopkins’ Atlas from which the map reproduced above is taken.

Philip Reed outside of his Blacksmith Shop ca. early 1900s.

Formerly located on Darnestown Road near the intersection of Seneca Road, Lewis Reed’s father, Philip (1845-1918), operated a blacksmith, wheelwright, and cabinet making business next to his home. Photo by Lewis Reed.

Lewis Reed’s passion for cars began at a very early age. He was a young man full of curiosity, with an insatiable desire to know details, how things worked, and why. Early vehicles were terrifyingly loud and could be heard coming from at least a mile away on rural country roads. As a child, he would watch cars go past the family farm and then take off running across the fields to catch up with them until they would go out of sight. The “normal” speed during this time was so slow that drivers had difficulty keeping their cars from stalling out. It was my mother, Mary Jane Gartner (Lewis Reed’s daughter) who told me this story.

Reed Farmhouse and Blacksmith Shop

Philip Reed family farmhouse and blacksmith shop. Photo by Lewis Reed

At the beginning of the 20th century, farming was done with the power of horses and the skills of a blacksmith were important to the local economy. The shop was a popular destination, to wait for repairs of equipment, have horses shod and hear the latest news.

According to the 1910 U.S. Federal Census, Philip Reed worked as a Blacksmith in Darnestown until about age 65, after which time he moved his family to the Park Avenue community in Rockville. In July 1910, Philip purchased lot #3 of the east side of Park Avenue. In 1916, Lewis purchased lots 4-9 and started a garage and automobile dealership which became Reed Brothers Dodge. In 1923, he sold lots 4-7 to Edgar at which time Edgar then constructed a bungalow home and resided there until sold in 1947.

The Park Subdivision, Rockville

The Park Subdivision in Rockville, Lot #3 purchased by Philip Reed in 1910

From Miscellaneous For Sale Section: The Washington Post, (Washington, D.C.) April 21, 1910

Blacksmith tool ad 1910The classic anvil and hammer, in addition to tongs, forms, wedges, and chisels were all key tools of the Blacksmith; many of which were hand-made by each individual blacksmith. If they did not possess the tools required for a specific job, blacksmiths would make their own. Over the span of a blacksmith’s career, he could accumulate hundreds of different tools that existed solely for the completion of one particular item.

Inside Blacksmith shop early 1900s

A young Lewis is shown inside his father’s Blacksmith Shop, ca. early 1900. The identity of the man on the right is unknown. Photo by Lewis Reed.

Special note: Lewis Reed’s love of photography began at a very young age, at a time when most families did not own a camera. The oldest photo in his collection is dated 1898, which would have made him around 11-12 years old when he started using a camera. I am relatively certain that Lewis took the photograph above himself by stabilizing the camera on a nearby tripod or some other object, and because of the long exposure times in early photography, he was able to run into the shot himself for a minute or more.

When the car was first invented there was no such thing as an automotive mechanic. When a car broke down, people turned to blacksmiths and bicycle mechanics for repair work. When using horses for farming and transportation came to an end, it forever changed the blacksmith’s role in the community. The traditional, small town blacksmith’s shop gradually went out of business, or evolved into the first automobile repair shops, as the horsepower of mechanical engines replaced the power of horses. Having grown up in a blacksmith family, Lewis Reed was well positioned to move to the new technology. 

1916 Rockville Garage First Shop Force

1916 – Rockville Garage first shop force. Lewis Reed, (first name unknown) Long and Phillip Reed. Photo by Lewis Reed.

One hundred years ago, the direction of the auto industry was uncharted territory to be explored by many people. Lewis Reed was an enterprising young man who put his future in the fledgling automobile industry. Although the specific motivation for Lewis to go into the automobile business is not clear, the 1910s was a period of exponential growth in the American automobile industry, and with a location on the major east-west route through Rockville, a town that was on its way to becoming a satellite community of Washington, D.C., he was well positioned for success. The 1910 census indicates that 23-year old Lewis Reed was working as a machinist.

In 1914, Lewis Reed became a partner in Rockville Garage with Robert L. and Griffith Warfield, 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. In October 1915, 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.

Rockville Garage original owners

1916 – The original owners of Rockville Garage. From left: Roy Warfield – Lewis Reed – Griffith Warfield. Photo by Lewis Reed.

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.

Credit to: Jane C. Sween, The Montgomery County Story, “Darnestown, As It Was” (Feb 1982)
Other sources of information: Newspapers.com, Montgomery History, and Montgomery County Land Records