Happy Birthday Lewis Reed!
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 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. 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.
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.
Before becoming interested in automobiles, Lewis Reed was one of the original employees of the Computing-Tabulating-Recording Company, a Georgetown-based manufacturing firm that eventually became International Business Machines, Inc. 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.
When World War I broke out, Lewis Reed along with many other patriotic men joined the war effort. He did his bit in World War I by working at the Navy Yard in Washington DC as a torpedo tester.
Lewis Reed was very active in his community and in his church. He 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 a charter member and Past President (Feb 1933 – Feb 1937) of the Gaithersburg-Washington Grove Volunteer Fire Department and a member of the advisory board of the Rockville branch of the First National Bank of Maryland. Lewis Reed belonged to the Masonic Lodge of Rockville, the Pentalph Chapter of the Eastern Star and the Rockville Rotary Club. He was a Rotarian for 34 years and also had served as President of that group.
Active in the dealership daily until the day of his death, Lewis Reed died on January 28, 1967 at the age of 79. Shortly after his death, the Senate of Maryland passed SENATE RESOLUTION NO. 10 honoring the well-known Rockville automobile dealer for his personality and outstanding contributions. The resolution was sponsored by Senator Thomas M. Anderson, Jr and Senator Louise Gore. At the time of his death, he was in negotiations with the State Roads Commission on the Commission’s proposal to take over a portion of his business property for construction of an interchange at Rockville Pike, Hungerford Drive and Veirs Mill Road.
In recognition, the state of Maryland named the connector street behind the original location, “Dodge Street,” commemorating Reed Brothers’ presence from 1914-1970. When the state widened the roads in 1970, the dealership relocated to Route 355 at the Shady Grove Metro.
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. 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 homage 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. 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.
The First Dodge Car

Horace Dodge (left rear) and John Dodge (right rear) in “Old Betsy” in front of John Dodge’s Boston Boulevard home, 14 November 1914.
One hundred and three 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 began an aggressive advertising campaign to promote their new automobiles and to attract potential dealers to sell their cars. Lewis Reed was an enterprising young man who put his future in the fledgling automobile industry. In 1915 he received his franchise to sell Dodge Brothers Motor Cars from John and Horace Dodge; less than one year after “Old Betsy” rolled off the assembly line. Lewis Reed and his brother Edgar, were the first to sell Dodge cars in Montgomery County, Maryland. That made Reed Brothers the oldest Dodge dealership under the same family ownership in Maryland, and one of the oldest in the entire nation.
Dodge Made a Car Just for Women
The Dodge La Femme stemmed from Chrysler’s marketing department’s observation that more and more women were taking an interest in automobiles during the 1950s, and that women’s opinions on which color car to buy was becoming part of the decision making process for couples buying an automobile. The La Femme was an attempt to gain a foothold in the women’s automobile market.
Dodge introduced the new La Femme option package in 1955: For $143, you could have the Custom Royal Lancer feminized, with rose paint, gold script, and a nauseating shade of Pepto-pink interior complete with rosebuds.
The accessories which came with the car as standard equipment were where things started getting weird. The car came with a calfskin purse in the same shade of pink as the car’s interior. There was a special compartment behind the passenger seat for this purse, where it could sit with the buckle facing outward. This buckle was large enough for owners to have their name engraved on them, and this is what they were encouraged to do. Inside the purse there was a makeup compact filled with pale pink powder, a lipstick holder, a gold-toned cigarette lighter and case, an imitation tortoiseshell comb, a cigarette lighter, a vanity mirror and silk change purse.
These accessories were all finished in gold-color metal and (you guessed it) pink. For those who wanted them, Dodge also offered an umbrella, boots, a cape (seriously?) and a hat, all matching the seat upholstery.
It went nowhere. La Femme became La Flop. Women stayed away in droves and men weren’t about to be seen driving around in the darling Rosebud. The Dodge La Femme was sold for two years in the U.S. — 1955 and 1956
(Line from a long-lost episode of “Leave it To Beaver”)
“Gee Wally…. all the guys are callin’ me a sissy…. a pink and white car and it says La Femme on the side …. I just can’t be driven to school in mom’s new car anymore …. Yeah, Beave …. I know what ya mean …. that’s why I ride with Eddie …. and besides, mom’s not all that thrilled with the car either!”
Info Source: Dodge La Femme Wikipedia
Tent Sales: What 90 Years of Change Looks Like
Pictured below are Reed Brothers tent sales 90 years apart, in 1918 and 2008. The black and white photograph below was taken by Lewis Reed in 1918 showing Rockville Garage displaying their new models at the Rockville Fair Grounds. The annual County Fair used to be held for four days in the month of August at the old Fairgrounds of Rockville, Maryland. Families came from every section of the Montgomery County in wagons and carriages, and stayed for the duration of the Fair. The Fair gave automobile dealers the opportunity to display their new models.

1918 Rockville Garage tent displaying Hudson Super Six, Oldsmobile, and Dodge Brothers Motor Cars at the Rockville Fair Grounds
The color photo below was taken some 90 years later in 2008, “Let’s Refuel America!” Tent Promo at Reed Brothers Dodge that let consumers lock in gas prices at $2.99 for three years. The novel Chrysler incentive offer was introduced at a time when high gas prices hammered sales of SUVs and trucks that dominated Chrysler’s line-up and was a way to help move the 2008 model gas guzzlers off the lot.










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