Book Release: “Portrait Of An Automobile Dealer” Third Edition
In September 2012, I created a self-published book version of this blog, entitled “Portrait of An Automobile Dealer”. In short, it’s an updated and chronologically ordered version of this blog. A second edition was published in place of the first edition, which was released in 2013. Now, after five years, the third, and final edition, is available through Blurb.com print-on-demand bookstore. Overall, since the second edition, “Portrait Of An Automobile Dealer” Third Edition has expanded to 224 pages and is enhanced by over 600 photographs, some of them more than 100 years old, taken by Lewis Reed, founder of Reed Brothers Dodge. The third edition again has loads of small updates, including a new chapter: “Celebrating a Legacy”.
In this book, readers will find an historic timeline that showcases the company’s 95-year history, 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. “This book is of interest not only to those of us who remember Reed Brothers Dodge, but to others who wish to get to know Rockville as it was before they arrived”, said Jane C. Sween, former librarian at the Montgomery County Historical Society.
The author puts the former Dodge dealership in perspective by demonstrating that the dealerships influence continues to this day on the site of its former location, now the Bainbridge Shady Grove Metro Apartments. “Honoring the rich historical legacy of this site was extremely important to us,” said Tom Keady, President & Chief Executive Officer of The Bainbridge Companies. “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.”
Blog creator and book author, Jeanne Gartner, received the 2016 Arthur M. Wagman Award for Historic Preservation Communication from Peerless Rockville for documenting the history of Reed Brothers Dodge in both blog and book format. This distinguished honor recognizes outstanding achievement by writers, educators, and historians whose work has heightened public awareness of Rockville’s architectural and cultural heritage, growth and development. The book is an “exemplary effort to inform, establishing a virtual commemoration of a landmark, which lacks surviving tangible form”, noted Peerless Rockville.
The book “Portrait Of An Automobile Dealer, Third Edition” is available through Blurb.com print-on-demand bookstore. If you would like to check out the hard copy book or purchase a copy, please visit: http://www.blurb.com/b/8514165-portrait-of-an-automobile-dealer-third-edition
As a special thank you to all the readers of this blog, this book has been placed online for everyone to enjoy for free. A complimentary eBook available for Amazon Kindle Fire, Apple iPad, Android devices, and Mac or PC computers is also available through Blurb: http://www.blurb.com/b/8514165-portrait-of-an-automobile-dealer-third-edition?ebook=653481
Note: It’s worth noting that Print-On-Demand (POD) books, are usually more expensive per copy than a book printed via offset printing. That’s because offset printing (the method used for most mass-produced books found in bookstores) requires a minimum order of 500-1,000 copies. Print on demand, on the other hand, needs only a minimum order of one copy. The smaller scale and different workflow results in a higher cost per book, since the books are only printed when they are ordered. This book is not marked up for profit; but sold at base price.
Circa 1920s: Rockville Fairground Ferris Wheel
Forget Valentine’s, Happy Ferris Wheel Day!
Did you know that February 14th is not only Valentine’s Day, but also Ferris Wheel Day? This unofficial national holiday is held on this day to honor the birth of the inventor of the Ferris Wheel, George Washington Gale Ferris, Jr. What better way to celebrate Ferris Wheel Day than enjoying this old photograph of the Ferris Wheel taken at the Rockville Fairgrounds, courtesy of Lewis Reed. The fairgrounds were just outside Rockville, about where Richard Montgomery High School is today. The Fair lasted four days, from August 21st to the 24th, and drew visitors from local counties, Washington, and Baltimore.
For the singles and the “enough already with the Valentines”, here is your perfect alternative excuse. Go wish all your friends and family a Happy Ferris Wheel Day!
A Different Way of Selling Cars
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. The benefit of an actual conversation is that it builds engagement, which ultimately builds a relationship between the salesman and the customer. Engagement fosters relationships, which build trust.
Selling cars in the 40’s and 50’s was very different than what it is today. Growing up in the car business, one of my favorite things to do as a kid was to go to the dealership with my grandfather on weekends. My grandfather was always on the showroom floor or walking around the dealership talking with customers and the employees. What I didn’t know at the time, was that by being accessible and not spending a lot of time in his office behind a desk, he was actually building rapport and trust with his customers and employees.
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 dickering about a car. But it was all cautious, deliberate and very polite.
In the those days, it was unheard of for a salesman to spend the whole day in the showroom. There were no salesman’s desks in the Reed Brothers 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.
Happy Birthday Lewis Reed! Founder of Reed Brothers Dodge
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.
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 1921.
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 training at the Pierce Arrow factory at Buffalo, New York, the Dodge and Hudson factories at Detroit 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.
Blog Author Honored With Peerless Rockville Wagman Award
Peerless Rockville recognized Jeanne Gartner, the author of this blog, with the 2016 Peerless Rockville Wagman Award for Historic Preservation Communication. This distinguished honor recognizes outstanding achievement by writers, educators, historians, visual and performing artists, and members of the press and broadcast media whose work has heightened public awareness of Rockville’s architectural and cultural heritage, growth and development. Instituted in 2001, the award is named for Arthur M. Wagman, a founder of Peerless Rockville and its attorney for the first thirty years. The award was presented on Friday, November 18 at Glenview Mansion, one of Rockville’s most beautiful historic properties.
This marks the 37th year that Peerless has presented awards to acknowledge contributions to Rockville’s architectural, and environmental heritage. In that time Peerless has honored nearly 200 individuals and groups for preservation work, quality design and new construction, educational programs, and other projects that contribute to the City’s character and vitality.
It’s hard to put into words just how special it is for me to receive such prestigious recognition. Although my name is on the award, none of the reasons for winning this award for would be possible without my grandfather, Lewis Reed. This award is for him.
Peerless Rockville, a nonprofit organization dedicated to the preservation of Rockville’s heritage, honored several other organizations and individuals who have made outstanding contributions to Rockville’s historic and/or architectural character.










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