7 Years, 296 Posts & Thank You
Today marks the 7-year anniversary of this blog. It’s been an honor to share the history of Reed Brothers Dodge – whether you’ve read our blog, followed us on Twitter, or “liked” us on Facebook. I would like to thank those mentioned below, and many others, for their kind words and the visibility they have provided.
To help review the past year I thought I’d search around on the Internet and see what others have been saying about us.
Included among the posts on our Facebook page:
“I love pictures, especially the old ones. People, places and things…the pictures bring such cool history and personal ones, the fond memories.
Online and in print:
Antique Motorcycle Club of America, Forum: “Reed Brothers was a pretty important local business owners in my area. The Reed Brothers, shown in the photo attached, are the two center riders with touring caps and ties started a garage in Rockville in 1915 and received a Dodge Motors contract to sell and service the new automobile….. Lewis was a pretty extraordinary amateur photographer.”
Meadow Brook Hall: For the second year, to show support to preserving the Dodge legacy, the author of this blog has “adopted” a Dodge car — a 1915 Dodge Brothers Touring Car — one of the historic vehicles in the Meadow Brook Hall Dodge Brothers automobile collection. Meadow Brook Hall in Rochester Hills, Michigan was the estate of one of the world’s wealthiest and influential women of her time, Matilda Dodge Wilson. Matilda was the wife of John F. Dodge, co-founder of the Dodge Brothers Motor Car Company.
Photo courtesy of Meadow Brook Hall
The inscription on the Adoption Certificate reads:
adopted by Jeanne Gartner in memory of her grandfather, Lewis Reed, who founded Reed Brothers Dodge in Rockville, Maryland in October 1915.
The vehicle was adopted for a period of one year, beginning November 14, 2018 through November 13, 2019 (November 14 is the anniversary of the day John and Horace Dodge revealed their first car in 1914). The adoption will help Meadow Brook make necessary repairs, provide preventative maintenance and pay insurance for the Depot Hack, ensuring it’s there to inspire, educate and “drive” this and future generations. Lewis Reed is a perfect and most fitting parent.
“Just A Car Guy”: It’s pretty cool to see a well-known car blog like “Just A Car Guy” has noticed our history blog and has been sending visitors our way via a link on their page under, “Sites I recommend for their quality”: Reed Brothers Dodge History. I am proud and honored to be regarded among these terrific automotive websites.
On National Television!
- Lewis Reed Photo Featured on Maryland Public Television (MPT): Lewis Reed’s aerial photograph of entire original Reed Brothers Dodge dealership at the intersection of Veirs Mill Road and Rockville Pike was used in the Maryland Farm & Harvest series which was aired on December 18, 2018 at 7:00 pm on MPT. The photo illustrated what Rockville Pike looked like at the time, during a segment about 97-year-old farmer Charles Koiner who grew up in the Rockville area.
Screen shot of credits from Maryland Farm & Harvest video on MPT
- Lewis Reed Photo on Discovery’s Science Channel, Impossible Engineering: A Lewis Reed’s photo from the 1923 Rockville Fair Auto Races was a part of the Episode 4 ‘London Array’ Series of Impossible Engineering that was broadcast on Thursday, January 24, 2019 on Discovery’s Science Channel. The photograph was used on the program that featured a segment on the development of the race car.
Lewis Reed’s photo extracted from the Science Channel Impossible Engineering DVD
Last, but certainly not least, many thanks to all of you who have visited, followed, shared, or commented on this blog. I appreciate all of you for your continued support and making Reed Brothers Dodge History one of the places you visit during the course of your day.
Then & Now: Thomas & Co. Cannery in Gaithersburg
“Then and Now” photos are an excellent way to explore the passage of time. In this special post, I have combined one of Lewis Reed’s original photograph’s for “then” and matched it with a corresponding contemporary shot for “now”. Taken approximately 100 years apart, these photos show the Thomas and Company Cannery in Gaithersburg, then and now.
Thomas & Company Cannery (THEN): The largest and longest-lived cannery in Montgomery County, the Thomas and Company Cannery operated from 1917 until 1962. While Baltimore had been the center of the canning industry in the 19th century, the outbreak of World War I created a need to rationalize. Frank and Clyde Thomas were leaders in the 20th century canning industry in Maryland. In 1917, the Thomas family opened a cannery in Gaithersburg, the first in Montgomery County. The factory was the focus of local industry and economy, providing an important market for farmers, and employment for local migrant workers.
The factory canned peas, pumpkin and corn, supplied both the local retail market and the war effort during WW I and II. During the war years, the cannery expanded operations and functioned on a three shift schedule to provide vegetables for shipment to troops. After the war, the cannery continued to produce vegetables under the brand names MY-T-NICE, EVER-GOOD, BARBARA FRITCHIE and ON-TOP corn, peas and succotash.
Built along the B & O Railroad to facilitate shipping, the brick cannery had three main parts: the central processing station, the shipping section and boiler plant. The cannery was designated a Gaithersburg landmark in 1987.
Circa 1917 photo taken behind the Thomas and Company Cannery in Gaithersburg. The Cannery was the first and largest vegetable cannery in Montgomery County. It closed in 1963 after fire damage and lay empty until its recent restoration. Photo by Lewis Reed.
Thomas & Company Cannery (NOW): The building saw various uses after the closing of the Cannery, but then lay empty until its recent restoration for office and commercial use.
Source: Maryland Historical Trust
How Old Cars Were Heated
LaidLaw Motor Robes, The Evening Star, Washington, D.C. December 11, 1923
Nobody really thinks about it today. If your car is too cold, then simply switch on the “heater” and soon your car will be warm. However, it wasn’t always that way. What passengers did back then, in the early days of motoring, was bundle up as if one was outdoors. This meant heavy clothing, winter gloves and snow boots. It wasn’t long, however, before car makers realized that a few comforts, like heat in the passenger compartment, or even some type of heated seating, would help sell cars.
Circa 1920 Hudson Six with Maryland Dealer License Plate No. 618 on front. Photo by Lewis Reed
In order for occupants of early 1920’s cars to remain warm during the cold winter months, especially when it was snowing, it was necessary for them to dress warmly and cover themselves with blankets. Note the car in the photo below is mostly open-bodied, with no windows and certainly no heat. Tire chains are on the rear tires. I cannot say with any certainty, but I believe it is Lewis Reed’s car with his wife and baby daughter, Mary Jane, sitting inside all bundled up.
Buffalo Zoo Bear Pits, Buffalo, New York, ca. early 1920s. Photo by Lewis Reed.
While this had been the accepted way to do things for centuries, it did not take long for automotive engineers to realize that heat from the car engine could also be used to warm the interior of the vehicle. Heaters became standard equipment on the more expensive cars and over time they were fitted to most cars. You could buy and fit after market car heaters to suit cheaper cars like the Fords and Chevrolets.
There weren’t heaters in these old cars, so motorists had to really bundle up. Photo by Lewis Reed
Below are some advertisements from an Automotive magazine of 1922 that show the two different ways motorists used to keep warm – the rug and the heater.
LAIDLAW MOTOR ROBES
An essential appointment in your own car. A seasonable gift for a friend.
BEAUTIFUL AND COMFORTABLE
You have your car insured against every possible contingency of accident, fire, theft, etc.,—but how about its occupants– can you guarantee their comfort against winter’s storm and cold?
LAIDLAW MOTOR ROBES are COLD INSURANCE, you pay no premiums on their price, yet you receive protection of warmth, comfort and luxury.
LAIDLAW MOTOR ROBES are made in an infinite variety of color and fabric, lined or not, as you wish. Monogrammed at but slight additional cost. Prices exceptionally low. Quality exceptionally high. Order now for holiday gifts.
Comfortable Driving at Zero!
THE KINGSTON CAR HEATER stands between you and the coldest wind that blows. It is a heater that keeps your car warm at zero weather, that warms the car with pure, fresh air, that can be instantly adjusted to meet your wants, that is beautifully and substantially built — an ornament to any car.
Note the new low price
DEALERS everywhere should order their stock of Kingston Heaters at once. Last year when cold weather came the demand was so great that some orders were delayed. This year, with greatly increased production, with a finer heater, and with the new low price the sales of Kingston Heaters will break all records.
FORD Model Complete $3.75
Chevrolet, Overland, Dodge $5.00
Then & Now: Cherry Blossoms on the Tidal Basin
Time passes, but the cherry blossoms always come back. Seeing the cherry blossoms is a time-honored D.C. tradition that dates back to 1912, when Tokyo gifted 3,020 cherry trees to the U.S. in an act of friendship. While many of the original trees have been replaced, the Tidal Basin’s beauty has persisted for more than a century. Each spring, more than 1.5 million visitors descend upon Washington, D.C. each year to admire the 3,000-plus trees. The three-week-long National Cherry Blossom Festival, which runs from March 20 – April 14, 2019, is full of events that honor both American and Japanese cultures and represents a close bond forged between the two countries that began with Tokyo Mayor Yukio Ozaki’s gift of the trees back in 1912.
Here’s a great “then and now” comparison shot of the Cherry Blossoms on the Tidal Basin in Washington, D.C. from the 1930s and 2019.
Cherry Blossoms on the Tidal Basin (THEN): From Lewis Reed’s collection of photographs. Cherry blossoms in bloom along the Tidal Basin, circa 1930s with my mother, Mary Jane (Reed) Gartner.
Cherry blossoms in bloom along the Tidal Basin with my mother, Mary Jane (Reed) Gartner. Photo by Lewis Reed, ca. 1930s
Cherry Blossoms on the Tidal Basin (NOW): The “now” photo is a google image of approximately the same location… some 80 years later. According to the National Park Service, the 2019 cherry blossom peak bloom period began on April 1. The best viewing of the cherry blossom trees typically lasts four to seven days after peak bloom begins, but the blossoms can last for up to two weeks under ideal conditions.
Cherry blossoms in bloom along the Tidal Basin today.
Fun facts about Washington, DC’s cherry blossoms
- The first donation of 2,000 trees, received in 1910, was burned on orders from President William Howard Taft. Insects and disease had infested the gift, but after hearing about the plight of the first batch, the Japanese mayor sent another 3,020 trees to DC two years later.
- The first two trees were planted on the north bank of Tidal Basin in March 1912, and they still stand today. You can see them at the end of 17th Street Southwest, marked by a large plaque.
- It’s against the law to pick the cherry blossoms in Washington DC. While there aren’t any subtle wire fences or stern security guards like in a museum, any attempts to create your own corsage may very well land you a fine.
- The majority of the cherry blossom trees around the Tidal Basin are of the Yoshino variety. But another species, the Kwanzan, usually blooms two weeks after the Yoshino trees, giving visitors a second chance to catch the blossoms.
- The average lifespan of a cherry blossom tree is only 20 to 30 years, but nearly 100 of the original trees from 1912 still thrive at the Tidal Basin due to the maintenance of the National Park Service.
- No, they’re not all from 1912, reinforcements are sometimes necessary. New trees have been regularly planted, including in 1965, the late 1980s, 1999 and from 2002 to 2006, according to the NPS.
Iconic Advertising Slogans by Dodge
Like any major business that’s been around throughout the evolution of television advertising, Dodge has been on the point of many trends and gimmicks over the decades. At the same time, they’ve also set an advertising tone that challenges other manufacturers to try and keep up. Whether you’re a young buck or an ol’ timer, you’re bound to remember at least a few of these Dodge advertising slogans over the past five decades.
Through the years the ads have definitely improved from a timeless, artistic aspect; however the older ads definitely transport you back to a simpler time, both in the car world and in American history.
1. Dependability, The Dependables. (1920s–1967)
Capitalizing on their reputation, the Dodge Brothers used their name, “Dodge Brothers” followed by “Reliable, Dependable, Sound” to market their products. Devoted Dodge customers raved about the rugged construction, quality, and power of their vehicles. Buyers consistently commented that this was a car that could be depended upon. In a Dodge marketing stroke of genius, Theodore MacManus coined the word “dependability.” Dodge was using the term in advertising from around 1914, and by the 1930’s, the word was appearing in dictionaries, and soon found its way into common, everyday usage.
2. Dodge Fever. (1968–1969)
It was the fall of 1967, and for the 1968 model year, Dodge introduced the all-new second-generation Charger that was an instant hit with car buyers and would eventually become an iconic symbol of the muscle car era. In 1968, Dodge started the successful Dodge Fever campaign. A prospective buyer could check off the desired performance options when ordering a new Dodge, work out the terms for a manageable down payment and monthly installments, and drive out with one of the bumblebee striped Dodges. If a twin tail striped Charger R/T was purchased, the new owner now owned one of the “five from the hive” Dodges, which included the Swinger 340, Dart 340 GTS, Coronet R/T, Super Bee, and the Charger R/T. Picking up one of these Dodges authorized the owner to “Run with the Dodge Scat Pack,” which was always a cure for the fever.
3. Dodge White Hat Specials (late 1960s)
Banking on the height of the popular spaghetti westerns of the late 1960′s, Dodge launched the 1969 “White Hat Special” editions of their lineup. Named after the old Roy Rodgers maxim that, “The good guys wore the white hats,” the White Hat Specials were more about the look and comfort than say, the more performance heavy R/T packages. Vinyl tops, seats, light packages, wheel covers, and remote-controlled side-view mirrors were par for the course. The White Hat Special package was also made available on Darts, Polaras, and Coronets in addition to the sporty Chargers.
4. You Could be Dodge Material. (1970–1971)
Advertising has changed a lot over the years, but it doesn’t even feel like too long ago that this commercial for the 1970 Dodge Charger 500 was airing on the networks. Nowadays, though, a spot like this ends up being more hilarious than most of the ads that are intentionally funny. In this spot, you can see for yourself just how attractive the 1970 Dodge Charger really was. So much so that it could change your whole image, therefore causing you to leave your lady stranded on the beach.
5. That Thing Gotta Hemi?
The actor Jon Reep launched his career by uttering, “That thing got a Hemi?” in a Dodge Ram television ad. In the video, we see two scuzzy dudes in a scuzzy Plymouth Duster. They stop at a light and find themselves next to a gleaming Dodge Ram pickup—which in turn tows behind it a gorgeous, vintage Dodge Charger. The scuzzy passenger leans out of his window and asks, “Hey, that thing got a Hemi?” The Ram owner answers, “Yeah.” The scuzzy driver says, “Sweeeeeeeeeeeet,” and revs his engine. Cue green light. The pickup waxes the scuzzmobile. At the next light, the Ram driver turns to the Plymouth. “Did you mean the Charger?” he asks. ” ‘Cause, you know that’s got a Hemi, too.”
6. An American Revolution. (1982–1989)
If George Washington drove back in the 1700s, he would be driving a Dodge Challenger. At least that’s what a new commercial wants you to think. A running commercial for the Challenger, which debuted during the World Cup, shows Washington scaring off the Redcoats in the muscle car, effectively winning the American Revolution.
7. The Pride is Back (1980)
Lee Iacocca saves Chrysler. Reeling from the combined effects of a recession and a global energy crisis, in 1979 Chrysler was forced to seek government loan guarantees. Meanwhile, Chrysler chairman Lee Iacocca took the company’s case straight to the people in a series of television commercials. Looking straight into the camera, the legendary auto executive pitched the company’s new K-cars with total conviction, asserting, “America, if you can find a better car, buy it.”
Buyers took up Iacocca’s challenge, flocking to the showrooms to buy their own K-cars. Nearly one million Aries were sold (and another million Reliants), allowing Chrysler to pay off its loans a full seven years early. Soon Iacocca was back on the airwaves with another ad campaign. This one was called “The Pride Is Back.”
8. The New Dodge. (1992–2000)
In 1992, Dodge moved their performance orientation forward substantially with the Viper and all Dodge cars and trucks were shown in bright red ads. This was the first step in what was marketed as “The New Dodge”, which was an aggressive advertising campaign with a litany of new models, with television ads that pointed out the innovations in the vehicles and challenged their competitors.
9. Dodge. Different. (2000–2001)
“The New Dodge” signature was replaced by “Dodge Different”. Dodge found the way to success was to offer products that were bolder and more exciting than its competitors. In other words, by being different. It was the largest and most comprehensive print and television campaign in the company’s 85-year history.
10. Grab Life By The Horns. (2001–2007, mainly for Dodge truck market)
The slogan “Grab life by the horns” started appearing in Dodge commercials in 2001.
11. Grab life. (2007 – mid-June 2010, in Ram pickup truck ads)
The whole idea of ‘Grab Life’ as opposed to ‘Grab Life by the Horns’ kind of disenfranchises it from the Dodge Ram. The slogan shift was planned by Dodge to coincide with its car sales growth. The automaker is rolling out cars to circumvent the declining sales of pickups due to the volatile gasoline prices. If they cut off ‘by the horns,’ you’re less likely to think Ram and more likely to think maybe a Caliber or Avenger.
12. Never neutral. (2010–present)
The 2012 Dodge Charger advertisement called Never Neutral takes a swing at one of the major issues of the car industry: their tendency to take out driver involvement on the actual act of driving. The Never Neutral commercial says that the new model will always be an alternative to hands free driving, cars that park themselves, and to the unmanned car driven by a search engine company. In essence, the main point of Dodge’s new TV spot is to say that the 2012 Charger is a car made for driving, and for being driven in.
13. Guts. Glory. Ram. (2010–present, Ram Truck division)
“Guts. Glory. Ram,” with an old western theme—a perfect setting for what Ram suggests its brand portrays. Of course, the only forms of transportation back then consisted of horses, trains and wagons, but the spots foster the idea that if an automobile existed during these times of courageousness and survival, it would be the Ram pickup.
14. Wisdom (2014, commemorating Dodge’s 100-year anniversary )
In “Wisdom,” commemorating the century mark of the Dodge brand, a one-minute spot honored centenarians who laughed heartily and grinned big in front of the camera while handing out timely nuggets of wisdom on life and fast cars. “Live for now … Because life is good, you make it good.” Each person from the era when Dodge Brothers was still independent was identified by name and their birth year. The theme was simple but earnest: “You learn a lot in a hundred years … Here’s to the next hundred. Born Dodge.” So, here’s to putting the pedal to the metal … and never, ever forgetting where we came from. “Wisdom” was named 2015’s Automotive Ad of the Year during the 10th Nielsen Global Automotive Advertising Awards.
15. Born Dodge. (2014–present)
The Dodge car brand turned 100 years old in 2014. For this they released special 100th anniversary edition cars, re-designed the Charger and Challenger and released this epic commercial. Featuring timeless advice from people who’ve been around as long (or nearly as long) as the Dodge brand itself.
16. Domestic. Not Domesticated. (2016–present)
The tagline, “Domestic. Not Domesticated.” aims to capture the passion and attitude of Dodge. ‘Domestic. Not Domesticated.’ means that Dodge vehicles can handle grocery runs and recital pickups just as well as they can handle laps around the race track. You don’t have to sacrifice pleasure for practicality. You can have both.
Books
Related Resources
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 
Recent Comments