Embedded Files
During this period, Reed Brothers sold many newly-introduced Dodge vehicles, including the Viper, an iconic sports car that solidified Dodge’s reputation as a purveyor of high-performance vehicles during the era. And oddly enough, the 90s seemed to be the decade of "red" cars.
75th Anniversary, 1990
Express, January 9, 1991
Lee Gartner (right) receives 75th Anniversary plaque from Chrysler
The Gartner Family – 2nd and 3rd generation owners, taken at the 75th Anniversary Open House at the dealership.
from left: Barry Gartner, Suzanne Gartner, Bonnie (Gartner) Adams, Mary Jane (Reed) Gartner, Jeanne Gartner, Lee Gartner, Sue Gartner, and Rick Gartner. Thomas Adams, front.
Mopar Muscle Club at Reed Brothers Dodge, 1990
As part of the dealership's 75th Anniversary celebration, Reed Brothers Dodge and Mopar Muscle Club International hosted the “MOPARS PAST & PRESENT” car show at the dealership.
Walking through the lot revealed the variety of muscle cars and engine combinations produced by Chrysler. The ultimate Mopar muscle cars are powered by the notorious Hemi engine, and at this event there were many fine examples on display. Cars were parked hoods up, with their engines showcased for all to explore and enjoy.
From the '60s into the early 70s, Chrysler built their performance image by offering some of the hottest muscle cars ever produced. And today, many of those legendary cars are still around—thanks to the many dedicated Mopar enthusiasts.
Explore the cars! (Use arrows to navigate through the slideshow)
In 1993, when Lee Gartner retired and became Chairman of the Board, Richard was designated as President/Dealer Principal and Barry served as Vice President/General Manager, making Reed Brothers Dodge a third-generation dealer.
Friday Auto Report: The Journal, April 22, 1994
Chrysler “Five Star” Dealership Award (1997)
Reed Brothers Service Department had always been highly rated, so when Chrysler instituted the Five-Star designation for its elite dealers in 1997, Reed Brothers Dodge immediately received its five stars.
The Five-Star designation was the highest recognition Chrysler could award a dealership for excellence in customer service. Reed Brothers maintained that rating for as long as they were a Dodge dealer.
When the Washington Center for the Study of Services investigated 400 automobile repair facilities to recommend the best in the area, using as its criteria both quality of service and price, Reed Brothers Dodge was one of the few dealers recommended for service by the Center. Over the years, Reed Brothers added numerous awards to their credit including AAA rating by Washington Consumer Checkbook publication that rates top service and body shops and many other Chrysler dealer awards.
Sale of Chrysler to Daimler
In 1998, Daimler acquired Chrysler in a stock swap for $26 billion. Under DaimlerChrysler, the company was named "DaimlerChrysler Motors Company LLC," with its U.S. operations generally called the “Chrysler Group”. Plagued with slumping sales and quality issues, Chrysler tried to restructure its way to profitability after a $680 million loss. Reed Brothers survived this setback as well.
Below: the continued popularity of the Dodge Caravan kept sales strong for Reed Brothers during the 90s.
Renovation & Expansion
In 1998, to support business growth and service goals, Reed Brothers underwent an extensive $1M renovation and expansion that included state-of-the-art improvements in both sales and service. The building’s footprint was enlarged 10,000 square feet, adding eleven new service bays to the rear of the building. Other improvements included an expansion of the body shop that allowed for the separation of the paint and repair areas, and the addition of a new employee lunchroom on a mezzanine floor above the body shop office.
The project also included a new exterior facade and rear parking lot to accommodate up to 100 vehicles at a time. Dealerships have traditionally focused solely on sales growth. This investment represented that growth, but it also gave better support to customers for the life of their vehicle. The dealership remained open and fully operational throughout the entire renovation process.
Take a tour of the new facilities! (Use arrows to navigate through each slideshow)
Showroom Renovation
In the showroom, new tile flooring, energy-efficient lighting, sales cubicles with new furniture, and an expanded customer lounge were all part of the improvements.
Body Shop Expansion
Service Department Expansion
85th Anniversary, 2000
Text extracted from this article by Ellen R. Cohen (Gazette, 2000)
"[Lee] Gartner knows a great deal of history associated with Reed Brothers Dodge, purported to be the oldest Dodge dealership in the United States with the same family management. Now in its 85th year, the company was franchised as a Dodge dealership in 1915.
Agreeing that times and methods have changed radically, Gartner said, 'the biggest change has been the consumer. The consumer today is king, and if you don't treat him as a king, you're not with it. Customers today demand satisfaction, and they get harder to satisfy with more knowledge.'
Where does Gartner see the company headed in the future? 'You'll have to talk to my children about that,' he said."
90th Anniversary, 2005
Five years later, Reed Brothers Dodge celebrated their 90th Anniversary with Chrysler, and received a commemorative plaque from DaimlerChrysler in recognition of the milestone. For any family business to make it 90 years and three generations is akin to Olympic Gold. They also produced a commemorative brochure to celebrate their history and numerous accomplishments.
Read the historical booklet here (use the arrows to navigate the document)
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