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In 1950, Reed Brothers Dodge celebrated their 35th Anniversary. Since October 1918, when Lewis Reed purchased the business from the Warfields, the business had steadily grown to support more than twenty employees.
From the Montgomery County Sentinel, April 27, 1950:
"Edgar and Lewis Reed are celebrating their 35th Anniversary as Dodge dealers in the State. Since 1915, when Lewis Reed purchased the business from his associates, the Warfield Brothers, and 1919 when Edgar joined him as partner, the brothers have been serving the automobile public in Montgomery County and vicinity.
From the original building, which contained about 1800 square feet of floor space, the establishment has grown until today there is approximately 2800 square feet in use. Even after this great expansion it is found that more space is needed, the brothers say.
In 1930 the Plymouth line was added and soon afterwards Dodge Job-rated trucks. With this line of vehicles, Reed Brothers have found that they have been able to meet the needs of thousands of people. Along with the sales of automobiles they have a modern service shop with factory-trained mechanics who have full knowledge of automobile needs and how to take care of them.
Edgar Reed has been associated with the management and sales end of the business, Lewis Reed has kept in close contact with the shop and service portion. Due to ill health, which has kept Edgar Reed from his desk, Arthur L. Watkins, Jr., has assumed the duties of sales manager. With a force of twenty-two men to handle the problems of the new car owners, Reed Brothers assure their patrons highest type of service.”
1950s Personnel
Employees of Reed Brothers enjoyed their annual dinner party held at the establishment on Monday, January 8, 1951. A complete course fried chicken dinner was served after which the men enjoyed cards and other entertainment. Edgar Reed, one of the owners, was unable to attend because of illness. Other employees absent at the party were Garnet Howard, Buck Whipp, and Eugene Green. Reed Brothers had served Rockville and the county for 35 years and several of their employees had been with them since 1918.
Shown above left to right:
First Row—Lester Wilson, Shop Foreman; Alfred Fraley, who has been with the company for about 30 years; Lewis Reed, Co-owner; Leo C. Murray, Parts Manager; Arthur L. Watkins, Jr., Sales Manager; E. Lee Gartner, Office Manager.
Second Row—Warren Belcher, C.K. Burdette, Conway Wilson, Manning Howard, Phillip Vetter, Guy Merry, Archie Talbert, Robert Wright, Marvin Shultz, George Waters, John Burdette.
Third Row—Lloyd McElroy, Nathan Howard, Kelsel Day.
The End of an Era...
The articles above make reference to Edgar's ill health, which unfortunately took his life within a year or so. Edgar Reed passed away in October 1951, only six months after he and his wife had moved into a new home on S. VanBuren Street. He had been in partnership with his brother Lewis for 35 years, and a deeply valued member of the Rockville community, serving for many years with the Volunteer Fire Department, the Rotary Club, the Chamber of Commerce, the Municipal League, and the Town Council.
As a result of Edgar's death, the partnership known as Reed Brothers became "Reed Brothers, Inc." in 1952. Lewis Reed became President of the new corporation; Arthur L. Watkins served as Vice President and Sales Manager; while Ernest Lee Gartner served as Secretary-Treasurer and General Manager. In addition to its officers, the dealership employed twenty-one people to assist in the operation of the business, including six factory-trained mechanics in their fully equipped shop. Three of their employees had been with Reed Brothers since 1917, and many others had a long record of employment with the company, such as Shop Foreman Lester Wilson, who had been with the business since 1918.
Reconstruction of Gulf Gas Station, 1953
Due to rerouting and expansion of Route 240, Reed Brothers began an extensive remodeling program in 1953, involving a sizable addition to their service shop, as well as enlarging the showroom area and incorporating the parts department. Two-thirds of the original construction at the junction of then Route 240 and Veirs Mill Road was razed, and a more modern Gulf Service Station replaced it. The following photos were taken BEFORE demolition, DURING demolition, and AFTER reconstruction of the Gulf Gasoline station.
BEFORE:
The entire front section of the 1941 building is slated for demolition, including the pillar-supported canopy out front as well as the rest of the white-painted building behind it.
View the demolition of the 1939 Gulf Station below (use the arrows to navigate through the slideshow)
AFTER:
The office/sales area occupied the right corner, facing the adjacent road Rockville Pike. Attached to the office were two quick service bays with roll-down doors. Each of the bays served a specific purpose. One bay contained a hydraulic lift to raise cars for the servicing of tires, lubrication, and underside parts. A central in-floor drain to catch water runoff during car washes was a feature in the second bay. The station also contained a men’s and women’s restroom. A concrete ramp on the left led up to the second floor Auto Glass and Body Repair Shop.
More views from the finished construction. The famous Gulf “ice box” design (now featured at the front of Reed Brothers new station) dates back to the late 1930’s, and there were probably more of these built than any single one of the later Gulf designs.
The new space opened in June of 1953.
From the Sentinel, June 4, 1953:
"Reed Brothers, second oldest Dodge dealer, which has been serving the county for 38 years, is moving from its present location at the point of the Veirs Mill Road, Route 240 triangle in Rockville to a modernized location nearby at 608 East Montgomery Avenue. Open House will be held June 13 from 6p.m. to enable residents to view the new structure.
The automobile firm will have greatly enlarged quarters in the new location, with increased floor space for the new car department and the repair department. A completely new parts department and a modern service department where the tradition of service that has been built up by this firm through the years will be carried on, and if possible, improved.
The service department will be completely equipped with parts for all Chrysler-made cars and will have facilities for repair of all makes of cars. The paint and body shop will be one of the best equipped in the area and the glass department will be prepared to install any or all automobile glass and also to prepare custom cut glass for any other use."
Reed Brothers 50th Anniversary, 1965
HONORING 50-YEAR DEALERS - A double cake-cutting ceremony at the Washington Hilton Hotel, Washington, D.C., was part of the special 50th anniversary celebration honoring two Dodge dealers: C.C. Wine, founder of Wine Brothers, Harrisonburg, Virginia, and Lewis Reed, founder of Reed Brothers, Inc., of Rockville, Maryland. Both men, who received their franchises in 1915 from the Dodge Brothers - John and Horace Dodge - were awarded gold plaques for "a half-century of dependability in sales and service." The presentation was made by Ray Cox, Washington regional sales manager.
HONORING FRIENDS AND COLLEAGUES- In addition to a formal ceremony held at the Washington Hilton Hotel in Washington DC, the Reeds celebrated the milestone at the Gartner home with family, close friends, and business associates.
Above: Lewis & Ethelene Reed cutting cake
Below: Cake inscription reads: "Reed Brothers Dodge Sets the Pace!! 1914-1965"
L-R: James Gartner (Salesman), George Ward (Bookkeeper), Mrs. James Gartner, Mrs. Dale Reed, Dale Reed (Salesman), Marvin Shultz (Salesman)
L-R: Ethelene Reed, Lewis Reed, Mrs. George Ward
Inside the Service Department
The photo of the inside of Reed Brothers Dodge service area was taken in the 1960s. Along the back wall was the entrance to the new car showroom, parts counter and the cashier’s window. The new car showroom and service department were connected by large double doors, which was how new cars were moved in and out of the showroom. Above the cashier’s window was a small door that opened into the parts department storage area for the stock of Goodyear tires. The roof was supported by steel trusses, which kept the entire floor free of pillars and made the movement of cars easier. Most of the light for the area was provided by skylights and windows.
...and the Beginning of a Legacy
Never one to spend any time in his office with the door closed, Lewis Reed was usually found out on the showroom floor or walking around visiting the various departments. He was always available to sit for hours with a customer and talk about local sports teams, the weather, or family-- and maybe never mention an automobile. But the customer would come back, maybe talk a second day...and on the third day, they would get around to talking about a car. It was all cautious, deliberate, and very polite. Instead of working alone at a desk, Lewis was visible and accessible, constantly building a rapport and a foundation of trust with both his customers and his employees.
Lewis Reed had a simple business philosophy: “Treat your customer as your friend and always do what you promise.” He stood by that philosophy and exemplified it in every aspect of his life and career.
Lewis Reed in a conversation, c.1956
Lewis Reed in the new car showroom, 1965
Lewis Reed in the Parts Dept, ca. 1965
Lewis Reed, founder of Reed Brothers, passed away on January 28, 1967, at the age of 79. Only ten days later, the Senate of Maryland passed SENATE RESOLUTION NO. 10 honoring his life and achievements. The resolution was sponsored by Senator Thomas M. Anderson, Jr. and Senator Louise Gore.
Leadership of Reed's business was passed to his son-in-law Lee Gartner, who continued as Dealer Principal/President. Reed Brothers Dodge was now a second-generation automobile dealer.
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