REO Truck Brand Revived for Affordable, Gas-Powered Pickup
Translated & summarized from Calcalist by baba
The historic REO truck brand is being revived by Texas investor Zack de Bernardi to produce affordable, gasoline-powered pickup trucks, aiming to fill a market gap left by expensive new models. REO trucks, which have a legacy of service in Israel and the U.S. military, will be smaller and simpler than current offerings, with a single-cab model expected to cost around $21,000. Designer Frank Stephenson is involved in styling the new trucks, which are slated for production to begin in 2029.
The story in 5 lines · by baba
- Historic REO truck brand revived for affordable, gasoline-powered pickups.
- New REO trucks aim for a starting price of $21,000, significantly undercutting competitors.
- REO trucks have a legacy of service in Israel and the U.S. military.
- Designer Frank Stephenson is styling the new, smaller, and simpler truck models.
- Production of the new REO trucks is planned to commence in 2029.
The American pickup truck market, traditionally dominated by Ford, Chevrolet, and Ram, is seeing a new entrant aiming to disrupt the status quo. REO, a historic American automotive brand known for its trucks that served in the IDF, is being revived by Texas real estate investor Zack de Bernardi. Unlike the trend towards electric pickups, REO plans to launch affordable, gasoline-powered trucks, targeting a price point around $21,000 for a single-cab model. This strategy addresses a gap in the market, as new gasoline trucks from major manufacturers like Ford and Toyota typically start around $40,000 and $34,000 respectively, often with basic features.
REO's revival is rooted in its historical significance. Founded by Ransom E. Olds, the company was a pioneer in truck manufacturing, producing vehicles that were instrumental in building early Jewish settlements and later served in the U.S. military, including in Israel during the Six-Day War and the Yom Kippur War, and most recently during the Iron Swords War. The original REO company went bankrupt in 1975, but de Bernardi acquired the brand rights with the intention of recreating its legacy of accessible and functional trucks.
The new REO trucks are envisioned as smaller, simpler alternatives to today's oversized and technologically advanced pickups. Designer Frank Stephenson, known for his work on the Fiat 500, has been enlisted to style the new models, which are expected to include single-cab, double-cab, and SUV variants. These trucks will be approximately 180 inches long, comparable to a Mazda 3, and will feature a basic four-cylinder gasoline engine without a turbo, paired with either a manual or automatic transmission. The company aims for a robust engine lifespan of around 500,000 miles and is embracing a "build-to-order" philosophy, allowing customers to suggest future accessories and even install larger engines from other manufacturers.
REO aims to capture a market segment that values affordability and utility over luxury and advanced features. The company plans to begin production in 2029, with initial sketches and shadowed images already released. The success of this venture will depend on whether the market is ready for a no-frills, gasoline-powered truck at a significantly lower price point, echoing the early success of Japanese manufacturers in the U.S. market during the 1970s.