REO Trucks I4 4WD Pickup Truck Starts at $21,500 (reotrucks.com)
73 points by b_mc2 4 hours ago
temporallobe 3 hours ago
Would be nice to see actual pics instead of silly silhouettes. I am in the market for exactly this kind of truck (especially a manual) but this doesn’t inspire me to want to buy it.
AlotOfReading 2 hours ago
The company was started no earlier than December, according to the articles linked in another comment. Very real possibility that no pics or semi-finalized CAD design even exist yet at this point.
999900000999 43 minutes ago
It's basically an idea without enough funding to exist.
I don't think 25$ reservation slots are going to pay for a full assembly line.
8note 37 minutes ago
the hat claims that it was started in 1905?
AlotOfReading 19 minutes ago
coredog64 30 minutes ago
bellowsgulch an hour ago
Why are people designing such thoughtless websites?
margalabargala 30 minutes ago
On the other hand, perhaps it is just that the company here has presented in its totality all existing information about the vehicle in question.
convolvatron 3 hours ago
also no real mention of body construction or bed dimensions. nice to see a 2 door though I guess
agensaequivocum 3 hours ago
> Physical Controls Levers, rockers, and real analog gauges. One small screen for diagnostics and CarPlay — nothing more. No subscriptions. No feature locks. Ever.
> Right to Repair Every panel off in under five minutes with common tools. Plain-English diagnostics on a $30 scanner. A 20-year public parts catalog at fair prices. No parts-pairing — in writing.
I'm very excited about this and pray it is successful.
skippyfish 3 hours ago
My first reaction after seeing a website with vibecoded aesthetics was to wonder if this is even real, but apparently, it is - at least to the extent of getting some press coverage:
https://www.topgear.com/car-news/usa/startup-wants-build-sma...
https://www.roadandtrack.com/news/a71667299/reo-industries-r...
greggsy 3 hours ago
That cookies notice is awful
xbar an hour ago
What's the best cookies notice?
two_handfuls an hour ago
jm4 2 hours ago
Am I the only one around here who’s sick and tired of the bitching and moaning on every post about how something was vibe coded or written by AI? Without fail, someone complains and it shoots up to the top of the comments. It’s gotten ridiculous and it’s off topic.
The easiest thing for you to do is just not engage with the post if you don’t like it. You people don’t need to pollute the comment section for anyone else who’s actually interested.
Just about everything is vibe coded or written with AI these days. Assume that’s the default. Comments pointing it out or complaining about it is just noise.
tlack 2 hours ago
It seems like everyone is more worried about how something was made rather than what it is or whether or not the work is good on its own merit. Ironic from a group that is surely using AI tools in their own work.
IshKebab 2 hours ago
martinky24 2 hours ago
You could have simply just not engaged…? It’s no different. You’re doing a similar pollution!
The lack of self-awareness is baffling.
Rychard 2 hours ago
superb_dev an hour ago
Vibecoding your whole website is an indication of how seriously you’re taking a project. With how new this company is and how clearly this whole website was made with AI, how can you trust a single thing this website says about a product that barely exists? The AI probably just invented half of it
bruckie an hour ago
tclancy 43 minutes ago
thatcherc 3 hours ago
It's weird to see a new vehicle announced like this that's not an EV. I wonder what it's like launching a gas truck when new battery-powered trucks are looming in the distance (or already here).
herbst 3 hours ago
There are many great EV cars. But when you have a trailer or caravan we still talk about a heavily reduced range (and often they aren't allowed to pull at all, or weight limits get a problem, at least in Europe)
analog31 3 hours ago
The interesting thing in the US is that a lot of pickups, possibly most of them, are purchased for regular daily driving. None of the people I know with pickups have trailers.
csto12 3 hours ago
thegrim33 3 hours ago
skippyfish 3 hours ago
nonethewiser 3 hours ago
I was pleasantly surprised that it wasn’t an ev. Very aggressive price point for a new IC vehicle.
doodlebugging 28 minutes ago
I agree though I kinda wish it was a hybrid. Maybe down the line that will happen. The price point is a valid point and it ticks all our boxes - 4WD, manual transmission, not huge. I've priced out components for one of my trucks and $21500 is not gonna buy all of the running gear. I expect that none of this truck's drivetrain will use custom parts and that all of the critical drivetrain parts will come from existing supply lines for simplicity and ease of hitting their "repair in your driveway" messaging.
The guy is probably gauging interest through reservations and prepping his lie sheet (marketing data) to present to existing supply chain providers to try to earn discounts on volume orders.
I hope it all works. We will likely reserve one or maybe two. Our existing small truck, a 4WD Ford Ranger with manual transmission, is long in the tooth and I'm tired of dicking around with it.
fragmede 21 minutes ago
jmspring 3 hours ago
There is a market for it. Cheap. Good range on a tank. 4WD. I've got a 2016 Tacoma TRD Offroad. It's only got about 115k miles (bought it new). I'm not planning on replacing it - toyota hybrid numbers for their trucks suck and an in kind replacement would cost me almost 2x what I originally paid (yes new tech, blahblah). $35k in 2015, $70+k now. Gas isn't going away and rural areas (I've lived in a few) often don't have charging options.
zymhan 3 hours ago
Slate already has that covered.
stackghost 3 hours ago
I say this as someone who will be buying an EV as his next vehicle:
EV proponents have a strong propensity to gloss over the very real drawbacks of battery-only vehicles:
- Towing anything outside of charging infrastructure/away from the highway rest stops is not feasible because of the range reduction, which in USA/Canada is a major reason to buy an SUV/pickup. Why buy an electric vehicle that can't tow your boat to the lake where there's no charger?
- Mileage goes down in the summer and way down in the winter, because the battery packs need to be cooled/warmed.
- Mileage evaporates slowly, even when the vehicle is "off", making these vehicles fundamentally unsuitable for, again, going pretty much anywhere you can't plug it in. When I was a teen we used to take week-long canoe trips into Algonquin Park. Imagine trying to get the kids home from camping on Sunday afternoon, you're an hour's drive away from the nearest city but oops the battery pack is dead because it's been self-discharging and cooling itself the whole time you've been camping. No thanks.
- Venturing far away from the charging infrastructure (camping, rural road tripping, jobsites/camp) is risky. If you run out of gas in the middle of nowhere, you can get a ride into town, fill up a jerrycan with gas, and then extricate your vehicle. If your battery-only EV runs out of charge in the middle of nowhere, you are completely fucked.
EVs are great, and when my 2013 TDI finally quits I will likely purchase an EV, but they're just fundamentally unsuitable for some use cases.
binkHN 2 hours ago
You said it yourself, they're fundamentally suitable for most use cases. Yes, for the near future, there will be many use cases where gas is superior.
greenavocado 3 hours ago
My pickup truck burned 9 miles per gallon when I towed a 35 foot RV. Consider the energy flux and you'll quickly see how hopeless it would be to tow with a battery powered truck.
otterley 2 hours ago
Not everyone who owns a pickup tows with it. I wouldn’t be surprised if it was a minority of owners who do. Some just need them for hauling plywood, others because they like the aesthetics.
greenavocado an hour ago
roshannarma 2 hours ago
I await real details, currently this is just a promise with nothing to back it up. Would love competition in this space for light trucks, pressuring companies to build better vehicles that last, but this is atleast 3 years away
declan_roberts 3 hours ago
No dealer sales is such an enormous perk. We need this everywhere but of course there's too much incumbent vested interest to keep the status quo.
aaronbrethorst 3 hours ago
I’ll save my money for the 2030 Speedwagon.
iambateman 3 hours ago
Do I want to own one of these? No. I want my mechanic to be bored when I show up and need service…I guess that makes me a market laggard.
But I do love the pressure this (and Slate) puts on Toyota to restore some sanity to truck prices. There is a market of people who want reliable transportation without spending $40k++.
topspin an hour ago
I don't want a mechanic. I want something basic enough I can fix it.
REO marketing clearly reflects this. We'll have to wait and see if the actual product hits the mark.
serf an hour ago
the site almost sells you on a ford maverick
"Wow, the same style engine, a reputable dealership network, a hybrid system with battery, and a turbo charger for only another 7 grand?"
pudgywalsh 2 hours ago
Impressive that HN has already found 80 ways to complain about this, even though it's exactly what everyone claims to want: physical buttons, analogue controls, and no-nonsense CarPlay support.
The same CarPlay everyone says is a must-have deal-breaker, yet every major manufacturer is slowly eliminating or putting behind a paywall.
doodlebugging 22 minutes ago
Very true. This truck, if it ever exists in the promised form, ticks almost everyone's boxes. The one thing I would change would be the CarPlay offering. All I want in a vehicle is a DIN or double-DIN slot. I'll fill it with whatever I end up wanting. I don't need a radio or other entertainment device when I'm driving since that is the only time I really get to practice singing all the songs I thought I had learned over the years. I'm comfortable driving for hours singing to myself, inventing lyrics as I go or warbling my way through tunes I've mostly forgotten.
behole 2 hours ago
And an ICE. Snooze.
pudgywalsh 2 hours ago
EV pickups are a novelty.
Good luck replacing 800 proprietary battery cells yourself or attempting any kind of repair on contemporary iPads-with-wheels without mandatory specialized equipment and documentation.
binkHN 2 hours ago
I hate CarPlay; yet another dumbed down interface that's inextricably linked to a phone.
doodlebugging 14 minutes ago
I agree. The last thing I want in a dumbed down vehicle is a function that is tied to a smart phone. I know that many people use CarPlay but I think the best way to deal with music, etc in a new vehicle would be for the manufacturer to include suitable slots, like DIN slots, where the buyer can add their own preferred system any time in the future when it becomes useful to them. Just keep a list of popular options on hand that are available in pre-order so that those who want it can have it on day one instead of making everyone have it.
abtinf 3 hours ago
At some point, the leadership team had a conversation that went something like this:
CEO: “We’ve spent tens of millions of dollars designing, developing, and tooling up to bring a new truck to market at a competitive price. We’ve worked out the entire manufacturing supply chain and have contracts in place with numerous vendors. We’ve placed orders for the thousands of parts, and hired highly skilled labor, and have extensively planned to have the man, machines, and materials all in the same place at the same time to actually pull this off. We have the working capital loans in place to let us run these operations. All that remains is the marketing outreach.”
CMO: “Okay, got it boss. Let’s start with one of the most highly visible parts of the marketing plan that literally every customer will interact with because of our sales model. Our contract marketing agency says they can develop a fantastic site for $200k - they have a great portfolio that shows they can make exactly what we need.”
CFO: “Fuck that, I just asked Claude to vibe code a marketing landing page. Looks great. Ship it.”
raver1975 3 hours ago
The website is black on black, not easy for me to see at all.
lostlogin an hour ago
The truck photos are too.
bilsbie 3 hours ago
At this point the killer feature would be: privacy, control of your own vehicle, and repair ability.
Does it offer this? Wish someone would make that product.
BatFastard an hour ago
Pretty sure Slate offer exactly this.
pudgywalsh 3 hours ago
That's what they claim. Right to repair and direct parts sales.
jeffrogers 3 hours ago
Makes sense to me... the Toyota mini trucks of the 80s/90s were super useful and Tacomas are basically full-sized and not as efficient.
tclancy 43 minutes ago
I need to know if Ransom Olds is involved or not.
dzonga 2 hours ago
can they pull this off - maybe - IDK the team - but this is possible.
cause of concern?
- i4 gas engine instead of using 4 electric motors - then using smaller engine to act as generator. plenty of Chinese have done this - quickest way to start a car company. otherwise they're gonna find out real soon - why other auto manufacturers went out of business or why reliability is a cause of concern even for big manufacturers. engines and powertrains can be complex.
electric motors are simpler.
nico_h 3 hours ago
Is there anything special in making a $21k gas truck in 2026? I’m guessing you could get a second hand gas truck for this price?
scrapcode 3 hours ago
Similar competition (Nissan Frontier, Ford Ranger, etc.) would start at around $35k these days.
cenamus 3 hours ago
They show a 28k Ford in the comparison.
scrapcode 7 minutes ago
nonethewiser 3 hours ago
I think you should try and make the case that its not special. Considering a $21k new gas truck doesn’t exist currently.
jollyllama an hour ago
> How it stacks up.
Pretty much says it all. I'll take two.
Not to mention, a real body-on-frame SUV. Can you even get one of those new for < 35k?
tailscaler2026 3 hours ago
Ford Maverick starts at $28k, and they're running about $3k in incentives at the moment. So it's a competitive price but nothing too wild versus what we have already.
davidsainez 2 hours ago
The Maverick is a different class of vehicle: it has a unibody with no mechanical 4x4.
lostnfound8778 3 hours ago
There are golf carts/lsv's that cost 15k-20k these days and a fiat 500 is 25k iirc, for perspective
maroziza 3 hours ago
The main reason is scale and support, here in ukraine we bought all 21k pickups in europe, it is very hard to sustain tham at same time, so if you have any enterprise you'd want a park of SAME vehicle, so for single buy - yes, it will your beloved hilux for rest of your long life. but if you want 100 pickups, 1000? and parts are scarse now. and than you can even customize them. but even in retail you will have extra support and guarantee for new pickup. Steering rack is just unabtainium here, so there will be every other part for 20 year SUV/Pickup soon.
lostlogin an hour ago
> here in ukraine we bought all 21k pickups in europe
I wasn’t aware of this - this article mentions 100k purchases in the first 2 years of the war.
https://www.politico.eu/article/ukraine-war-rely-pickup-truc...
Forgeties79 3 hours ago
Depends on the truck. Pickups in the US can get very expensive very quickly, they’re basically luxury vehicles and they retain their value better for some reason I haven’t really looked in to. Budget trucks are not as plentiful, $21,500 is a pretty competitive price.
bnjms 2 hours ago
They retain their value because they _are_ useful for real work and are mostly built for longer lives. Even if new purchases are for luxury reasons used purchases have prices pushed up for working people.
ErroneousBosh 3 hours ago
My current daily is dual-fuel (petrol and LPG) and cost £250, but I got quite a good deal on it.
I tow quite heavy things with it, taking 3500kg trailers a long way off road.
markn951 3 hours ago
Except it’s supposed to launch in 2029 at the earliest?
cpursley 3 hours ago
Sure, a Tacoma with 100k miles on it already...
Glyptodon 3 hours ago
This is an appealing price point for the US market for what it is. I suspect outside of the US you'd need to be a little cheaper still, I hear there are various kinds of trucks under $10k in India for example, though I really have no idea about their size or specs.
btbuildem 2 hours ago
It'd be great if they could come up with a photo of the truck. But an alternative to the oversized absurdities we have on the roads these days can't come soon enough.
parl_match 3 hours ago
The comparison table is laughable.
"Best value": Over how many miles? A hybrid often has a lower TCO.
"Gas I4, proven": Maybe it's a skill issue, but I can't figure out which I4 they're using or if they DIY. Meanwhile, the "unproven" Ford hybrid system is pushing trucks to 200k miles on a regular basis. (of course, your mileage may vary but it seems like they did a great job with this)
There's other issues as well.
binkHN 2 hours ago
I love how they list refueling only taking 5 minutes from anywhere, but they leave out that you can't refuel at home. The EV side should be updated to say refueling time is zero because every time I leave my home I'm already completely fueled up.
GuestFAUniverse 3 hours ago
What have the Dodo, a Fisker and that in common?
Well, you all know the answer.
par 3 hours ago
Do that not have any pictures of it?
doodlebugging 19 minutes ago
Today it only exists in the imagination of the company CEO and a few trusted others, none of whom have figured out how to hire someone with automobile CAD experience to produce a mock-up that might increase interest for their proposed product.
aejm 2 hours ago
Incredibly disappointed to see it will be using a gasoline combustion engine.
whyenot 2 hours ago
The website is all hype with very little substance, as well as the taint of AI slop. If they aren't willing to share details, I'm not interested.
As a benchmark, I would use Slate, who have so far done an excellent job providing information and updates on their truck.
smokeyfish 3 hours ago
Looks like a Lada
paxys 3 hours ago
Yes, let me throw money at this vibe-coded vaporware.
nkrisc 3 hours ago
I’ll reserve one when I can test drive it first.
calmbonsai 3 hours ago
Um, if you're going to market a vehicle, you really, really, really, need to have pictures or at least detailed renderings.
Atm, this is a DoA product.
cyanydeez 3 hours ago
>Why Gas?
Because we hate you, and need to make some money off it
pengaru 3 hours ago
fiction
Animats 2 hours ago
It's another kickstarter/"pre-order"/vaporware car. Like Slate. "If all runs smoothly, first customer deliveries will take place in late 2028 or 2029." Expect price creep and delivery date slippage.
In the end, it's basically a Toyota Hilux.
toast0 2 hours ago
> In the end, it's basically a Toyota Hilux.
A Toyota Hilux, sold in america would be nice. The small truck market is slim pickings... other than the slate (which is still vaporous), nothing small with a regular cab has been built in a while. Old trucks won't last forever.
pengaru an hour ago
> In the end, it's basically a Toyota Hilux.
that's quite the optimistic end! There's absolutely zero chance this ends with a pickup powered by the venerable Toyota 22R-E I4 or an equivalent.
"I4, proven" proven to be genai slop and nothing more.
mikestew 2 hours ago
My question is: why select a name that for most people, if they recognize the name at all, is a band from the 70s-80s? How many people other than old farts like me even know how to properly pronounce the name? (Because they'll think it's pronounced like the band name.)
It's one thing to ride on nostalgia, but how much nostalgia is there for a company whos heyday was 100 years ago, and went out of business (well, merged) 60 years ago? The only nostalgia this old guy has is remembering my grandfather talking about the Speedwagon he had back in the day.
binkHN 2 hours ago
I don't see the big deal. If it was 100 years ago, then the name, perhaps, is effectively new.