The comeback of REO: The truck that served in the IDF returns as an affordable pickup

A Texas real estate developer acquired the rights to the name "REO" (REO), a historic American car manufacturer whose trucks served in the IDF, and plans to revive it with a small, cheap gasoline pickup priced at around $21,000. The pickup will be based on a ladder frame and a four-cylinder engine, with production expected in 2029.

Zac De Bernardi, a Texas real estate developer, purchased the rights to the name "REO" (REO), a historic American car manufacturer that produced pickups and trucks from the late 19th century until its bankruptcy in 1975. REO trucks served in the IDF, including during the Swords of Iron war. Now, De Bernardi plans to revive the brand with a small, cheap gasoline pickup, with a starting price of around $21,000 for a single-cab pickup and $28,000 for an off-road vehicle. The pickup will be based on a ladder frame, a naturally aspirated four-cylinder engine, and a manual or automatic transmission. The company has hired car designer Frank Stephenson (Fiat 500) to design the model. Production is planned for 2029. The article notes that the pickup is intended to compete with cheap electric pickups and the expensive gasoline pickups of the major manufacturers, while returning to the simplicity of Japanese pickups from the 1970s.