by American startup REO Industries plans to enter the market with an affordable pickup truck inspired by Japanese kei cars but adapted to American standards. The company offers three models: two pickups and one SUV, which will be simple, inexpensive, and feature a manual transmission.
History and Concept of REO Industries
The name REO first appeared on cars in 1905, but the original company closed several decades later. Texas real estate agent Zac De Bernardi found the rights to this name and founded REO Industries. He has never manufactured cars but owns a large collection of classic Toyotas, and it is this Toyota DNA that he wants to embody in all models under the REO brand.
Three Models and Three Price Ranges
The company has announced three models: the Runabout T4X, Runabout T4C, and the Runabout S4C SUV. The base version of the T4X will start at $21,500, the T4C at $25,000, and the S4C at $28,500. Like the new pickup from Slate, REO models will be simple, ensuring an affordable price. They will also be compact: the T4X will be only 180 inches (4,572 mm) long, which is slightly shorter than a Mazda3 sedan.
The vehicles will feature a body-on-frame construction and a manual all-wheel-drive system. Unlike Slate, which builds its pickup as an electric vehicle, REO targets a wider range of buyers. The models will use a simple four-cylinder gasoline engine without direct injection, which will be paired exclusively with a manual transmission.
The “Ameri-Kei” Class and Open Approach
Zac Bernardi described these cars as belonging to the “Ameri-Kei” class, hence their compact size. Base models will come without a radio or even finished door cards but will offer a wide range of accessories as options.
REO is also adopting an interesting open-source approach. Buyers will have access to key vehicle details that manufacturers usually keep secret. The company hopes this will encourage owners to develop their own parts and accessories. If these parts meet REO’s requirements, they can even be put up for sale on the company’s website.
Production in Texas and Future Plans
The easing of emissions regulations by the Trump administration helped convince REO that building such vehicles is feasible. Production is planned in Texas.
The company has already opened reservations, accepting refundable deposits of $25. The full lineup of three models will be unveiled in the fourth quarter, pre-production will begin in 2027, and full production and deliveries are scheduled for 2028-2029.
This project is further evidence of the growing interest in affordable and simple cars in the American market, which has long been focused on large and expensive pickups and SUVs. REO Industries is trying to fill a niche ignored by major manufacturers by offering inexpensive, functional, and easily modifiable vehicles. The open approach to design and manufacturing could be a key advantage, attracting enthusiasts and small businesses who want to create their own accessories and modifications. However, given the founder’s lack of experience in automobile manufacturing, the realization of these ambitious plans may face serious challenges, especially in matters of certification and safety.
