The REO Truck

Before “built tough” became an advertising slogan, Lansing Michigan's own REO was known as the world's toughest truck.

This past year a very dear friend Kevin Jordan, called me to tell me about a cool discovery he made out in the middle of no where in Kansas. Told me I had to meet him to check it out. Well, it was an old, old REO truck that was covered in vines and over grown vegetation. But, we got to it and from that moment, once she was uncovered, we knew we had a very unique photograph. I began to shoot and compose and investigate and this is the result.

I also wanted to share a story I found on the web about REO historian James Neal. James is doing his best to keep that REO image alive as co-author of “The World's Toughest Truck,” a 160-page book detailing the history of the truck company started by Lansing's legendary auto pioneer Ransom Eli Olds in 1910. Olds had previously founded the REO Motor Car Co. in 1904 and in 1897 had formed the Olds Motor Vehicle Co.

Neal's interest in REO began through a friendship with another auto aficionado, the late Dick Neller, a Realtor and car collector.

Neal said Olds founded a company that was based on the paternalistic-capitalist philosophy that believed workers were an important part of the production process and their loyalty should be courted.

By 1917, REO was more than just a factory; it was used for social purposes too. The company had its own athletic field, radio station (WREO) and a clubhouse that was used to host dances and formal dinner parties. “Reo was a part of the community — they were family,” Neal said.