The REO Motor Car Company was a Lansing, Michigan based company that produced automobiles and trucks from 1905 to 1975. At one point the company also manufactured buses on its truck platforms.
REO was initiated by Ransom E. Olds during August 1904. Olds had 52 percent of the stock and the titles of president and general manager. To ensure a reliable supply of parts, he organized a number of subsidiary firms like the National Coil Company, the Michigan Screw Company, and the Atlas Drop Forge Company.
Originally the company was to be called "R. E. Olds Motor Car Company," but the owner of Olds' previous company, then called Olds Motor Works, objected and threatened legal action on the grounds of likely confusion of names by consumers. Olds then changed the name to his initials. Olds Motor Works soon adopted the popular name of its vehicles, Oldsmobile (which, along with Buick and Cadillac, became founding divisions of General Motors Corporation).
The company's name was spelled alternately in all capitals REO or with only an initial capital as Reo, and the company's own literature was inconsistent in this regard, with early advertising using all capitals and later advertising using the "Reo" capitalization. The pronunciation, however, was as a single word. Lansing is home to the R. E. Olds Transportation Museum.
Read more about REO Motor Car Company: Early REO Production, Reo Flying Cloud and Reo Royale, After Passenger Cars, Products, Clients, REOs in Popular Culture, Advertisements
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But all the time it’s what we’re most concerned with.
There’s will as motor and there’s will as brakes.
Reason is, I suppose, the steering gear.”
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—Gilbert Keith Chesterton (1874–1936)