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++.

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.