Car Of The Week: 1936 Reo Speedwagon Model 6ap Pickup Truck

A generation of arena rock fans instantly recognize the name “REO Speedwagon” as the iconic band that made its mark on rock ’n’ roll history beginning in 1967. Neal Doughty, a founding member, first encountered the name written on a History of Transportation classroom blackboard while attending the University of Illinois. Captivated by its distinctiveness, Doughty adopted the moniker for the group, which performed under both “REO Speedwagon” and occasionally “R.E.O. Speedwagon.” The band would go on to enjoy remarkable musical and financial achievements, producing memorable hits such as “Take It on the Run” and “Keep on Loving You.”

However, for automotive enthusiasts, “REO Speedwagon” (or Speed Wagon) carries a different significance. It stands as a testament to the ingenuity and innovation of Ransom Eli Olds, a pioneering figure in the early automotive industry. Olds played a crucial role in the development of America’s first mass-produced car, the curved-dash Oldsmobile, cementing his legacy in transportation history.

Ted Stahl, founder of the Stahls Motors & Music Experience in Chesterfield, Mich., shares Neal Doughty’s admiration for the REO Speedwagon name. Alongside his wife Mary, the Stahls established the museum, which houses a collection of more than 250 vehicles spanning from the 1800s through the 1960s and beyond, and welcomes visitors to explore automotive history. When Stahl first saw his 1936 REO Speedwagon Model 6AP pickup truck in 2007, he immediately recognized its significance and unique qualities. The vehicle’s celebrated name, stunning styling and connection to the famous rock band made it an obvious and valuable addition to the collection.

One man, two companies

Ransom Eli Olds grew up in the engine and machinery industry. He joined his families business, P.F. Olds & Son, in 1883 and, in 1897, put his skills and experience to work by establishing the Olds Motor Vehicle Co. in Lansing, Mich. 

Olds developed his fascination for engines and machinery at a young age, growing up in a family that was actively engaged in industry. In his family’s business, Olds honed his mechanical abilities and gained valuable experience that would shape his future endeavors. 

With this foundation, Olds made a pivotal move in 1887 by building his first car, a three-wheel steam car that channeled his expertise into the rapidly developing automobile field. His entrepreneurial spirit continued as he founded the Olds Motor Vehicle Co. in 1897, but after challenges arose in building cars of any quantity, he accepted an investment by millionaire Samuel L. Smith in 1899 and stayed on as general manager of the new Olds Motor Works. Olds tinkered with different automobile configurations and after a plant fire in 1901, only one of those experimental Olds vehicles survived — the legendary curved-dash model. 

After the fire, the Olds Motor Works began building the lone model it had left, and it was a hit as orders came pouring in for them. The appeal of the curved-dash Olds was its relatively low price, and that it was backed by Olds, whose family business was the largest producer of gasoline engines at that time. As the legendary curved-dash Olds began to gain recognition in the marketplace, Olds decided to leave the Olds Motor Vehicle Co. in 1904. Legal complications ensued, as attorneys from his previous company filed suit regarding the use of the name “Olds,” ultimately preventing him from using it to promote his new automobiles.

After the legal challenges that prevented him from using his surname for his new automobiles, Ransom Eli Olds used his initials to establish the R.E.O. Motor Car Co. (aka REO and Reo). By 1905, the company was producing a range of vehicles, including single- and twin-cylinder passenger cars, buses and light-duty commercial vehicles. This milestone came at a significant time, as 1905 marked the year that the United States surpassed France to become the world’s largest producer of motor vehicles.

In response to the increasing demand for delivery vehicles in both urban and rural settings, the REO Motor Truck Co. was founded in Lansing, Mich., in 1910. During this era, commercial trucks were characterized by slow speeds, uncomfortable rides and basic engineering, often equipped with solid rubber tires, limited horsepower and chain drive mechanisms. However, improvements in road infrastructure, particularly within cities, began to encourage the development and adoption of faster and more capable vehicles.

The Speedwagon is launched

In 1915, the REO Motor Truck Co. introduced the Model F Speedwagon as a direct response to the evolving needs of delivery and commercial transport. Sometimes referred to in early advertisements as the “Hurry Up Wagon,” the Speedwagon was designed to offer both performance and reliability for businesses seeking efficient delivery solutions.

A key feature of the Model F Speedwagon was a relatively powerful 27.2-hp, four-cylinder engine sourced from REO’s heavier Model J, which provided the Speedwagon with robust performance. The Model F was further equipped with a three-speed sliding gear transmission, offering drivers greater control and adaptability on various road surfaces. Its 35 x 5-inch wheels fitted with pneumatic tires, contributed to a smoother and more comfortable ride compared to the solid rubber tires commonly used at the time. The tires also allowed it to be driven at faster speeds than most other trucks, giving the REO truck its name.

The Speedwagon’s cab was simple and well-designed with a glass windshield. REO proudly announced that the Model F Speedwagon was the first of its kind to be factory-equipped with electric lamps and a self-starter, marking a significant advancement in truck technology.

Upon its release, the first Speedwagon was priced at $1,075 which, when adjusted for inflation, is equivalent to approximately $35,000 in 2026 dollars. 

During test drives, it was reported that the Speedwagon could reach speeds up to 40 mph. However, the factory warranty imposed a restriction, limiting the vehicle’s top operational speed to 22 mph. Despite this limitation, advertisements offered some flexibility, stating, “You may attain any degree of celerity (swiftness of movement) you may desire in emergencies,” which suggested that the higher speeds could be achieved.

The Model F Speedwagon was equipped with mechanically actuated drum brakes on the rear wheels only. Driving at high speeds with only rear brakes — especially when the vehicle was loaded to its 3/4-ton capacity —might not have been advisable.

The Speedwagon featured a 120-inch wheelbase, providing stability and ample cargo space. In 1917, the wheelbase was increased to 128 inches, reflecting ongoing improvements to accommodate greater loads and enhance overall performance.

The Speedwagon earned widespread acclaim for its versatility, offering customers a choice among 12 distinct body styles — all very truck-like. These included specialized configurations such as grain, express, platform, huckster and even a bare chassis. This broad range of options allowed the Speedwagon to meet the diverse needs of commercial operators, from transporting agricultural products to serving in urban delivery roles.

Setting itself apart from most competitors, the Speedwagon was constructed with major components manufactured entirely in-house. This included the engine, transmission and brakes, ensuring consistent quality and performance throughout each vehicle. By retaining control over its production processes, REO was able to maintain high standards and reliability in the Speedwagon’s design.

Early versions of the Speedwagon featured a signature look: a green exterior, black interior and striking red wheels. This color scheme became synonymous with the model’s initial releases. However, as the design evolved, the wheels transitioned from red to olive green.

Throughout its 12-year production run, the Model F Speedwagon underwent gradual improvements, such as the introduction of a steel cab. Over the course of these incremental changes, the Model F earned a reputation for legendary performance. Its impact was so notable that REO continued to use the Speedwagon name for later truck models, proving the enduring popularity of the original name and truck.

A new pickup for a trying era

The REO pickup trucks of the 1930s emerged from the challenging circumstances of the Great Depression and from innovative resourcefulness, a quality for which Ransom E. Olds was well known in the automotive industry. This combination of necessity and ingenuity contributed to the continued evolution and relevance of REO vehicles during this era.

REO Motor Car Co. continued manufacturing automobiles and trucks until 1936, remaining competitive alongside major independent manufacturers and, to a lesser degree, even the “Big Three,” including Oldsmobile. Notable REO models included the Flying Cloud, introduced in 1927, and the 1931 Royale. These vehicles were recognized for their trendsetting features.

Both the Flying Cloud and Royale 8 were luxury automobiles that incorporated streamlined styling and advanced mechanical features. Notable innovations included a unique “self-shifter” semi-automatic transmission, which was eventually replaced by a synchronized three-speed gearbox with overdrive. Additionally, these models featured a robust, X-braced, welded frame that provided greater chassis stiffness; Feather-Touch steering for easier steering; and hydraulic brakes for enhanced safety and performance.

In 1927, Ransom E. Olds stepped away from direct management of REO Motor Car Co., entrusting operations to Richard Scott. Scott maintained profitability for the company, notably guiding a planned expansion in 1933. During this period, Olds briefly resumed leadership, coinciding with a time of significant economic hardship brought on by the Great Depression.

The economic downturn had a substantial effect on automobile sales, even as REO introduced innovations that distinguished its vehicles in the marketplace. Despite the advanced design and features, the Flying Cloud faced challenges in the market, managing to sell only 1,300 out of the 2,000 bodies ordered for the 1933 model year.

REO had an interesting idea for the unsold Flying Cloud bodies. Instead of carrying them over to the 1934 model year, the company committed to a styling makeover for the Flying Cloud in order to jumpstart sales and keep up with rapidly advancing automotive styling trends.

At the same time, REO was also shifting more of its attention toward the truck segment. With 700 leftover Flying Cloud bodies and X-braced frames still in inventory, REO devised a plan to utilize these components for a new light-duty pickup truck using the unsold automobile components. The rear sheetmetal, beginning just behind the B-pillar, was cut from the leftover Flying Cloud bodies, and a newly stamped window panel was created to fit behind the cab. The 1933 Flying Cloud front fenders were also carried over to the 1935 Reo pickups, but hood side panels and the grille insert were unique to the Speedwagon.

In late 1934, REO launched the new light-duty Speedwagon truck as a 1935 model, which continued production through the 1936 model year. These 1935-’36 trucks featured a special Continental 209-cid six-cylinder engine. Additionally, a badge-engineered Mack Jr. version was offered for both the 1935 and 1936 production years.

1936 marked a pivotal year for REO. Facing declining passenger car sales, the company ceased all automobile production by the end of the year. Instead, REO produced a seven-model lineup of trucks and buses for Mack. Overseas truck production also increased during this period. Despite REO’s reputation for building trucks, sales of its half-ton Speedwagon pickups lagged and REO discontinued light-duty truck production in 1937. Attempts to restructure the company failed to resolve ongoing financial difficulties, and REO filed for bankruptcy in 1938.

In 1940, government action enabled REO to reorganize and resume commercial truck manufacturing. During World War II, REO’s production was redirected toward military vehicles. The brand maintained a strong reputation among commercial truck buyers, and after the war, REO refreshed its styling, debuting a bold new look in 1947.

Despite its efforts, REO never fully recovered financially. In 1954, the company sold its vehicle assets to Bohn Aluminum and Brass Corp. These assets became part of the White Motor Co. subsidiary in 1957. Later, in 1967, White merged REO with Diamond T to form Diamond Reo, which was subsequently absorbed by Volvo.

The featured REO Speedwagon

The Stahls’ 1936 REO Speedwagon stands out not just for its name, but for being one of the finest restored examples. Its museum-quality restoration highlights the REO Speedwagon’s beautiful car-like styling.

The 1936 REO Speedwagon is joined at the Stahls Motors & Music Experience by the equally rare 1936 Mack Jr., featured in Old Cars’ April 15, 2022, issue. These unique pickups are among very few left, and their pairing highlights their distinctiveness.

The Stahls Motors & Music Experience is a 501(c)(3) non-profit organization that exists to preserve, restore and exhibit classic automobiles of the 20th century for educational purposes. The Experience, based in Chesterfield, Mich., features continually changing exhibits of historically significant vehicles from the Depression and Art Deco eras, along with mechanical music machines and automobile memorabilia. It also hosts many community events throughout the year while being open to the public, including an annual fundraising event honoring and benefiting U.S. military veterans.

Stahls Motors & Music Experience
Chesterfield, MI 
www.stahlsauto.com
586-749-1078

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