DIAMOND REO

Diamond Reo Trucks Div of White Motor Corp. (1967-1971)
Lansing, Michigan
Diamond Reo Trucks Inc. (1971-1974)
Lansing, Michigan
Osterlund Inc. (1975-c1995)

Diamond Vehicle Solutions LLC (c1995-2010)
Harrisburg, Pennsylvania

This is a Diamond Reo radiator emblem (1967-1972)  mjs
Size: 217mm wide 136mm high    MM: RPC

Diamond T and Reo were absorbed by White in the late 1950's but Diamond T (see Diamond T) and Reo trucks (see Reo Truck) continued in production as separate Divisions of White Motor Corporation. In 1967, Diamond T and Reo trucks were consolidated to form the Diamond Reo Division of White Motor Corporation and all future trucks were named Diamond Reo.

Diamond Reo production in 1967 consisted of thirty models of trucks that had been built by Diamond T and Reo in 1966. New model designations were devised for Diamond Reo trucks and new designs were introduced over the following years.

In 1971, Diamond Reo was bought by Francis L. Cappaert of Birmingham, Alabama, Diamond Reo Trucks Incorporated was established and Diamond Reo plant production was increased. A prototype Diamond Reo Raider model designated C-119 was shown in 1973 with production planned for later in 1974. Diamond Reo also introduced the Rogue CF-60 truck series in 1974. Despite these new model introductions and its excellent reputation, Diamond Reo was bankrupt by the end of 1974. Diamond Reo trucks still on the production line were completed during bankruptcy but further truck production ceased in 1976. Diamond Reo was sold to Consolidated International of Columbus, Ohio and completed trucks were sold.  

In 1977, Diamond Reo was acquired by Loyal Osterlund and Ray Houseal and production was resumed in Harrisburg, Pennsylvania. Osterlund resurrected the CS-116 Giant model line in 1977 and new features were introduced. By 1985, the Harrisburg plant had been expanded but production did not exceed two units per day. Diamond Reo trucks continued to be built on a limited production basis through the 1980's. New models were introduced but the Giant name was dropped in 1989. 

Diamond Reo trucks continued under Diamond Vehicle Solutions LLC from the mid 1990's. By the early 2000's, Diamond Reo was producing the T-Line series of trucks, which were only partly built in-house. Diamond Reo truck production ceased in 2010, although parts manufacture continued until 2013. 

Emblems

The Diamond Reo was introduced in 1967 with a brand new emblem for trucks with a hood, see the Diamond Reo advertisement shown below:

Diamond Reo ad showing the radiator emblem (1967)  ebay

This is the red painted emblem with a chrome finished diamond above a gold crown shown above at the top of this post and again below. This Diamond Reo radiator emblem is scarce.

This is a Diamond Reo radiator emblem (1967-1972)  mjs
Size: 217mm wide 136mm high    MM: RPC

A later Diamond Reo advertisement refers to "The diamond of quality the gold crown of value", see below:

Diamond Reo ad showing emblem (1972) ebay

The Diamond Reo truck advertisements above show that some Diamond Reo truck models with engines under the hood also carried the same emblem on the hood sides, while other models had "Diamond Reo" displayed using hood side nameplates.

Early Diamond Reo cab over engine models did not carry the new radiator emblem but displayed the "Diamond Reo" name above the radiator, see examples shown below: 

Diamond Reo COE model with front nameplate (1967) ebay

Diamond Reo COE model with front nameplate (1972) ebay 

The following 1973-1974 Diamond Reo Apollo-92 Truck Dealer's Sales Brochure cover sheet shows a new Diamond Reo logo, which was used for a new Diamond Reo truck radiator emblem, although the truck illustrated was clearly built before the change in radiator emblem as it still carries the earlier Diamond Reo radiator emblem:

Diamond Reo brochure showing new emblem (1973) ebay

The new Diamond Reo emblem is seen on the radiator and hood sides in the following photo of a 1973 Diamond Reo Model C-116:

Diamond Reo C-116 truck (1973)    j wells s

This is the red painted, chrome finished Diamond Reo emblem with a diamond mounted over a stylized crown shown below. This Diamond Reo emblem is scarce. I have seen this emblem on a 2000 Diamond Reo truck and assume it may have continued in use to the end of production in 2010 but I cannot confirm this.

This is a Diamond Reo radiator emblem (1973-c2010)    mjs
Size: 152mm wide 105mm high     MM: PMC

The Diamond Reo C-116 Raider truck introduced in 1974 carried this radiator emblem but had a very large radiator and grille and was also given a column of seven chrome diamonds in the center of the radiator grille, see below:

Diamond Reo C-116 Raider with seven central diamonds (1974)
r e olds transportation museum

The following dealer sales brochure for the 1974 Diamond Reo Royalle II cabover diesel tractor shows a similar design but with a smaller radiator displaying five chrome diamonds in the center of the grille. This photo also shows that, unlike earlier Diamond Reo cab over trucks, some new cab over Diamond Reo models had a radiator with an emblem mounted in the top center of the radiator :

Diamond Reo Royalle II with five central diamonds (1974)  ebay

The following Diamond Reo nameplate may have been used as a hood side nameplate or an above the radiator nameplate on a cab over engine model. This Diamond Reo nameplate is scarce.

This is a Diamond Reo hood side nameplate (date unknown)  lktec
Size: 510mm wide overall 52mm high   MM: Unknown