The Eagle Has Landed

The culmination of a lifetime in the truck business.

Years of experience, lessons, victories, and setbacks all led to one mission: build something special. Build a war machine.

It started with a Viking mentality — toughness, resilience, and the determination to keep moving forward no matter the obstacle. New beginnings are never easy, and mountains are always easier to climb as a team.

The Founding Team

From day one, John Escobar focused on building a team around him. Michael Reinhold and Rodney Zamora became the co-pilots for the journey ahead.

Michael Reinhold quickly became Viking Truck’s very own executive — helping transform a vision into a company. He was instrumental in building the foundation of the business, structuring operations, navigating legal complexities, securing capital, and providing the leadership necessary to scale and grow.

Rodney brought decades of hands-on experience and helped establish Viking Truck’s first in-house upfit operation in Medley, Florida. He also launched our transportation division, Rodney Express, giving Viking greater control over logistics and customer service.

Three determined individuals. One shared vision. A scrappy trio with a big dream, taking it one step at a time.

Alongside his dealership experience, John always had a passion for marketing and creativity. Determined to think differently, he built a marketing team capable of bringing bold ideas to life. Through video, storytelling, and emerging AI technologies, Viking Truck embraced a modern approach to connecting with customers and showcasing our products.

What began as an idea quickly became a movement.

A World-Class Supply Chain

As the company evolved, John and Michael challenged the traditional notion that everything had to be done in-house. Instead, they focused on building strategic partnerships and creating a world-class supply chain. Their philosophy was simple:

Leave manufacturing to the experts and align with the best.

The Next Generation of Leadership

Another major milestone came with the addition of Jonathan Howard to lead sales at Viking Truck.

In true sports fashion, it felt like landing a key free agent. Jonathan brought youthful energy, a fresh perspective, and a relentless drive to serve customers. His arrival allowed John to step back from day-to-day sales and focus on operations, growth, strategic partnerships, and the long-term vision of the company.

Our Partners

Much of Viking Truck’s success is owed to the incredible partners who have helped us grow:

• Lincoln Center Manufacturing
• Universal Truck Equipment
• Bruder Tank
• Jeff McDonald and the team at NVE
• John Gilbert and the team at Masport

Together, these partnerships have allowed Viking Truck to deliver exceptional products while remaining focused on what we do best — serving customers and building relationships.

Today, Viking Truck continues its march forward. The mission remains the same: pursue excellence, demand quality, and never stop improving.

The Eagle has landed. But the journey is just beginning.

One team. One vision. One truck at a time.

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— John Mario Escobar

Founder & President · Viking Truck

🚛 ⚔️ 🦅