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.

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.

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:

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.

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.