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So I can reserve a truck for $1,500 and an ATV for $750. I know it's just the reservation fee, but it doesn't make any sense to me.

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Based on the fact that every image on the site is a digital rendering, I'm going to guess they need the reservation fees to actually build the first vehicles.

Yeah, definitely!

That is also what's confusing about the reservation price. If I was a buyer of trucks on a fleet, you can be darn sure that I'm paying more than $1,500 to land a truck.

Many trucks are owned by the drivers and not part of a fleet. I don't know what the ratio is nationally but I can say locally it's probably in the range of 50%, maybe even more are owner-operators vs. company fleet. So this pricing model would make sense to target that market.

Yup, someone saw the Tesla preorder numbers and thought "brilliant idea! we'll do the same!". I expect their pre-orders aren't going quite as well.

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