One platform, not five
Truck and SUV share the same ownership philosophy, component strategy, and repair priorities instead of splitting the company across unrelated architectures.
Founders reservations now open
The truck industry forgot who trucks are for.
We're building an honest, full-size American truck and SUV that's built to last, made to be repaired, and priced for real life.
Under $30,000Planned starting price
$35 refundableReservation policy
Gas I-4Base powertrain
Gas V6Upper trims
200,000+ milesDesign life
Direct onlineSales model
Why Ritz Motors exists
Build the most affordable, repairable, long-lasting American truck and SUV on the market.
We watched trucks become luxury vehicles. Prices climbed past what many families could afford. There is still room for a simple, durable American truck and SUV that put ownership first.Why we believe this is possible
The price is not magic. It is a design brief.
Affordability has to be engineered into the vehicle and the company. Ritz is built around fewer distractions, fewer variants, repairable parts, and a direct path to the customer.
Two powertrain paths
Core trims use a simple gas I-4 plan. Range trims step up to V6 power. Fewer engine paths mean fewer parts, simpler service, and cleaner manufacturing decisions.
Fewer trim traps
The goal is a well-equipped vehicle with useful options, not a maze of luxury packages that force buyers to pay for what they do not need.
Designed for repairs first
Bolt-on panels, common fasteners, and accessible service points are cost decisions before they are marketing claims.
Direct sales
Transparent online ordering removes dealer markup from the customer experience and keeps pricing easier to understand.
Two bodies. Two power levels.
The truck and the SUV share the same promise.
Base trims start with a simple gas I-4. Upper trims step up to a stronger gas V6. The point is not chasing luxury-truck pricing; it is giving normal buyers real capability again.
Pickup
Ritz Forge
Full-size truck utility without luxury-truck pricing.
SUV
Ritz Waypoint
Family-size capability built around repairable ownership.
CoreGas I-4
Ritz Forge
The work-ready full-size pickup for people priced out of modern trucks.
- Crew cab
- Long-life gas power
- Bolt-on panels
- Direct order
RangeGas V6
Ritz Forge
More power and capability without turning the truck into an $80,000 luxury statement.
- V6 power
- Towing-focused tune
- Mechanical 4WD
- Useful options
CoreGas I-4
Ritz Waypoint
Full-size family utility brought back within reach of the average household.
- Two-box utility
- Repairable exterior
- Simple cabin
- Direct order
RangeGas V6
Ritz Waypoint
The family hauler for people who want real capability, not luxury-brand pricing.
- V6 power
- Room for families
- Long-trip capability
- Owner-serviceable design
The Ritz Standard
Simple where it matters. Strong where it counts.
Not subscriptions. Not luxury-package hostage taking. Not plastic everywhere. Just honest truck and SUV utility designed around reliability, repairability, affordability, and longevity.
Honest Gas Power
I-4 base. V6 upper trims.The low trim starts with a simple gas I-4. Upper trims step up to a stronger gas V6. Both are planned around predictable ownership, not fragile complexity.
Built to Be Repaired
Common tools, visible fastenersFenders, lamps, brakes, and wear items should be approachable for the owner, the independent shop, and the fleet mechanic.
Buy Direct
Transparent pricingNo dealer markup games. Configure online, reserve your place, and see the same price everyone else sees.
One Truck
Options without trapsStart with one well-equipped truck and add what you actually need. No twenty-trim maze just to get one useful feature.
The Ritz Principles
The constitution of the company.
If a decision makes ownership harder, repair harder, or pricing less honest, it does not belong in the vehicle.
- Build for 20 years, not 5.
- Design every major repair before production.
- Keep ownership simple.
- Make replacement parts available.
- Tell customers the truth.
- Do not add technology unless it solves a real problem.
Built to be repaired
If you own your truck or SUV, you should actually own it.
- Bolt-on body panels
- Common fasteners
- Simple electronics
- Long-term parts support
- Independent-shop friendly diagnostics
Need a fender? Unbolt it. Need a headlight? Replace it. Need brakes? Use common tools. The promise is not nostalgia; it is ownership without gatekeeping.
Production-intent specs
A real platform by the numbers.
Final figures will be confirmed as engineering, supplier agreements, certification, and production planning are completed.
Starting priceUnder $30,000 planned
Base powertrainGas I-4
Upper trimsGas V6
Service life200,000+ mile powertrain goal
SalesDirect online ordering
Body stylesTruck and SUV
BodyBolt-on panels and repairable modules
PurposeWork, family, farm, fleet, and daily life
Fig. 01 — target envelope
Full-size means real dimensions, not compact-truck compromise.
Ritz Forge is being planned around the space and stance people expect from a true full-size pickup, with separate I-4 and V6 towing goals and a fuel tank goal built for long workdays and long highways.
Full-size crew cab footprint
Real truck stance, garage-aware
Useful clearance without excess
Stable towing and bed utility
Daily cab or longer work bed
500+ mile highway tank goal
Work, tools, family, gear
Base-trim practical towing
Upper-trim primary target
Engineering stretch target
Engineering targets shown for Ritz Forge. I-4 towing is aimed at practical daily use; V6 towing carries the heavier upper-trim target. Final dimensions, ratings, economy, and tank capacity are subject to validation, suppliers, certification, and production release.
Fig. 02 — head-to-head
How Ritz Forge stacks up against the real full-size field.
The benchmark is not a toy truck. It is the F-150, Silverado 1500, and the premium electric R1T. Ritz is aimed at buyers who want full-size usefulness without full-size luxury pricing.
MeasureRitz ForgeFord F-150Chevy Silverado 1500Rivian R1T
Starting priceUnder $30,000 planned
$39,585 XL MSRP
$36,900 WT MSRP
$79,990 starting
MissionAffordable full-size ownership
Mainstream full-size leader
Traditional full-size work truck
Premium electric adventure truck
PowertrainGas I-4 / gas V6 plan
Turbo V6, V8, hybrid options
Turbo four, V8, diesel options
Electric dual / tri motor
TowingI-4: 3,500-5,000 lb; V6: 7,500-8,500 lb target
Up to 13,500 lb
Up to 13,300 lb
Up to 11,000 lb
V6 stretch targetUp to 10,000 lb if validation supports it
Factory max tow packages available
Factory max trailering available
EV torque, premium pricing
Payload1,800-2,200 lb target
Up to 2,440 lb
Up to 2,260 lb
Up to 1,764 lb
Refuel / rechargeGas, minutes anywhere
Gas, minutes anywhere
Gas / diesel, minutes anywhere
Fast charge or home charge
Ownership thesisRepairable, direct, simple
Dealer network, many trims
Dealer network, many trims
Premium EV software ecosystem
Competitor figures are current public manufacturer figures or model-page figures checked July 28, 2026. Ritz figures are goals, not final certified specs; the 10,000 lb V6 number is a stretch target, not a base-trim claim.
Reservation policy
Refundable until you decide to order.
Refundable until ordering
The $35 reservation stays refundable all the way up to the moment you choose to convert it into an actual vehicle order.
No forced conversion
A reservation is a place in line. It is not a commitment to buy a final truck or SUV.
Transparent next step
Before order conversion, reservation holders will see the configuration, pricing, timing, and final purchase terms.
Reservation reassurance
Clear terms before commitment.
The reservation is designed to be simple: hold your place now, see the details later, decide when ordering opens.
What does my reservation do?
It holds your early place in line for Ritz Forge and Ritz Waypoint updates, configurator access, and order conversion when the order book opens.
When am I charged again?
Not until you choose to convert your reservation into an actual vehicle order after seeing configuration, pricing, timing, and purchase terms.
Can I cancel?
Yes. The $35 reservation is refundable until you decide to convert it into an order.
What if Ritz does not reach production?
Reservations remain refundable. The reservation is not a forced purchase or a final sales contract.
Roadmap
The next American utility brand is being built now.
Founders reservations secure early position, help shape configuration priorities, and put you inside the build before the order book opens.
DoneBrand identity
DoneInitial concept
DoneReservation platform
NowSupplier outreach
NowPowertrain selection
NextPrototype engineering
NextValidation program
NextProduction release
Brand identity
Ritz has a public brand, platform thesis, and reservation path.
Initial concept
Truck and SUV direction are centered on repairability, affordability, and ownership.
Supplier buildout
Ritz Motors advances American sourcing, repairable modules, and powertrain planning.
Prototype engineering
Engineering moves from platform thesis to testable packaging, cost, and serviceability goals.
Configurator opens
Reservation holders get early access to pricing, options, and production updates.
Engineering journals
Not blog posts. Build notes.
Ritz will publish the reasoning behind the platform: what we choose, what we reject, and how each decision changes ownership.
Why Body-on-Frame Still Matters
A truck and SUV meant for long ownership need a structure that can work, tow, carry, and be repaired without turning every collision into a total-loss event.
Why Bolt-On Panels Save Owners Money
Exterior damage should not require replacing half the front end. Panel strategy is one of the first places ownership cost gets designed in or designed out.
Why the I-4 Comes First
The Core trim starts with the question most buyers ask: what is enough power, enough durability, and enough cost control for daily life?
How Parts Stay Available
Long-term parts support starts with fewer unnecessary variants, common service items, and documentation owners and independent shops can actually use.
The case
Why America needs this truck and SUV.
Get build updates, reservation notices, and configurator access.
Why Body-on-Frame
Why Ritz Motors believes a body-on-frame architecture still makes sense for long-life truck and SUV ownership.
Read the case ->Why Bolt-On Panels Save Owners Money
How bolt-on panels, common fasteners, and repair-first design can reduce long-term ownership costs.
Read the case ->How We Plan to Keep Parts Available
Ritz Motors' approach to long-term parts support, fewer variants, and ownership-first service planning.
Read the case ->Affordable American Truck Under $30,000
Why Ritz Motors is building a full-size American truck with a planned starting price under $30,000.
Read the case ->Easiest Truck to Repair
A repair-first approach to truck design: bolt-on panels, common fasteners, simple diagnostics, and long-term parts support.
Read the case ->Truck Without Dealer Markups
Ritz Motors is exploring direct online ordering for a simple truck without dealer games or forced luxury packages.
Read the case ->Simple Gas Truck
Why simple gas I-4 and V6 powertrains are central to the Ritz Motors reliability and ownership philosophy.
Read the case ->Right to Repair Trucks
Ritz Motors believes truck owners should have access to parts, service information, and repairable design.
Read the case ->Why Modern Trucks Are So Expensive
A plain-English look at luxury creep, trim complexity, dealer markups, and why Ritz Motors wants to build a simpler alternative.
Read the case ->