How Missing a 4x4 Reservation Cost a Dive Operator $12K — and What an Open Bed Vehicle Fixed

https://pickuptrucktalk.com/2026/01/pickup-trucks-the-ultimate-vacation-rental/

When a small dive operator in a busy coastal region ran out of 4x4s during peak season Blue Reef Dive Tours is a four-boat operator running day trips and short expeditions from a small coastal town. In year three they hit a growth wall