Lordstown Motors released the first ad for its Endurance electric pickup truck Thursday—even though first deliveries for the truck remain about a year away.
The Endurance was designed primarily as a work vehicle aimed at fleet buyers, and the ad certainly shows that. Chock full of farmers and construction workers, the ad looks like it was created by the Detroit Three automakers to sell F-150s, Silverados, and Rams, not by a startup selling an electric vehicle.
It’s unusual to see electric vehicles in what we’d otherwise classify as a very traditional, work-oriented pickup commercial.
Screenshot from Lordstown Endurance ad
That event, however, served to announce that first deliveries would be pushed back to late summer 2021—and that between pre-orders and letters of intent, 20,000 of the trucks are already spoken for.
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