Endurance, by Lordstown: The Electric Pickup That's Not for Everyone
Rivian wants to dazzle you with excessive range and dirt-flinging tank turns. Ford wants you to feel virtuous while behind the wheel of an F-150. General Motors wants to crush things beneath the wheels of the monstrous GMC Hummer EV.
Lordstown Motors’s electric pickup, on the other hand, doesn’t want to be everyone’s best friend. The fledgling automaker, owner of GM’s former Chevy Cruze plant in Northeast Ohio, unveiled its first product Thursday, beating Ford and GM to an electric pickup debut.
We can now see what the Lordstown Endurance looks like. Unabashedly futuristic when viewed from the front, things become just “modern” when the camera pans along the sides and around the back. Through those wheel spokes, four hub motors can bee seen. These in-wheel units are Lordstown’s saving grace, CEO Steve Burns suggested during the model’s online reveal.
Hub motors are simple hardware, affording the Endurance an ease of construction and lowered build cost when compared to rivals. As well, the hub motors means a lower center of gravity and less sprung weight, aiding handling. The expected 250-mile maximum range won’t leave the likes of Rivian and GM (at the very least; Ford’s coy about specs) sweating pensively in their beds at night, but it’s still a healthy range that should satisfy many customers.
Especially if those customers are fleet operators.
That seems to be where Lordstown sees the bulk of its future customers, if not all of them. Lately, the automaker has earmarked future deliveries to various fleets, the most recent one being Goodyear Tire & Rubber’s servicing fleet.
Sitting atop a limited cash pile (it won’t say how limited) gained through fundraising efforts earlier this year, Lordstown put much of its resources into developing the Endurance’s drivetrain. That means the interior won’t wow anyone. Leather is out, Burns said. It’s possible retail customers might not be able to get their hands on one.
“Since we’re small, we’re not trying to be all things to all people,” he said.
What Lordstown is trying to be is a stand-in for conventional full-size pickups in a company’s fleet inventory. It’s the same basic size as your typical pickup. It dispenses with radical thinking in terms of body envelope or bed dimensions. There’s power ports for job site electricity needs. Let the Tesla fans have their way-out Cybertruck. Oh yeah, that’s another challenger I forgot to mention.
Detailed specs for the Endurance are not available at the present time, and yet the automaker plans to kick off production in January 2021. Some 600 workers will need to be hired between now and then. Lordstown Motors envisions 20,000 builds in the truck’s first year of existence.
Can the company pull it off? That’s the question everyone’s asking.
[Images: Lordstown Motors]
Join the conversation
Latest Car ReviewsRead more
Latest Product ReviewsRead more
- MaintenanceCosts Washington Highway 410 over Cayuse and Chinook Passes, in the shadow of Mount Rainier.Grand St. Bernard Pass between Switzerland and Italy, close to the Mont Blanc massif.Colorado 82 over Independence Pass. Highest I've ever been in a car.Skyline Drive in Virginia.California Highway 1 from Monterey to Santa Barbara.A million little unnumbered roads in the German Black Forest, more satisfying at 100 km/h than the Autobahn is at 250.
- Kendahl US 60 between Show Low and Globe, Arizona. It's especially fun in the switchbacks on both sides of the Salt River canyon.
- Arthur Dailey What give with this site? I know that I posted a comment. The site says that there are 12 comments. But when I click on the 'see more' button it resets to say that there are 11 comments and I can't see mine. I am not that egotistical as to believe that my comments are important. But that makes me wonder if others are also having their comments 'erased'.
- Arthur Dailey Think of how much fun you can have turning corners making u-turns and taking evasive maneuvers with that extra ride height.
- MaintenanceCosts Amazing that it has managed to stay upright for nearly 40 years!
If they are going after the fleet market, the truck is still short on range. The fleet market also means slimmer margins and less chance to up-sell pricy options.
The front end looks like Elmer Fudd, sucking on a lemon. A bit more traditional inspiration to the look would go a long way. And what is up with the pumpkin orange behind the wheels? It does highlight the difference between this truck and everything else, but that's not really necessary. That color goes with nothing. Yellow, red or blue would be better. Other than that, this should be very interesting to watch.