Lordstown, Ohio has ridden the manufacturing roller coaster for decades. It’s been notoriously known as the home of Lordstown Assembly, a plant that closed in 2019 after 53 years producing compact cars for General Motors, and known as a prime example of the decline in manufacturing jobs in the region.
Now, a new beginning is emerging for the town and the Lordstown Assembly site. Enter: Lordstown Motors. The plant was sold to the emerging automaker for $40 million in 2019 – a loan that was provided by GM itself.
The pickup truck will be made in the U.S.A.Photo courtesy of Lordstown Endurance
Slowly but surely over the past few months, Lordstown Motors has teased its forthcoming all-electric pick up truck. The Lordstown Endurance is moving closer to production and the company has released its first advertisement for the Lordstown Endurance all-electric full-size pickup truck.
Pickup trucks are the bread and butter of the auto industry. They’re shopped alongside SUVs by most customers these days and those buyers are as varied as the landscape of America. Whether they want a truck that does work or just works for their lifestyle, one thing is for sure – Americans are buying them.
Lordstown’s new commercial highlights that. It also shows a bit of what the Lordstown Endurance is made of while talking about what Lordstown itself is made of. It may not be the Cybertruck, but it’s hard to argue with the fact that the Endurance looks pretty cool in the ad, especially when surrounded by traditional American landscape. That’s a balance no other company has achieved as they instead focus on the capability of their forthcoming EVs rather than the daily driver use case.
The All-Electric Endurance, by Lordstown Motors
Lordstown Motors already has orders in place for the first months of production of the truck. The model is priced to start at $52,000.