Lordstown Motors Endurance Electric Pickup Truck Revealed

Lordstown Motors has fully unveiled its Endurance electric pickup truck slated for launch in 2021. As one of several upcoming battery-powered pickups aiming to challenge America’s best-selling trucks, the Lordstown Endurance leverages in-wheel hub motors and minimalist styling to achieve up to 250 miles of range. Lordstown touts innovations like fewer moving parts, onboard power export through outlets, and competitively low pricing to differentiate itself.

Overview of the Lordstown Endurance

• The Endurance is Lordstown Motors’ first product, slated for limited production in late 2021.
• Utilizes four wheel hub motors eliminating the need for a driveshaft or axles. Simplifies mechanics.
• Targets a starting price under $52,000 allowing configuration up to $75,000.
• 250 miles of range from 109 kWh lithium-ion battery pack.
• 600 horsepower and 6,000 pound tow rating claimed.
• initial focus on commercial fleet instead of consumer buyers.
• Developed out of Lordstown’s Ohio plant purchased from GM last year.

Exterior Design and Styling

The production version of the Endurance features:

• A straightforward, function-driven aesthetic avoiding flashy details.
• Distinctive LED headlights and taillights utilizing the latest lighting technology.
• Beefy fender flares housing large tires and the in-wheel motors.
• Steps integrated into the battery pack housing along both sides for easy bed access.
• A front trunk/”frunk” storage compartment like the Ford F-150 Lightning.
• Simple surfaces and shaping following the goal of simplified production using fewer parts.

Interior and Technology

The interior aims for functionality and purpose over luxury:

• Minimalist black interior with large info screen and digital instrument cluster.
• Large center console divides driver and passenger areas.
• Rear bench seating for up to six total passengers.
• Modest use of hard plastics avoids luxury frills to control costs.
• Over-the-air software update capability will allow new features to be added remotely.
• Available advanced driver assistance systems for highway driving assistance.

Performance and Capability

Key Endurance capability metrics include:

• 600 horsepower and 6,000 pounds max towing capacity.
• AWD through the coordinated torque vectoring of four hub motors.
• 0-60 mph acceleration under 6 seconds.
• Dual motor rear option will enable faster 4-second 0-60 mph times.
• Maximum speed governed at 80 mph given commercial fleet focus.
• 4-6 inches of ground clearance for moderate off-roading utility.

In-Wheel Hub Motor Drivetrain

The in-wheel motor architecture provides:

• An electric motor inside each wheel allowing AWD without axles or differentials.
• Fewer moving parts, reduced maintenance requirements. Eliminates replaced parts like axles, belts, alternators, starter motors, and transmission.
• Improved traction and handling through near-instant torque vectoring.
• Overall vehicle weight reduction from simpler mechanics. Enhances efficiency.
• More cabin and cargo space by eliminating a central driveshaft and transmission tunnel.

Onboard Power Export Capability

The Endurance doubles as a mobile power source via available:

• Up to 7.2 kW exportable power from the battery pack.
• Up to 15x 120-volt outlets on the exterior to run tools, equipment, appliances.
• Dual charge ports allowing the truck to charge other EVs.
• Exportable power envisions uses on job sites, camping, during power outages.
• Can function as a home backup generator during emergencies.

Production Plans at Former GM Plant

Lordstown Motors has commenced prep work to manufacture the Endurance at its dedicated plant:

• Purchased 6.2 million square foot factory from GM in 2019 after they stopped producing the Chevrolet Cruze there.
• Plant located in Lordstown, Ohio which has strong automotive history and workforce talent.
• Facility already largely tooled for auto production, saving prototype costs.
• Lordstown aims to employ up to 10,000 hourly workers in coming years.
• Limited production slated for late 2021, expanding to 20,000-40,000/year at full output.

Market Prospects and Target Customers

Lordstown aims to win over fleet and commercial buyers first:

• Initial reservations only available for commercial and government fleets, not consumers.
• Endurance launches first into fleets to prove durability while scaling production.
• Fleet managers attracted to lower maintenance and fueling costs.
• Military and municipalities motivated by the exportable power capabilities.
• Chief competitor is Ford’s E-Transit commercial van also entering production in 2021.

Outlook for Expanded Lineup

Lordstown’s game plan includes:

• An electric van model said to follow shortly after the Endurance pickup.
• A performance variant named Endurance X teased for the future.
• A consumer version for private buyers if demand warrants it.
• Additional products fitting into an outdoors lifestyle brand identity.
• Leveraging the Ohio plant’s capacity for high-volume production.

Importance of Fleet Sales

Launching into commercial fleets helps Lordstown:

• Prove reliability and durability in heavy daily use.
• Start generating immediate revenues.
• Refine manufacturing processes and quality.
• Avoid initial scrutiny from luxury-focused private consumers.
• Advertise capabilities to future second owners of work trucks.
• Collect data from fleet usage needed for product refinement.

Challenges Facing the Endurance

Lordstown faces tough competition entering the pickup truck segment:

• High barriers to gain consumer awareness and credibility.
• Persuading commercial buyers to take a chance on a new brand.
• Avoiding quality issues and delays frequently encountered by startups.
• Securing sufficient battery supply and materials for production.
• Establishing a viable service network for fleet repairs and maintenance.
• Fending off pickup offerings from EV stalwarts like Tesla, Rivian and GM.

The Bottom Line

The Lordstown Endurance takes a pragmatic, cost-focused approach to delivering an electric work truck for commercial buyers first. While the newcomer faces stiff competition from entrenched automakers, its simplified hub motor design and price point could resonate with fleet managers seeking an affordable, low-maintenance EV truck with backup power capabilities.