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New Lordstown Endurace commercial delivers all the feels while advertising new pickup

The new pickup truck features an all-electric powertrain

Photo courtesy of Lordstown Endurance

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 www.youtube.com

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.

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The 2022 Acura TLX has the technology enabled.

Photo courtesy of Acura

Toyota and Lexus announced that the WarnerMedia RIDE app would be coming to their models earlier this year. Now, Honda and Acura will be offering the same.

On certain Wi-Fi enabled Honda and Acura vehicles, AT&T unlimited in-car Wi-Fi users will have access to the WarnerMedia RIDE app. The app allows users to connect multiple devices in their vehicles to browse, stream and share premium content from the WarnerMedia library while on the road.

Honda and Acura vehicle owners have been able to use their on-board modem as a hot spot for connecting up to seven devices since 2017. Models compatible for the new tech include the Acura RDX (2019-present), Acura TLX (2021), and Acura MDX (2022) across all trim levels. Honda vehicles with the tech include Accord (2018-present, Touring), Odyssey (2018-present; Touring, Elite), Insight (2019-present, Touring)., Passport (2019-present; Touring, Elite)., and Pilot (2019-present; Touring, Elite, Black Edition).

The WarnerMedia RIDE App allows passengers to access 1,000+ hours of live and on-demand entertainment. The app includes hit TV shows and movies from top brands such as Cartoon Network, CNN, HBO Max, TBS, TNT and TruTV, spanning animation, entertainment, news, sports and more.

WarnerMedia RIDE app The WarnerMedia RIDE app allows users to choose their own avatar.Photo courtesy of Acura

Users can set up profiles and personalize their user exerpience with an avatar from the WarnerMedia library. Profiles also ensure age-appropriate content with options for adults to restrict access to their profiles with an access code.

"Wireless connectivity and connected car services continue to be key features for customers and our long-standing relationship with AT&T continues to be one way we deliver exciting new content to Honda and Acura owners," said Art St. Cyr, vice president of North American Auto Strategy for American Honda. "Honda will continue working to enhance the in-car experience, including the capabilities of the AT&T network and access to top content with WarnerMedia RIDE."

"We're always looking for new and innovative ways to elevate the connected car experience for our customers. With WarnerMedia RIDE, we are delivering a connected experience that's perfect for journeys," said Joe Mosele, vice president, Mobility & Internet of Things, AT&T. "Our collaboration is keeping Honda and Acura owners connected wherever they travel with hours of news and entertainment for the whole family."

WarnerMedia RIDE is available now in the App Store and on Google Play for all U.S. unlimited data plan subscribers. WarnerMedia RIDE is included at no additional cost for existing and new unlimited subscribers.

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Lamborghini is accelerating its path toward an all-electric future.

Photo courtesy of Lamborghini Automobili

Lamborghini plans to electrify its lineup and now we know how fast that process will be going and what the company won't be focusing on. In a presentation, Stephan Winkelmann, President and CEO of Automobili Lamborghini, detailed that the super luxury automaker will "focus continually on identifying technologies and solutions that guarantee top performance and driving dynamics" rather than fuel economy. Those words are magic to enthusiasts ears.

"Lamborghini's electrification plan is a newly-plotted course, necessary in the context of a radically-changing world, where we want to make our contribution by continuing to reduce environmental impact through concrete projects," said Winkelmann. "Our response is a plan with a 360 degree approach, encompassing our products and our Sant'Agata Bolognese location, taking us towards a more sustainable future while always remaining faithful to our DNA."

The three-phase approach to electrification starts this year. From 2021 to 2022, Lamborghini will focus on "presenting models paying tribute to the company's recent period of continuous success". Expect two new cars in the V12 model line-up to be announced this year.

By the end of 2024, the hybrid transition for the automaker will be well underway. In 2023 Lamborghini will launch its first hybrid series production car and by the end of 2024, the entire range will be electrified. The company's internal target for this phase is to reduce product carbon dioxide emissions by 50 percent by the beginning of 2025.

In this second phase, Lamborghini is committed to keeping the drive experience in focus as well as the application of carbon fiber materials, which the company sees as crucial in developing their new product lineup.

Lamborghini is committing to bringing the company's first fully-electric car to the market in the second half of the 2020s with a number of electric vehicles on the horizon. The automaker expects to introduce a fourth model.

The automaker has initiated an investment of 1.5 billion euros to create the pathway to electrification. The money will be spent over four years time.

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