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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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Nuts & Bolts

 
 

The 2021 Volvo XC40 Recharge is coming to dealerships soon.

Photo courtesy of Volvo Car USA

Volvo's first fully electric vehicle, the 2021 Volvo XC40 Recharge, is coming to the U.S. with a starting MSRP of $53,990 and a 208-mile range. Those numbers make it more expensive and with a shorter battery range than most electric SUVs on the market today.

Currently, in the U.S., there aren't many all-electric SUV options. The 2020 Hyundai Kona Electric starts at $37,190 and comes with a EPA-estimated 258-mile range. Kia's 2020 Niro EV has a 239-mile rage and starts at $39,090. The 2021 Volkswagen ID.4 is on sale now starting at $39,995 and comes with a 250-mile range. Tesla sells the base grade Model Y $49,990 and has given it a 326-mile range.

2021 Volvo XC40 Recharge

Photo courtesy of Volvo Car USA

Audi sells two electric SUVs, the E-Tron and E-Tron Sportback. Both are larger than the XC40, Kona, and Niro. The 2021 E-Tron starts at $65,900 and has a 222-mile range. The E-Tron Sportback is more expensive, with a starting MSRP of $69,100, and has just 218 miles of range.

Most of the models on the list qualify for a federal tax credit of up to $7,500.

The XC40 Recharge is more premium than most of the models on the list, but its range is bound to be a sticking point for buyers, many of which still have looming issues surrounding the issue of range anxiety.

While its range is lower, the Volvo XC40 features strong powertrain figures. It delivers 402 horsepower and 486 pound-feet of torque.

The model can charge its 78-kilowatt-hour battery to 80 percent I about 40 minutes via a 150-kilowatt DC fast-charger. Volvo has teamed up with ChargePoint for nationwide charging access. ChargePoint offers 115,000 places to charge and gives users the option to purchase a ChargePoint Home Flex home charger when they buy the XC40 Recharge,

Volvo has given the model an Android infotainment operating system. It comes standard with Google Assistant, Google Maps, and the Google Play Store. Updates can happen over the air.

Its list of standard features includes a panoramic sunroof with power sunshade, 19-innch alloy wheels, 12.3-inch driver information display, 9.0-inch infotainment touch screen, dual-zone automatic climate control, four USB-C ports, and a rearview camera.

All Volvo XC40 Recharge models come with blind spot monitoring with steer assist, cross-traffic alert with automatic braking, adaptive LED headlights, lane keeping assist, and more.

To their XC40 Recharge, buyers can add a Climate Package ($750) that includes heated windshield-wiper blades, heated rear seats, and a heated steering wheel. The Advanced Packages ($1,300) adds high pressure headlight cleaning, Pilot Assist driver assistance system with adaptive cruise control, a 360-degree camera, a 12-volt power outlet in the luggage area, and wireless smartphone charging.

Single options include metallic paint ($645), Lava-colored carpet ($100), a 13-speaker Harman/Kardon Premium Sound system ($800), a heat pump ($350), and 20-inch five double-spoke Black Diamond Cut alloy wheels ($800).

Production of the XC40 Recharge is currently underway and it will soon be available in the U.S.

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Ford's latest concept vehicle is designed to better-equip firefighters for the tough tasks ahead.

Photo courtesy of Ford Motor Company

Filson is a brand for go-everywhere lifestyle enthusiasts looking to be equipped for the long road ahead. The Ford Bronco is ready to take them there. A new partnership between the two iconic names in outdoors-ing has resulted in the Bronco + Filson Wildland Fire Rig concept and limited-edition outdoor gear.

The Bronco + Filson Wildland Fire Rig concept features a combination of firefighting equipment, rugged materials crafted by Filson, and the four-door Bronco. It is designed to be a tribute to the decades of first responders who used the Bronco for their firefighting duties.

"Ford and Filson share a unique history of helping protect our nation's wildfire crews for more than a century and helping them access rugged areas of forests," said Dave Rivers, Bronco marketing manager. "Today, we're combining those strengths to support those who protect our natural resources as well as helping preserve our nation's forests for future generations."

Ford Bronco + Filson Wildland Fire Rig concept

Photo courtesy of Ford Motor Company

The new concept car is based on the 2021 Ford Bronco four-door Badlands trim with available Sasquatch Package. Its exterior features a Forest Service Green paint job that is similar to the color used on the first-generation U.S. Forest Service Bronco. At its face is a modular steel Ford Performance bumper with a Warn Zeon 10s winch.

A heavy-duty custom roof rack with Rigid LED light bar is mounted to the Bronco's accessory points on the side mirror arms and rear J-plate. The rack holds a Pulaski, shovel, water tanks and axes, and is strong enough to double as a firefighter lookout. Additional specialized equipment on the rig includes a Kimtek Firelite Fire/Rescue Transport skid that comes with a Hannay Reels fire hose reel, Davey high-pressure water pump, 50-gallon water tank, Stihl chainsaw, two hard hats, a high lift jack, and Sure Seal drop torch attached to it.

Filson materials make the interior of the concept tougher. There's otter green canvas door bolsters, armrests, and seat trim surrounds. The seating surfaces have quilted black leather inspired by Filson's jacket lining, and Ann embossed Bronco logo.

Grab handles and the center console are painted in matching Filson otter green while a CB radio is mounted to the Bronco's versatile BYO device rack on the instrument panel.

Fireproof ripstop nylon similar to that on Filson backpacks and briefcases is used for the bimini-style top and rear cargo area divider. The top can be opened, rolled back and secured by Filson bridle leather straps.

Bronco Wild Fund Presents: Shared History, Shared Action | Ford www.youtube.com

There's a Cerakote ceramic coating on the wheels, custom fabricated roof rack and grille, and a unique inside for the center console and instrument panel trim, all of which are designed for longevity. The center of the steering wheel features the Bronco horse plated in Filson brass. An embroidered Filson logo is mounted to the interior top and a similar logo has bee napplied to the center console trim tag.

"The Filson and Bronco collaboration was a natural fit, given the deep histories both brands have with the U.S. Forest Service dating back to the midcentury, when crews relied on the Filson Cruiser jackets and first-generation Broncos to reach remote terrain and protect them in harsh conditions," said Doug Thielen, director of marketing at Filson. "Our resilient materials and innovative product designs are the perfect complement for the rugged Bronco SUV, and honor wildland firefighters who risk it all to protect our forests and natural resources."

Earlier this week, Ford announced its new Bronco Wild Fund initiative. The company is set to use a percentage of the sales money it brings in from Bronco sales to fund an endowment that will benefit numerous outdoors-focused initiatives. Ford and the Bronco Wild Fund will donate two Broncos outfitted with firefighting equipment to help wildland fire personnel protect communities and vital natural resources.

Additionally, Filson and Ford will sell limited-edition Bronco + Filson outdoor gear at Filson.com to benefit the Bronco Wild Fund.

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