Before it's release, the Lordstown Motors Endurance all-electric pickup has signed a big endorsement deal to bring brand awareness to the truck.
What Happened: Lordstown Motors signed Cincinnati Bengals quarterback Joe Burrow as the first brand partner for the Endurance truck.
The “Work for it” campaign kicks off with Burrow as the face.
Burrow highlights the phrase “If you want something better, work for it,” for both him and Lordstown Motors.
Why It’s Important: The 2019 Heisman Trophy winner was the No. 1 draft pick in the 2020 NFL Draft and put together one of the best college football seasons ever at LSU last year.
Burrow went to high school in Ohio and also attended Ohio State University before transferring to LSU.
Lordstown Motors will make the Endurance truck at the former General Motors (NYSE:GM) Lordstown plant in Ohio.
It’s notable that the press release listed Burrow as the “first face” of the campaign, implying more celebrity spokespersons could be named in the future. A betting site listed the Endurance with the third-best odds to get an all-electric pickup to market first, trailing the Rivian R1T and Cybertuck from Tesla (NASDAQ:TSLA).
Lordstown hopes to make 100,000 Endurance trucks a year. The company reported 40,000 reservations for the truck, which is expected to see pricing start at $52,500.
Lordstown Motors Ownership: Lordstown Motors is set to merge with SPAC DiamondPeak Holdings Corp (NASDAQ:DPHC). Shareholders will vote on the SPAC deal on Oct. 22.
General Motors is an investor in Lordstown Motors.
Workhorse Group (NASDAQ:WKHS) owns 10% of Lordstown Motors and will also receive royalties on every Endurance truck sold. Lordstown Motors was founded by former Workhorse Group CEO Steve Burns.