Workhorse Rebrands, Moves Forward on W-15 Electric Pickup

workhorse truck
The W-15 electric pickup (Source: Workhorse)

Cincinnati-based Workhorse Group Inc. has announced a corporate rebranding and its first strategic marketing platform, “Work Ahead.”

The new positioning and design work, produced by Grey New York, was unveiled this week in New York City at a public event showcasing the W-15 range-extended electric pickup and SureFly personal electric helicopter.

“We are at a watershed moment as the worlds of alternative energy and transportation become further intertwined,” says Steve Burns, CEO of Workhorse. “As more brands enter the space, having a strong marketing platform that lets workers know that Workhorse is a brand they can get behind, because we get behind them, is more important than ever.”

Later this year, Workhorse will begin pilot production of the W-15 electric pickup, which completes a daily work mission while harnessing more horsepower and torque than comparable fuel-powered models, according to the company.

The truck is based on the same platform technology used in the Workhorse N-GEN electric delivery van. With an expected 80-mile, all-electric range using Panasonic 18650 Li-ion batteries, the battery pack will cover the vast majority of miles driven in a day by fleet operators, says Workhorse. If needed, the range extender will activate to continuously charge the batteries, allowing additional unlimited range to complete the day’s tasks.

The W-15 also features the ability for owners and operators to power equipment directly from the vehicle’s batteries, without the vehicle running, which allows a crew to complete their duties without an external power source. The W-15 is anticipated to have a $52,500 MSRP.

The SureFly is a hybrid-electric, vertical takeoff and landing aircraft developed by Workhorse in Loveland, Ohio. It is designed to accommodate a pilot and passenger or a pilot and cargo – up to 550 pounds – at a speed of about 70 miles mph for up to two hours. The SureFly is anticipated to have a $200,000 MSRP.

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