Lordstown Endurance 2023: threat to the F-150 Lightning Pro?

I’ll be honest, the Endurance pickup truck by Lordstown was totally unknown to me, until I set foot at that sad last edition of the Detroit Auto Show. That’s where I saw it, parked in the middle of the NACTOY (North American Car of the Year) booth, where the vehicles in the running for the 2023 awards, which will be unveiled next January, were. Being myself part of the jury of this organization, this van was of course going to pique my curiosity, knowing nothing of its history.

For me, the name “Lordstown” evokes the defunct GM plant located in Ohio, where the manufacturer’s compacts were manufactured for decades (Vega, Monza, Cavalier, Cobalt and Cruze, to name only the Chevrolets). And indeed, it is at this factory that this new van was born, following the acquisition of the latter by Foxconn, a company associated with Lordstown. And if the name of Foxconn means something to you, it is because it is particularly known for the assembly of iPhones and iPads.

Foxconn’s know-how therefore not being in doubt, one can imagine the seriousness of Lordstown, which is in its first steps in the marketing of its new van. A marketing that begins in Ohio, Michigan and California, the first three markets targeted by the company.

It was in the context of the NACTOY tests, an annual event taking place in Ann Arbor not far from Detroit, that I was able to discover and test the Endurance. A 5.5-foot crew-cab pickup truck with four wheel motors and a 109 kWh battery. Its format is directly comparable to that of an F-150, and its weight is also close to that of the Lightning Pro, displaying a net mass of 6,450 lb (2,925 kg). According to the manufacturer, the autonomy would be 200 miles (320 km) while the Endurance could tow masses reaching 8,000 lb (3,630 kg).

So, in terms of numbers, it compares quite well to the small-battery F-150 Lightning, especially to the Pro version, which is more utilitarian. It should be said that the objective of Lordstown is precisely to target the firms in search of vehicle-tools.

Moreover, it is impossible for an individual to get their hands on one of these pickups, only offered in white for the moment, and without the possibility of adding options. According to the words of Edward Hightower, the president of the company who came to discuss with the journalists, the commercial potential with companies is immense since no one yet specializes solely in this niche.

During my test drive, technical development engineer Chi Yip told me that they are also working on a two-wheel-drive single-cab pickup truck, SUV, and even a commercial van that could rival Ford’s E-Transit.

Fifty miles…

At first glance, the pickup looks like an older generation Chevrolet. The lines are very angular, classic, but characterized by the integration of more or less aesthetic moldings and horizontal LED lights. As with the F-150 Lightning, there is a front trunk, here with a volume of 340 liters, as well as a cabin that can accommodate five occupants with all the necessary space.

Obviously, the driving position hardly impresses. The functions of the screens are relatively limited, while the graphic definition is seriously disappointing. That said, a business owner can – via an app – manage their vehicle(s) by geolocating them, which means getting information about the remaining charge and even limiting their maximum speed. Cloud-based OS updates can be performed as needed.

I could have driven the van for about 50 kilometers. Just enough to see that it is truly designed with a work tool in mind, and not to offer any luxury or comfort. Quickly, we realize that it is noisy.

Annoying to the ear due to poor soundproofing, but also because several curious sounds emanate from electrical inverters and motors. Then, past the 100 km/h mark, you feel a mechanical vibration illustrating the lack of refinement of the product. This is no doubt why the company had voluntarily limited the maximum speed to 75 mph in the context of these tests.

Featuring leaf rear suspension and a traditional rigid axle, it also doesn’t have the same handling as the much friendlier and more refined F-150 Lightning when it comes to the ride. That said, the Endurance feels solid and well built. The body noises are conspicuous by their absence so that it gives off a very reassuring impression of robustness.

The cabin is home to fabric upholstery that’s certainly cheap to look at, but designed to be durable in the long run. The same goes for the finishing plastics and the central console, which is massive and visibly very solid. In fact, the only things that look less sturdy are the steering column-mounted switches and levers, ironically from GM’s catalog.

Lordstown in Canada?

Answer: Not anytime soon. In fact, Lordstown didn’t even seem to know that north of the US border is a country that particularly appreciates electric vehicles. Clearly, the goal is first to conquer the market of the first three American states (Ohio, Michigan and California), and then to expand the spectrum in other places in the United States. For now, that’s all we can confirm, Canada not being part of Lordstown’s official plans.

Mind you, with a price tag of US$63,900 (compared to US$53,900 for a 2023 F-150 Lightning Pro), it’s understandable that Lordstown isn’t interested in selling on this side of the border. Moreover, between you and me, the product will have to prove itself before we expand its market, which remains very embryonic for the moment.

The brand’s strategists precisely explained that a first series of 500 trucks is planned and that then, production would be launched according to demand. Thus, and although Lordstown claims to be able to manufacture as many units as it wishes, there will have to be a real shortage at Ford for companies to move towards this product, which will also have to compete shortly with the Chevrolet Silverado EV Work Truck.

So, does Endurance pose a serious threat to the F-150 Lightning Pro? Absolutely not. It will be interesting to follow the evolution of this company which seems very serious and which could carve out a place for itself in this very particular niche where the demand is clearly very strong.

See also: 2022 Ford F-150 Lightning review