Workhorse Unveils New "Work Ahead" Positioning And Identity As Part Of Full Brand Redesign
Ohio-based OEM named Grey New York their full-service agency of record Workhorse showcases its W-15™ electric pickup, SureFly® electric helicopter, unveils new brand today in NYC
CINCINNATI, Aug. 13, 2018 /PRNewswire/ -- Workhorse Group Inc. (NASDAQ: WKHS), an American technology company focused on changing the way the world works by providing sustainable and cost-effective transportation solutions, announced today their corporate rebranding and first strategic marketing platform "Work Ahead" – positioning them as a loyal, relentless ally that's always ready to take action. The new positioning and design work, concepted and produced by Grey New York, will be unveiled today 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," said 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."
"It's incredibly exciting to not only define the visual identity of a brand, but to do so in an emerging territory such as alternative energy," said Han Lin, Group Creative Director of Design at Grey. "The Workhorse identity is a synthesis of old and new, steeped in American values of hard work and entrepreneurism. Workhorse operates in a space that is still being defined; therefore, it was important for us to be very deliberate with every design decision in order for a clear point of view to come through in everything the Workhorse customer touches."
Later this year, Workhorse will begin pilot production for the W-15 electric pickup, which completes the daily work mission while harnessing more horsepower and torque than comparable, fuel-powered models. Additionally, they are a leader in the development of eVTOL aircraft, and have initiated the FAA type certification process for SureFly in the United States.
"Workhorse is a great example of the type of brand-building and design work Grey is spearheading in the technology and startup space," said Jane Reiss, Chief Brand Experience Officer of Grey New York. "Our channel planning leans heavily into experience and earned media for trial and awareness, building brand advocacy and excitement in this unchartered new category. We're proud of what Workhorse represents and thrilled to be their marketing partner as they revolutionize and disrupt transportation and delivery services."
About Workhorse Group Inc.
Workhorse is an American technology company focused on changing the way the world works by providing sustainable and cost-effective transportation solutions. As an original equipment manufacturer, Workhorse designs and builds high performance battery-electric vehicles, including trucks, aircraft and drones. They also develop cloud-based, real-time telematics performance monitoring systems that are fully integrated with their vehicles to enable fleet operators to optimize energy and route efficiency. All Workhorse vehicles are designed to make the movement of people and goods more efficient and less harmful to the environment. For additional information visit workhorse.com.
The Workhorse W-15 is a range-extended electric pickup truck, the first built from the ground up by an original equipment manufacturer (OEM) in America, 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. 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. With the goal of being the safest pickup truck in America for fleet operators, the W-15's safety features include an extra large front crumple zone and crash mitigation technologies, including automatic braking and lane centering. The W-15 is anticipated to have a $52,500 MSRP. For more information, visit workhorse.com/pickup.
The SureFly is a two-place hybrid-electric VTOL multi-copter aircraft developed by Workhorse in Loveland, OH. 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 per hour, for up to two hours, day or night. The aircraft utilizes a fly-by-wire flight control system designed to maintain the flight envelope of the aircraft.
The aircraft was developed to be quiet, comfortable, practical and, above all else, safe. It has eight independent, electrically-driven props each driving a single carbon fiber propeller powered via a piston or turbine based generator. The craft also has a small lithium battery backup to power the motors for a safe descent and landing in the rare event that the generator should fail while in flight. In addition to these redundancies, the SureFly design has a ballistic parachute that works above 100ft of altitude.
In June 2018, the Federal Aviation Administration (FAA) accepted Workhorse's application for Type Certification, an important step forward, as the SureFly design appears to be the first hybrid-electric VTOL multi-copter to reach this important milestone with the FAA. The SureFly is anticipated to have a $200,000 MSRP. For more information, visit workhorse.com/surefly.
Forward Looking Statement
This press release includes forward-looking statements. These statements are made under the "safe harbor" provisions of the U.S. Private Securities Litigation Reform Act of 1995. These statements may be identified by words such as "believes," "expects," "anticipates," "estimates," "projects," "intends," "should," "seeks," "future," "continue," or the negative of such terms, or other comparable terminology. Forward-looking statements are statements that are not historical facts. Such forward-looking statements are subject to risks and uncertainties, which could cause actual results to differ materially from the forward-looking statements contained herein. Factors that could cause actual results to differ materially include, but are not limited to: our limited operations and need to expand in the near future to fulfill product orders; risks associated with obtaining orders and executing upon such orders; the ability to protect our intellectual property; the potential lack of market acceptance of our products; potential competition; our inability to retain key members of our management team; our inability to raise additional capital to fund our operations and business plan; our inability to maintain our listing of our securities on the Nasdaq Capital Market; our ability to continue as a going concern; our liquidity and other risks and uncertainties and other factors discussed from time to time in our filings with the Securities and Exchange Commission ("SEC"), including our annual report on Form 10-K filed with the SEC. Workhorse expressly disclaims any obligation to publicly update any forward-looking statements contained herein, whether as a result of new information, future events or otherwise, except as required by law.
Contact: Ryan Hallett
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SOURCE Workhorse Group Inc.
Released August 13, 2018