Workhorse Thinking Of W-15 PHEV Truck Consumer Sales


Workhorse W-15 PHEV Truck

Been wanting one of these PHEV trucks? Time to sign up.

workhorse w-15 power port 2Workhorse is making it clear that the target customer for its W-15 plug-in hybrid pick up truck is a number-crunching fleet manager.

But, if you’re just a cowgirl who likes to roam the ranch without all the pollution of a diesel-powered truck or a cowboy who thinks electric drive is the way to go, all you can do is look and wish. Or maybe not.

Workhorse CEO Steve Burns told InsideEVsĀ the other day that,

“Usually, we don’t sell to consumers right out of the gate because they don’t say, ‘Okay, I’ll pay more for this truck with it’s initial purchase price, and I’m going to keep it for 10 years and in 10 years with the purchase price, 10 years of fuel, 10 years of maintenance, what’s my all-in number?’ That’s really what fleets look at. Our goal is to be known as the electric truck company that caters to fleets.”

But it turn out that the aforementioned cow-people might be able to do math as well. Now, thanks to customer demand, Workhorse has opened up a part of its website to gauge potential demand for non-fleet sales.

The page is simple, and all it says is:

Interested in a consumer version of the W-15?

Due to the popularity of the W-15 we are considering creating a consumer version.

Sign up if you would be interested in ordering a W-15.

We’ll contact you when we begin taking deposits.

So, that’s suitably unclear what might be happening. At least we know some details about the truck itself: a 460 horsepower machine, it will have an 80-mile all-electric range thanks to a 60 kWh battery. It will get around 75 miles per gallon equivalent and cost $52,500 (full details, more specs and photos from launch here).

The first deliveries are supposed to happen in 2018. If enough people sign up, perhaps individuals will be able to get the keys at that time, and not just people in charge of fleets.




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11 Comments on "Workhorse Thinking Of W-15 PHEV Truck Consumer Sales"

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This would be terrific. I hope Ford gets a Huge wake up call on this news!

I don’t think anybody’s asleep. They’re bean counters.

There are more beans to be made losing tiny share (at first) and heckling the conquests as they go, than there are to introducing F150 PHEVs at thinner margins. That would make aluminum look cheap. About now, the “Fields share-loss” slide is probably being updated a few basis points, for new CEO, Hackett.

Ford/GM may even be happy Workhorse is around, to buy credits from.

I see it says “pre-reserve” in the tweet but currently on the website it appears to be nothing more than an email list…

Would recommend they add you to some queue and tell you your queue number for no other reason than to create excitement…

The most hopeful sign is that they don’t have Bob Lutz pulling a salary out of this hybrid truck startup. šŸ™‚

I’d like to see one of you nerds create an all-in, 10-year ICE/W-15 comparison for a series of average annual miles situations.

Beef it the chassis up and use it as base for RVs and the sales should take off.

It has appeal of quiet battery backup and the capability of REx combined with remote power supplies.

Now that’s a great idea….

Sign me up!

Good to see that Workhorse is testing the waters for sales outside of commercial fleets, but I have to wonder just how big their ambitions are. Workhorse is a low-volume vehicle manufacturer. Are they thinking about becoming a growth company, like Tesla?

It’s not impossible, of course, but would definitely represent a big change in business strategy for the company, and a risky one. An attempt to expand rapidly that failed would likely cause the company to go under.

However, I’m not saying they shouldn’t do this. Disruptive tech revolutions always create potential for small companies to become large ones. But still, more fail than succeed at that, even with the opportunity created by a disruptive tech revolution.

Here’s hoping Workhorse gives Tesla some competition. They need it, since they’re not getting any serious competition from legacy auto makers!

They’re clearly not changing strategy yet, and are focused on commercial fleets; the organizational structure is very different between that market and the consumer one (which would need a pretty wide dealer network). Also, trucks as personal vehicle is a fad, with no knowing when/if it’ll go poof (like the Hummer fad). Commercial fleet once they’ve run the numbers and made decisions will be committed for 5-10 years.

However, it doesn’t cost anything to touch base with a list of potential consumer buyers for future use.

Cool. My Dodge Ram 4×4 is 18 years old now, I’ve just been hanging on waiting for some sort of EV truck.