This morning, Lordstown Motors released a new video showing its all-electric Endurance pickup at work, a month after formally introducing the all-electric pickup truck from their headquarters in Lordstown, OH.

The video opens with workers starting their day across various environments, including a farm, a factory, and a job site, with the truck the centerpiece of loading supplies, moving livestock, and towing bales of hay, along with a farmer mom carrying her baby for good measure.

The look and feel are specifically reminiscent of the classic “tough truck” videos used by the Detroit 3 for Ram, Silverado, and F-Series trucks, and the video rivals those incumbent spots in production quality.

The monologue, however, makes sure to inject electric inspiration:

“Whatever gets you out of bed in the morning, that little light that turns on, that spark that ignites your core … That electricity inside you that drives you … pushes you past what you thought were your limits …. to become stronger than your circumstances, and above all, endure. Endurance is our very nature.”

Lordstown Motors is targeting summer 2021 for the first trucks to hit the road. New orders will have to wait a while longer, as Lordstown says it has sold out its first year of production target of 20,000 units.