• by Larissa Faw , August 15, 2018

Workhorse Group is revealing "Work Ahead" its first strategic marketing platform and corporate rebrand to position the company as a "relentless ally always ready to take action."

The firm manufactures battery-electric vehicles, including trucks, aircraft and drones.

The new positioning and design work, concepted and produced by Grey New York, debuted in New York City at a public event outside of the agency's offices to showcase the company's W-15 range extended electric pickup, a smaller version of its delivery vans, and SureFly personal electric helicopter.

Grey's channel planning leans "heavily into experience and earned media for trial and awareness, building brand advocacy and excitement in this unchartered new category," says Jane Reiss, chief brand experience officer at Grey New York.

The Cincinnati-based client named Grey its AOR based on its previous work handling tech startups through its Brand Experience Group.

“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," says Steve Burns, CEO, Workhorse Group. 

The company is seeking to be a leaders as the delivery transportation industry shifts into alternative energy-powered vehicles. In addition to orders from USPS and Ryder, UPS requested 950 electric delivery trucks in June. FedEx is also in discussions for possible purchases. The company currently operates some 300 electric and 700 hybrid electric vehicles in the U.S.