Yes, they are serious!
Workhorse W-15 Electric Pickup Truck Receives Letters of Intent for 1,000 Potential Sales
Reports are that it will have separate front and rear electric drive motors.
Because electric motors reach max torque at start, these could have only minimal gearing.
That would put freewheeling (flat towing) as a secondary design category.
Range anxioty will be killed by a BMW power-pack under the hood - no direct mechanical connection to the wheels - ala' Chevy Volt.
Interesting