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Union Pacific's "We Will Deliver" Slogan

Index For This Page

This page was last updated on August 23, 2008.

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Overview

Time span for use of "We Will Deliver" was between mid-April 1996 (UP 5081, completed on 18 April 1996) and mid-December 1996 (UP 1183, 5968, and 5999, all completed on 12 December 1996).

The "We Will Deliver" slogan was based on a mission statement by Ron Burns during his tenure as CEO of Union Pacific Railroad, from August 1995 to November 1996. The slogan was first used on a group of new covered hoppers delivered in early 1996, and first appeared on repainted locomotives coming out of North Little Rock in April 1996. On freight cars, the slogan included either three ending periods (known as an "ellipsis") or a single ending period. On the locomotive fleet, the slogan did not include an ending period.

The slogan was used on 52 new units from EMD and on 36 new units from GE, delivered between June and September 1996. Although the ex-D&H GP39-2s in the 2729-2748 series were given their UP numbers between late August and mid-September 1996, they did not carry the We Will Deliver slogan.

At least 266 units (including 88 units delivered new) received the "We Will Deliver" slogan. Research during 2004 confirmed 234 units.

Apparently not all units repainted during the April to December time span received the new slogan. The following units have been confirmed as not having the slogan: UP 400, 407, 927 (possibly as 5536), 2749, 5999, 9055. UP 2987 was initially reported has having the slogan, but a photo taken on November 6, 1999 shows that it did not. UP 3074 was seen in July 1996 without the slogan; other reports show it as having the slogan.

The List

Since Union Pacific did not record which units carried the slogan, this listing is based entirely on actual sightings of the units.

Road
Number
Confirmed Model Date Notes
213 X B30-7   Repainted, already numbered as UP 213, ex-MP 4813
401   C30-7 8 Nov 1996 From UP 2401
402   C30-7 19 Nov 1996 From UP 2402
403   C30-7 21 Nov 1996 From UP 2403
404   C30-7 11 Nov 1996 From UP 2404
405   C30-7 12 Nov 1996 From UP 2405
406   C30-7 19 Nov 1996 From UP 2406
408   C30-7 22 Nov 1996 From UP 2408
(420)   C30-7   (see UP 2420)
438   C30-7 6 Nov 1996 From UP 2440
445   C30-7 28 Oct 1996 From UP 2447
480   C30-7 11 Dec 1996 From UP 2485
518 X C30-7 4 Dec 1996 From UP 2524
601 X C36-7 31 Oct 1996 From UP 9001
(603)   C36-7   (see UP 2603)
606   C36-7 28 Oct 1996 From UP 2606, to UP 7948 on 27 Aug 2000
608   C36-7 28 Oct 1996 From UP 2608, ex-UP 9008
(609)   C36-7   (see UP 2609)
622   C36-7 25 Oct 1996 From UP 2622, ex-UP 9022
645   C36-7 28 Oct 1996 From UP 2645, ex-UP 9045
638 X GP40 3 Jul 1996 From C&NW 5507, to 689 on 23 Dec 1997, to UP 9967 on 13 Apr 2000
648 X GP40 7 May 1996 From C&NW 5524
(689)   GP40   (see UP 638)
916 X GP50 23 May 1996 From C&NW 5072, to UP 5526 on 10 Nov 1997
921   GP50 11 Jun 1996 From C&NW 5079, to UP 5531 on 1 Jul 1997
1183 X SW1500 12 Dec 1996 From SP 2662, to UPY 1183 on 4 Oct 2000
1846   GP38-2 30 Nov 1996  
1989 X GP38   Repainted, already numbered as UP 1989, ex-MKT 332
2004 X GP38-2   Repainted, already numbered as UP 2004
2031 X GP38-2   Repainted, already numbered as UP 2031
2400-2407   GP38-3   8 units delivered new in November and December 1996
2420 X C30-7   Repainted, now UP 420
2451 X C30-7   Repainted
2477 X C30-7   Repainted
2603 X C36-7 15 Oct 1996 From UP 9003, to UP 603 on 23 Apr 1997
2608   C36-7 15 Oct 1996 From UP 9008, ex-MP 9008, to UP 608 on 28 Oct 1996
2609 X C36-7 31 May 1996 From UP 9009
2622   C36-7 30 Sep 1996 From UP 9022, ex-MP 9022, to UP 622 on 25 Oct 1996
2645   C36-7 11 Oct 1996 From UP 9045, ex-MP 9045, to UP 645 on 28 Oct 1996
2750   GP39-2 12 Sep 1996  
2974 X SD40-2 4 Dec 1996 From C&NW 6826
2983 X SD40-2 5 Sep 1996 From C&NW 6851
2984 X SD40-2 11 Sep 1996 From C&NW 6852
2986 X SD40-2 2 Dec 1996 From C&NW 6854
2987   SD40-2   UP 2987 was reported as having the WWD slogan, but was not renumbered from C&NW 6855 until 3 March 1998. Ralph Back has confirmed that UP 2987 did not have the WWD slogan as of November 6, 1999. (Ralph Back, email dated August 22, 2008)
3001 X GP40-2   Repainted, already numbered as UP 3001, ex-MKT 227
3023 X SD40-2 25 Nov 1996 From C&NW 6842
3030 X SD40-2 14 Aug 1996 From C&NW 6850
3035 X SD40-2 4 Oct 1996 From C&NW 6870
3056 X SD40-2 14 Nov 1996 From C&NW 6891
3069 X SD40-2 23 May 1996 From C&NW 6904
3074 X SD40-2   UP 3074 may have received the WWD slogan after a photo taken on 7 July 1996, which shows it without WWD. Repainted, already numbered as UP 3074, ex-C&NW 6909.
3079 X SD40-2 12 Jul 1996 From C&NW 6916
3081 X SD40-2 31 Oct 1996 From C&NW 6918
3083 X SD40-2 20 Jun 1996 From C&NW 6920
3100 X SD40-2 29 Nov 1996 From UP 1896
3101 X SD40-2 20 Oct 1996 From UP 1996
3181   SD40-2 Oct 1996 Repainted
3306 X SD40-2   Repainted
3312 X SD40-2 27 Jun 1996 Repainted after Life Extension
3324 X SD40-2 22 Aug 1996 Repainted after Life Extension
3337 X SD40-2 11 Sep 1996 Repainted after Life Extension
3342   SD40-2 22 Aug 1996 Repainted after Life Extension
3369 X SD40-2 3 Sep 1996 Repainted after Life Extension
3370 X SD40-2 24 Sep 1996 Repainted after Life Extension
3371 X SD40-2 30 Aug 1996 Repainted after Life Extension
3372 X SD40-2 29 Aug 1996 Repainted after Life Extension
3385 X SD40-2 7 Oct 1996 Repainted after Life Extension
3395 X SD40-2 19 Jul 1996 Repainted after Life Extension
3398 X SD40-2   Repainted
3401 X SD40-2 25 Oct 1996 Repainted after Life Extension
3406 X SD40-2 20 Sep 1996 Repainted after Life Extension
3425 X SD40-2 7 Nov 1996 Repainted after Life Extension
3457 X SD40-2 19 Oct 1996 Repainted after Life Extension
3562 X SD40-2   Repainted
3582 X SD40-2   Repainted
3654 X SD40-2   Repainted
3681 X SD40-2   Repainted
3763 X SD40-2   Repainted
3916   SD40-2   Repainted, already numbered as UP 3916, ex-MP 6016
3943 X SD40-2   Repainted, already numbered as UP 3943, ex-MP 6043
3947 X SD40-2   Repainted, already numbered as UP 3947, ex-MP 6047
B4250 X SD40-2   Repainted, already numbered as UP B4250, ex-MP 3250
5021 X SD50   Repainted, already numbered as UP 5021, ex-MP 5021
5075 X SD50 23 Nov 1996 From C&NW 7015
5080 X SD50 11 Nov 1996 From C&NW 7020
5081 X SD50 25 Apr 1996 From C&NW 7021
5082 X SD50 24 May 1996 From C&NW 7022
5084 X SD50 31 Oct 1996 From C&NW 7024
5085 X SD50 14 Nov 1996 From C&NW 7025
5510 X GP50 25 Jun 1996 From C&NW 5050
5513 X GP50 15 Aug 1996 From C&NW 5054
5515 X GP50 7 May 1996 From UP 905, ex-C&NW 5058
5517 X GP50 6 Aug 1996 From C&NW 5060
5518 X GP50 23 Jul 1996 From C&NW 5061
5520 X GP50 11 Oct 1996 From C&NW 5063
5521 X GP50 26 Sep 1996 From C&NW 5064
5525 X GP50 7 Nov 1996 From C&NW 5070
(5526) X GP50   (see UP 916)
5530 X GP50 30 Sep 1996 From C&NW 5078, retired 4 Dec 1997
(5531)   GP50   (see UP 921)
5535 X GP50 5 Aug 1996 From C&NW 5086
5537 X GP50 9 Sep 1996 From C&NW 5092
5541 X GP50 19 Sep 1996 From C&NW 5098
5542 X GP50 26 Jun 1996 From UP 933, ex-C&NW 5056
5546 X GP50 10 Sep 1996 From C&NW 5083
5549 X GP50 15 Jul 1996 From C&NW 5069
5550 X GP50 27 Aug 1996 From C&NW 5071
5551 X GP50 10 Oct 1996 From C&NW 5076
5553 X GP50 22 Aug 1996 From C&NW 5087
5554 X GP50 21 Oct 1996 From C&NW 5088
5557 X GP50 15 Nov 1996 From C&NW 5099
5945 X SD60 14 Oct 1996 From C&NW 8055
5948 X SD60 25 Nov 1996 From C&NW 8006
5949 X SD60 31 Oct 1996 From C&NW 8007
5952 X SD60 5 Jun 1996 From C&NW 8015
5953   SD60 27 Nov 1996 From C&NW 8016
5958 X SD60 4 Dec 1996 From C&NW 8028
5959 X SD60 8 Nov 1996 From C&NW 8029
5961 X SD60 27 Jun 1996 From C&NW 8031
5964 X SD60 14 Nov 1996 From C&NW 8043
5968   SD60 12 Dec 1996 From C&NW 8053
5969 X SD60 10 Oct 1996 From C&NW 8054
5972 X SD60 17 Jul 1996 From C&NW 8004
5973 X SD60 31 Oct 1996 From C&NW 8005
5985 X SD60 28 Oct 1996 From C&NW 8027
5991 X SD60 14 May 1996 From C&NW 8039
6077 X SD60   Repainted
6271 X SD60M   Repainted
6272 X SD60M   Repainted
6273 X SD60M   Repainted
6275 X SD60M   Repainted
6276 X SD60M   Repainted
6278 X SD60M   Repainted
6283 X SD60M   Repainted
6284 X SD60M   Repainted
6285 X SD60M   Repainted
6286 X SD60M   Repainted
6287 X SD60M   Repainted
6291 X SD60M   Repainted
6298 X SD60M   Repainted
6311 X SD60M   Repainted
6339 X SD60M   Repainted
6373   SD60M   Repainted
6724 X C44AC 17 Jul 1996 From C&NW 8822
6736 X C44AC 16 Sep 1996 From C&NW 8834 (also Operation Lifesaver)
6787   C44AC May 1996 (new)
6841 X C44AC   Repainted
6842 X C44AC   Repainted
6843 X C44AC   Repainted (slogan removed by 31 May 1998)
6845 X C44AC   Repainted
7010-7012   C6044AC   3 units delivered new in August 1996
7016   C6044AC    
7048-7079   C6044AC   32 units delivered new in August to September 1996
7374-7405   C6044AC   Renumbered from 7048-7079
8025-8074   SD9043AC   50 units delivered new in June to September 1996
8160 X SD90AC   Delivered new in August 1996, to UP 8500
8201 X SD90AC   Delivered new in October 1996, to UP 8501
(8500)   SD90AC   (see UP 8160)
(8501)   SD90AC   (see UP 8201)
9031 X C40-8 23 Aug 1996 From C&NW 8509
9040   C40-8 7 May 1996 From C&NW 8518
9061 X C40-8 2 Aug 1996 From C&NW 8539
9062   C40-8 18 Apr 1996 From C&NW 8540
9064   C40-8 3 May 1996 From C&NW 8542
9168 X C40-8   Repainted
9221 X C40-8   Repainted
9405 X C40-8W   Repainted
9410 X C40-8W   Repainted
9411 X C40-8W   Repainted
9413 X C40-8W   Repainted
9414 X C40-8W   Repainted
9418 X C40-8W   Repainted
9420 X C40-8W   Repainted
9423 X C40-8W   Repainted
9424 X C40-8W   Repainted
9427 X C40-8W   Repainted
9428 X C40-8W   Repainted
9429 X C40-8W   Repainted
9431 X C40-8W   Repainted
9434 X C40-8W   Repainted
9439   C40-8W    
9445 X C40-8W   Repainted
9695 X C44-9W 8 Nov 1996 From C&NW 8630
9738 X C44-9W   Repainted
9777 X C44-9W 11 Oct 1996 From C&NW 8673
(9967)   GP40   (see UP 638)

Sources

Union Pacific 1998/1999 Motive Power Annual  by David Curlee (Four Ways West Publications, 1999) ISBN 1-885614-28-4

Union Pacific 1997 Motive Power Annual  by Bill Shippen (Four Ways West Publications, 1998) ISBN 1-885614-18-7

A previous version of this information was included on page 238 in "Union Pacific Locomotive Directory 1999" by Don Strack (Withers Publishing Co., 1999) ISBN 1-881411-21-4; Copyright 1999 by Don Strack.

We Will Deliver (Cody Erben's old WWD site, last updated on December 30, 1998)

Ralph Back, email dated August 22, 2008

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