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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