Ford announced the launch of Fathom, its new mid-size electric pickup truck, which is projected to be priced below $30,000 in the United States. This model represents the first built using the automaker's Universal Electric Vehicle Platform and will cost $28,350 in the standard range battery configuration.
Although the vehicle has not yet been publicly unveiled, Ford stated that the official reveal and the start of pre-orders are scheduled for early 2027, with deliveries expected in the second half of that year.
Including the mandatory shipping and delivery fee of $1,595, the effective starting price of the Fathom reaches $29,945, falling slightly below the $30,000 target set by Ford since 2025. For comparison, the 2025 model year F-150 Lightning Pro, standard battery version, had an initial price of $49,780, making it approximately $21,000 more expensive.
In terms of design and functionality, Ford plans for the Fathom to offer interior passenger space superior to the Toyota RAV4, accommodating five adults, in addition to having a bed and a cargo compartment located under the hood. Listed features include a high-definition touchscreen integrated with Apple Maps, a digital key, bidirectional power supply capability for external equipment, and support for Apple CarPlay and Android Auto.
All vehicles will be equipped with BlueCruise, the driving assistance system that allows driving without holding the steering wheel on previously mapped highways. The manufacturer has not yet disclosed specific data on battery capacity, range, load capacity, or towing capacity, information that will be made available when pre-orders open.
The choice of the name took nine months of work. Kay Hart, General Manager of Ford Model and the company's electric division, stated that the goal was to select a name that would give 'personality to the vehicle, a soul.' The team researched the brand's history, covering models such as Galaxie, Taurus, and Ranchero, before opting for the final word, which was independently suggested by two writers and approved in focus groups.
The term Fathom has nautical origins, referring to a unit of measurement equivalent to about 1.80 meters, historically used by sailors to measure water depth. As a verb, it came to mean a complete understanding of something.
Production of this pickup will take place at the Louisville factory in Kentucky, using an assembly method where the front, center, and rear sections are built separately before being joined. This initiative is part of Ford's strategy to reverse the losses of the Model division, amid a slowdown in electric vehicle sales in the United States and due to the expiration of the $7,500 federal tax credit for consumers.
