Ford reveals price and name of its new cheapest electric pickup truck

Ford announced that it has named the medium electric pickup truck that it intends to sell for less than US$ 30 thousand in the United States as Fathom. The model is the first built on the brand’s Universal Electric Vehicle Platform and starts at US$ 28,350 in the version with a standard autonomy battery. The automaker has not yet shown the car: the presentation and opening of pre-sales are scheduled for the beginning of 2027, and deliveries for the second half of that year.

Added to the advertised value is the mandatory freight and delivery fee of US$ 1,595, which takes the actual starting price to US$ 29,945 — just below the US$ 30 mark that Ford had been promising since 2025. For comparison, the standard battery F-150 Lightning Pro of the 2025 model year started at US$ 49,780, about US$ 21 thousand more.

What is already known about the product

Ford designs for the Fathom an interior volume for passengers larger than that of the Toyota RAV4, with a cabin for five adults, a bed and a cargo compartment under the hood. The list includes a high-resolution touchscreen with Apple Maps navigation, digital key, two-way power — which allows you to power external equipment — and compatibility with Apple CarPlay and Android Auto.

All units will be prepared for BlueCruise, the hands-free assisted driving system on mapped highways. The manufacturer did not disclose battery capacity, autonomy, payload or towing capacity; According to the company, these numbers will come with the opening of pre-sales.

Nine months to find a name

The choice of name took nine months. “We wanted to choose a name to give the vehicle personality, a soul,” says Kay Hart, general manager of Ford Model e, the company’s electric division. The team combed through the brand’s archive — from Galaxie and Taurus to Ranchero, the first Ford model to unite car and pickup — before arriving at the final word, independently suggested by two company writers and winner in the focus groups.

Fathom is the fathom, a nautical unit equivalent to about 1.80 m that originally described the span of a person’s outstretched arms and was used by sailors to measure the depth of the water. As a verb, it came to mean to understand something completely.

The pickup will be produced at the Louisville, Kentucky plant, with an assembly process that lifts the front, center and rear sections separately before joining them. It is Ford’s bet to take the Model e division out of losses, at a time of slowing sales of electric vehicles in the United States and the end of the US$ 7,500 federal tax credit to the consumer.