Ford is aiming to sell 100,000 units of its new all-electric Fathom pickup set to launch in 2027, which would make it one of the top-selling EVs in the U.S.
The details: The aggressive target—which would put Fathom sales in the same conversation as the Tesla Model 3 at roughly 190,000 annually, though still well behind it—will lean on several factors that could lure buyers, namely price, as reported by The Wall Street Journal.
The Ford Fathom, which will be built in Louisville, Ky., will start at around $30,000, making it one of the least expensive EVs on the U.S. market.
Ford officials have also said the pickup will feature technology designed to rival Tesla and Chinese EV brands, which are widely praised for their tech features.
Why it matters: An all-electric Ford pickup priced around $30,000, paired with the kind of technology that has helped drive Tesla and Chinese EV sales, could give dealers a more affordable entry point for attracting EV-curious shoppers while potentially expanding the addressable market beyond traditional electric-vehicle buyers.
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Between the lines: Ford’s ambitious plans for the Fathom come amid significant challenges for EVs in the U.S., with electric vehicle sales slowing since the $7,500 federal tax credit was eliminated last year.
In August, EVs represented 5.7% of all U.S. sales, down from 10.3% in August 2025, when the tax credit was due to expire, according to Motor Intelligence.
Overall EV sales in August were down 48% year over year, the industry research firm said, per The Wall Street Journal.
A GM dealer reported sales fell from a couple hundred vehicles to roughly a dozen after federal incentives expired, as monthly lease payments jumped from about $240 to $800.
Ford believes it will be able to attract gas-powered and hybrid-vehicle owners to the Fathom, underscoring the automaker’s confidence in the pickup’s ability to buck the trend of slowing EV sales in the U.S.
What they’re saying: “Our total addressable market is much bigger than just the EV under $40,000,” said Andrew Frick, president of Ford’s electric- and gas-vehicle divisions, during a recent interview, per The Wall Street Journal.
Bottom line: Ford is betting that affordable pricing, pickup utility, and competitive technology can expand the EV market beyond existing electric-vehicle buyers, with the Fathom potentially giving dealers a high-volume EV opportunity at a time when the segment is struggling to maintain momentum without federal incentives.
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