Ford’s new midsize EV truck will be called Fathom and will hit the market with a starting MRSP of $28,350.
Driving the news: Ford unveiled the name of its first vehicle to be delivered through its Universal Electric Vehicle Platform from its Louisville Assembly Plant.
Ford is investing $5 billion in its planned UEV project, after pulling back production on some EV models
Preorders for the Fathom will start in early 2027 and deliveries later in the year.
Why it matters: The Ford EV truck aims to tackle the affordability challenge in the alternative-fuel market with a promised sub-$30,000 price tag.
This stands out, while the average new EV costs $56,238, according to Cox Automotive.
Also, the EV truck will debut for Ford as the hybrid Ford Maverick has become the industry’s top American hybrid truck.
“It really was about, right from the get-go, us wanting to hit the heart of the affordable market. And so it wasn't a case of us going, ‘Right, we need to cut cost from here.’ It was more about, from day one, designing efficiency into the vehicle,” said Kay Hart, General Manager for Ford Model e.
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Zooming in: The new Fathom will have several of Ford’s latest tech features.
Starting out, it will be BlueCruise-capable, Ford’s hands-free driving assistant.
Additionally, it will have Apple Maps embedded to use on a high-resolution touchscreen.
Ford states it will have more passenger space than a Toyota RAV4.
“It's not just for price point. It's the value that you get for the price point, the content that you're getting,” Hart said. “Blue Cruise capable vehicles with hands-free driving, digital car key, large touch screen... the versatility of an open bed, the true adaptability, the value of this vehicle is what I think is the core message.”
Bottom line: The unveiling of the Ford Fathom follows Slate introducing the Blank late in June with a starting price of $24,950 for its customizable two-door truck, which is expected to have its first deliveries later this year.
In other words, this adds to competition in the limited under-$30,000 EV market.
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