Ford Explains Why Its New Electric Truck Is Called Fathom, Not Ranchero

Ford has finally revealed why its upcoming affordable electric truck is named Fathom instead of reviving the classic Ranchero nameplate. The decision comes after nearly a year of deliberation, with the company saying the vehicle is so new, built on the Universal Electric Vehicle Platform with a fresh manufacturing process, that it needed a bold, original name.

Ford CEO Jim Farley has called the Fathom the automaker's next "Model T moment," and the truck will start below $30,000, with production beginning next year at Ford's Louisville, Kentucky plant. While some enthusiasts hoped for the return of Ranchero, a name used from 1957 to 1979 on over half a million vehicles.

Ford says it considered and tested the name in clinics but felt it didn't fit the new electric truck.

Industry analyst Sam Abuelsamid agrees with the choice, noting that most younger buyers interested in the Fathom likely have no connection to the Ranchero. He added that a two-door version of the Fathom could potentially use the Ranchero name, but it doesn't fit any likely product.

" A Ford spokesperson acknowledged that social media has mocked the name with jokes about sinking, but said once people see the truck, they'll love it regardless of the name. The company expects a mix of existing Ford owners and new customers looking for an affordable EV with strong value.

CarBuzz notes that the Fathom name follows Ford's tradition of alliterative model names like Falcon, Fusion, and Focus, and points out that even controversial names can succeed, citing the Ferrari Luce, which recently sold for $40 million at auction despite criticism.