Ford Fathom: A $28,350 Electric Truck That Rethinks the Pickup

Ford is taking a new approach to the electric truck market with the upcoming Fathom, a midsize pickup priced at $28,350 before destination and delivery fees. Adding the $1,595 destination charge brings the effective starting price to $29,945, though Ford has not said whether government incentives could lower that figure further.

The Fathom is not a stripped-down work truck. Ford says every version will come with BlueCruise hands-free highway driving capability, bidirectional power for tools or devices, embedded Apple Maps, a large touchscreen, and a digital key using a compatible smartphone. The company also projects the truck will offer more passenger volume than a Toyota RAV4, plus a traditional bed and a front trunk for extra storage.

The low price is tied to a new manufacturing approach. The Fathom will be the first model built on Ford's Universal Electric Vehicle Platform, and it will use an "assembly tree" process at the Louisville Assembly Plant. Instead of a standard assembly line, major sections are built separately and then brought together.

Ford says this reduces parts, simplifies construction, and cuts assembly time and cost.

Ford has not yet released performance specs, battery capacity, range, payload, towing, or motor output. The company describes the Fathom as fun to drive, but independent testing will be needed to confirm that claim. Ford also says the name represents the "new depth of innovation" required to make an affordable American-built EV possible.