Ford on Thursday unveiled both the name and starting price of its upcoming electric truck. The Ford Fathom will start at just under $30,000, making it one of the most affordable electric pickup trucks coming to the US market.
While the automaker didn’t show off what it will look like, the Fathom will have a standard-range battery, five seats and Ford’s BlueCruise driver assistance, as well as Apple Maps integration. BlueCruise is Ford’s version of AutoPilot, providing a hands-free driving experience in designated areas called “Blue Zones” on certain highways.
The Fathom’s announcement follows Ford’s $5 billion investment last summer in EV production and the development of Ford’s Universal Electric Vehicle platform. The Ford Fathom is the first electric vehicle built on UEV.
According to Ford, the name Fathom and the truck’s design come from “a deep understanding of the person who would drive it. Their day. Their challenges. Their goals. Even their wallet.”
Although EV sales have continued to increase worldwide, that growth has begun to slow in recent years, especially in the US. According to the International Energy Agency, electric car sales in the US increased by 40% in 2023, but slowed to 10% growth in 2024. Worldwide, EV sales increased by 35% in 2023 before slowing to 24% in 2024, followed by 20% growth in 2025.
As electric vehicle growth slows, affordability may be the strongest component for attracting new buyers. When announcing Ford’s 2025 investment in EV production, Ford CEO Jim Farley acknowledged there’s risk, but said the company planned to create a “vehicle that can sustain itself” and still make strong profits, CNET previously reported.
“The team were just ultra focused on providing customers value in terms of what they are looking for and content that they want rather than stripping out stuff that they don’t,” Ford Model e General Manager Kay Hart told CNET. “Blue Cruise-capable vehicles with hands-free driving, digital car key, large touchscreen … the versatility of an open bed, the true adaptability, the value of this vehicle is what I think is the core message.”
The Ford Fathom will be available for preorder in early 2027 with a starting MSRP of $28,350. That price is just above the upcoming Slate pickup truck, which starts at $24,950 and is currently the most affordable electric pickup available for preorder.
