Ford's new EV truck Fathom to be priced starting at about…

Ford Motor Company has announced that its new midsize electric pickup truck, named Fathom, will start at approximately $28,000, aiming to provide an affordable option in a competitive EV market. The development of Fathom has involved a specialized team in California and a new manufacturing process at the Louisville Assembly Plant designed to enhance efficiency. Following a significant writedown of $19.5 billion last year that led to the cancellation of several models, Fathom is positioned as one of the few vehicles priced under $30,000 in the U.S., competing with the Maverick pickup. Pre-orders are expected to begin in early 2027, with deliveries starting in autumn 2027, marking the launch of Ford's new EV platform.

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A Ford logo is seen on the Ford Motor World headquarters in Dearborn, Michigan, U.S., March 12, 2025. REUTERS/Rebecca Cook/File Photo Purchase Licensing Rights, opens new tab

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DETROIT, Aug 6 (Reuters) - Ford Motor (F.N), opens new tab said on Thursday that its upcoming midsize electric pickup truck would be priced starting at about $28,000 and named Fathom, as the Michigan automaker ‌looks to offer an affordable model in a market full of pricey EVs.

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Ford has approached development and manufacturing of this vehicle from the ground up, assembling a specialized team in California aimed at competing with rivals like Tesla (TSLA.O), opens new tab and China's BYD (002594.SZ), opens new tab.
The ⁠automaker has established a new assembly-tree manufacturing process at its Louisville Assembly Plant.
Three lines, for the front, rear and structural battery and seating, will run simultaneously and join at the end instead of having one traditional, long conveyor belt. The new system is meant to improve efficiency and reduce costs.
Ford reset its EV strategy after a $19.5 billion writedown late last year, in which it axed several ‌planned ⁠models as well as its larger, more expensive Lightning electric pickup truck.
Fathom is part of a limited group of vehicles, gasoline-powered, hybrids and EVs included, that are available under $30,000. Data from car-shopping website Edmunds, updated through ⁠May 2026, shows 36 models are available for under a starting price of $30,000 in the U.S.
Fathom would become one of Ford's least expensive models, rivaling ⁠its Maverick pickup, which starts at just below $30,000, according to Edmunds.
Pre-orders for Fathom will open in early 2027, with customer deliveries ⁠beginning in autumn 2027. The sub-$30,000 pickup truck is expected to be the first of a family of models based on Ford's new EV platform.

Reporting by Nora Eckert; Editing by Jamie Freed

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Nora Eckert

Thomson Reuters

Nora Eckert reports on the automotive industry from Detroit. She covers Ford, GM, Stellantis and the United Auto Workers, with a focus on the industry's transition to EVs. She was previously a reporter for The Wall Street Journal in Detroit, where she broke news on major automakers and the UAW. She was earlier part of a WSJ investigations team that was recognized as a finalist for the 2021 Pulitzer Prize. Nora began her career as an investigative reporter with the Rochester Post Bulletin in Minnesota, where she focused on the state's organ transplant system and prisons.

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Ford's new EV truck Fathom to be priced starting at about $28,000

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