Ford Motor has announced its new midsize electric pickup truck will start at $28,350 and carry the name "Fathom," with preorders opening in early 2027 and deliveries expected later that year.
Ford Motor announced Thursday that its new midsize electric pickup truck will carry a starting price of $28,350 and be called the "Fathom," positioning the vehicle as one of the more affordable entries in the electric truck segment.
Destination and delivery charges of $1,595 bring the all-in price to $29,945 — just under the $30,000 threshold the automaker had long cited when touting its upcoming electric vehicles.
Ford said preorders for the five-passenger truck will open in early 2027, with customer deliveries expected to begin later that year. The company has not yet disclosed what the vehicle will look like.
The Fathom is the first vehicle built on Ford's new "Universal Electric Vehicle," or UEV, platform, which the company has described as central to its plan to bring its Model e business unit from billions of dollars in annual losses to breakeven by 2029.
"We are confident that we have the best cost platform and are focused on the right market," a Ford spokesperson said in an email. "We believe the UEV platform will be a strategic advantage — and we have the best chance to make it work."
Ford has said each vehicle built on the UEV platform is expected to be profitable within a year of its launch and cost-competitive with electric vehicle manufacturers from China and Tesla. A dedicated internal team has been working on the platform with the goal of bringing prices in line with comparable gas-powered models through new manufacturing technologies and efficiencies.
The Fathom will be assembled at Ford's Louisville Assembly Plant in Kentucky using the company's new assembly tree manufacturing process.
The announcement comes as Ford contends with a significant pullback in EV demand across the industry and the elimination of U.S. consumer incentives to purchase electric vehicles. The company reported $19.5 billion in restructuring charges tied to its electric vehicle operations last year, underscoring the financial pressure it faces in the segment.
Whether the UEV platform delivers on its cost and profitability targets will determine how aggressively Ford can compete in an EV truck market that has proved difficult for legacy automakers to navigate profitably. Preorder activity in early 2027 will offer an early signal of consumer appetite for the Fathom at its price point.
Sara Montes de Oca is the Editor in Chief of TechEchelon. Previously a correspondent and producer in Washington, D.C., covering business, finance, and politics.
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