Ford names affordable electric pickup Fathom, price $28,350

Ford Motor Company announced on August 6, 2026, that its forthcoming affordable electric pickup truck will be named the Fathom, with a starting price of $29,945 including destination fees. The vehicle is scheduled to begin customer deliveries in the fall of 2027 and represents a pivotal shift in the automaker's electric vehicle strategy.

The Fathom will be the first model built on Ford's new Universal EV Platform, an architecture developed to underpin a future family of affordable electric vehicles. The company confirmed the truck will have a starting manufacturer's suggested retail price of $28,350, with a $1,595 destination charge bringing the total to $29,945. This positions it as one of the least expensive electric pickups in the U.S. market, competing directly with vehicles like the Slate truck and affordable electric cars such as the Chevrolet Bolt.

According to company officials, the name "Fathom" was chosen for its dual meaning, referencing both a unit of measurement and the concept of understanding. Kay Hart, general manager of Ford's Model e business, stated the name reflects the profound change the truck represents for the company in terms of engineering,...