Ford unveils Fathom electric pickup priced under $30,000

Ford Motor Company announced that its next midsize electric pickup will be called the Fathom. The vehicle will start at $28,350 before destination fees, bringing the total price just under $30,000. Production is slated for the Louisville Assembly Plant in Kentucky, with deliveries expected in the fall of 2027.

The Fathom will be the first model built on Ford’s new Universal EV Platform, a cost‑focused architecture intended to underpin a range of future electric pickups, SUVs and commercial vehicles. Standard features include a spacious cabin larger than a Toyota RAV4, a large high‑resolution touchscreen, bidirectional charging, digital key, Apple Maps integration, and BlueCruise driver‑assist capability (with optional paid activation). The launch targets the affordable segment of the electric pickup market, aiming to compete with lower‑priced rivals from China and startups.

Ford’s CEO Jim Farley said the name reflects a “deep understanding” of customers’ needs. The Fathom follows the company’s recent EV strategy shift after a $19.5 billion writedown, positioning it as a key product to regain market share in the United States.