Ford has finally put a name — and a surprisingly low price — on the first vehicle that will ride on its new Universal EV Platform.
Meet the Ford Fathom, a new midsize electric pickup truck scheduled to become available for pre-order in early 2027. Ford says the standard-range version will carry a starting MSRP of $28,350, excluding taxes, title, registration and fees.
That price immediately makes the Fathom one of the more intriguing new electric vehicles coming to market. Rather than positioning it as another expensive, technology-heavy EV aimed primarily at early adopters, Ford appears determined to make this truck attractive to buyers who have to think about the monthly payment.
Ford says the Fathom was developed around a different type of truck customer — someone whose needs may not necessarily match those of the traditional full-size pickup buyer.
The company describes it as a five-passenger midsize truck designed to work equally well for the weekday commute and weekend activities. Ford projects the Fathom will have more passenger volume than a Toyota RAV4, while still providing the versatility of a pickup bed plus additional storage under the hood in a front trunk, or frunk.
Plenty Of Technology
Although Ford is emphasizing affordability, the company isn't describing the Fathom as a stripped-down electric pickup.
Ford says it will feature a large, high-resolution touchscreen, a digital key and bi-directional power capability, meaning the truck will be capable of supplying electrical power rather than simply consuming it. Ford has not yet released detailed specifications for that system.
Every Fathom will also have the necessary hardware for Ford's next generation of BlueCruise, the company's hands-free, eyes-on driver-assistance system for designated compatible highways.
Ford says the Fathom's BlueCruise system will integrate with Apple Maps to provide a more seamless driving experience from highway on-ramp to off-ramp. The truck will also maintain compatibility with both Apple CarPlay and Android Auto.
There are still some major numbers Ford isn't revealing.
The automaker has not announced the Fathom's EPA-estimated driving range, battery capacity, horsepower, torque, towing capability, payload rating or charging times. Ford specifically identifies the $28,350 model as having a standard-range battery, suggesting additional configurations could eventually be offered, but Ford has not detailed them yet.
Why “Fathom?”
Ford also spent considerably more time naming this truck than you might expect.
According to Ford Model e General Manager Kay Hart, the company went through a nine-month naming process involving hundreds of possibilities.
The word “fathom” originally referred to the span of a person's outstretched arms — approximately six feet — and eventually became a nautical measurement used to determine water depth. The word later evolved to mean understanding something deeply or completely.
Ford says that meaning fit the philosophy behind the truck: understanding the needs of the customer it was designed to serve.
The company considered its own long history of vehicle names, including Galaxie, Taurus, Ranchero and, of course, the alphanumeric F-150. But Ford wanted its new electric pickup to have an actual name rather than another combination of letters and numbers.
Two Ford copywriters independently suggested “Fathom.” The name survived repeated rounds of elimination and eventually emerged as the favorite in customer focus groups.
The Price May Be The Biggest Story
Names are interesting, but for me the number to watch is $28,350.
For years, one of the largest barriers to widespread EV adoption has been price. Ford is clearly attempting to attack that issue head-on with the Fathom.
There is still a great deal we don't know about this truck, especially its range, charging speed and real-world capability. Those specifications will ultimately determine whether the Fathom represents a breakthrough or simply an inexpensive entry point into the EV market.
But if Ford can deliver a useful five-passenger midsize electric pickup with a frunk, pickup bed, modern technology and a starting price under $30,000, it will certainly get attention.
The Ford Fathom will be available for pre-order in early 2027, with the standard-range model starting at $28,350 before taxes, title, registration and fees.