Ford’s $30,000 electric pickup gets a name: Fathom
Ford Motor Co.’s upcoming $30,000 electric pickup will be called the Fathom.
Ford on Aug. 6 revealed the name and a starting price of $29,945 with shipping.
That’s just under the $30,000 threshold executives said the truck would target in a bid to address the industry’s growing affordability crisis.
The automaker will open preorders for the Fathom in early 2027, with deliveries starting later in the year. Ford will build the truck in Louisville, Ky., using a
new “assembly tree” process.
Ford chose to use a name instead of an alphanumeric code such as the F-150 to “give the vehicle personality, a soul,” Kay Hart, general manager of Ford’s Model e business unit, said in a statement.
Fathom was one of hundreds of options considered, and it survived multiple rounds of cuts before scoring higher than other finalists among focus groups.
“It had to capture a mindset, shifting the focus from specs to a spirit of adaptability,” Hart wrote.
The name has the “layered quality” the company sought, she said, as it expects the Fathom’s customer base to differ from traditional truck buyers.
“A name about measuring what you can’t see, that grew into a word about understanding,” Hart said in the statement. “For a truck that started with years of trying to understand a specific customer, that was the whole brief in six letters.”
The Fathom is expected to have more passenger volume than a Toyota RAV4. It will come with embedded Apple Maps, bi-directional power capability and the ability to offer Ford’s BlueCruise driver-assist system.
Ford is
testing prototypes on public roads. Spy images appear to show a deeply raked windshield and short bed, and the vehicle looks closer in size to the compact Maverick than the midsize Ranger, although Ford calls it midsiz
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