On the Dash:
- Ford Fathom starts at $28,350, or $29,945 with destination and delivery
- Pre-orders open in early 2027, with deliveries following later that year
- The Fathom is the first vehicle built on Ford’s Universal EV Platform
Ford introduced its new midsize electric pickup on Thursday, naming it the “Fathom” and setting a starting MSRP of $28,350 with the standard-range battery. Adding the $1,595 destination and delivery fee brings the price to $29,945. According to the automaker, pre-orders open in early 2027, and customer deliveries will soon follow.
The Fathom is the first vehicle built on Ford’s Universal EV Platform, an architecture the company says is designed to unlock lower production costs across a family of future electric vehicles.
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Ford’s 9-month-long naming process
Ford Model e General Manager Kay Hart said the naming team considered reviving names from the archive, including Galaxie, Taurus and Ranchero, before settling on Fathom. Two Ford copywriters independently proposed the name, according to Hart, and it survived successive rounds of internal review before testing as the top choice in focus groups.
The word carries a double meaning the company wanted attached to the truck. A fathom is a six-foot unit once used by sailors to measure water depth, and the verb “to fathom” means to fully understand something.
“What communicates depth below the surface? How do we communicate an emotional feeling of a vehicle that’s more than it appears to be?” Hart said in a company statement.
Additionally, the Fathom seats five and is projected to offer more passenger volume than a Toyota RAV4. It includes both a cargo bed and a front trunk. Every Fathom will be BlueCruise capable, with next-generation BlueCruise integrating Apple Maps for highway navigation. The truck also supports Apple CarPlay and Android Auto, includes a digital key, and offers bidirectional power capability.
The company has not disclosed full battery or range specifications. However, Hart’s post confirmed the truck will use a standard-range battery at launch, without ruling out additional battery options later.
What it means for dealers
The Fathom gives the automaker a new entry point in the EV market well below the price of its outgoing F-150 Lightning, which the automaker discontinued in December 2025 after sales fell short of expectations. It’s also Ford’s first EV built from the ground up on a dedicated low-cost platform rather than adapted from an existing gas or hybrid architecture.
With pre-orders roughly six months out, dealers have a window to prepare sales staff on UEV technology and financing structures for a sub-$30,000 electric truck ahead of the early 2027 order bank opening. Ford has already begun producing the LFP battery cells that will power the Fathom at its Michigan battery plant, and retooled its Louisville Assembly Plant in Kentucky to build the truck.
