Ford Unveils Fathom Electric Pickup, Priced Below $30,000, Deliveries in 2027
Ford has named its new mid-size electric pickup the Fathom, with a starting price of $28,350 and a total price of $29,945 including destination fees, under its $30,000 promise. Deliveries begin in 2027. The Fathom is the first model on Ford's UEV platform, featuring a large touchscreen, Apple Maps integration, and BlueCruise sensors. It offers more interior space than a Toyota RAV4. Production will occur at the Louisville plant. The launch comes amid slowing EV adoption and the removal of U. S. incentives, with Ford reporting a $19.5 billion restructuring charge in 2025.
Ford announced on August 6, 2026, that its new mid-size electric pickup truck will be officially named "Fathom," with a starting price of $28,350. Including a $1,595 destination and delivery fee, the total vehicle price comes to $29,945, close to Ford's previously promised $30,000 threshold. Ford has not yet released the vehicle's exterior design.
In terms of features, the Fathom is equipped with a high-resolution large touchscreen, natively integrates Apple Maps, and supports Android Auto and Apple CarPlay. The body is compact, but the base model's interior space exceeds that of the Toyota RAV4, and it includes an open rear bed and a front trunk. The base version comes standard with all sensors required for Ford's BlueCruise hands-free driving system, which can be activated via a one-time purchase or an annual subscription. Compared with the Slate electric pickup, which starts at $24,950, the Fathom is about $3,400 more expensive but offers a full suite of modern features, while the Slate omits paint, power windows, a touchscreen, and basic audio to control costs.
The Fathom is the first model on Ford's new "Universal Electric Vehicle" (UEV) platform. The platform uses multiple parallel assembly lines to simplify manufacturing processes, reducing parts and labor costs. Ford says the UEV platform aims to make each model profitable within a year of launch, compete on cost with global EV leaders such as China and Tesla, and help the Model e business unit reach breakeven by 2029. The Fathom will be produced at the Louisville Assembly Plant using a new "assembly tree" manufacturing process, with the upgraded plant starting production in 2027.
As Ford advances the UEV platform, EV market adoption is slowing, and the United States has also eliminated consumer incentives for purchasing electric vehicles. In 2025, Ford reported a restructuring charge of 19.5 billion dollars related to its EV operations. Previously, Ford's battery-electric efforts had suffered losses due to a lack of buyers and dealer interest, leading to a pause in F-150 Lightning production. The Fathom's starting price is roughly half that of the F-150 Lightning.
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