Ford needs another Taurus, and the $30K Fathom EV pickup isn’t it
Ford is struggling to replicate its past success with iconic vehicles like the Taurus and F-150. The company is pinning its hopes on the new $30,000 Fathom EV pickup, though analysts remain skeptical about its potential to become a mass-market blockbuster.
Why it matters
Ford's ability to pivot to affordable EVs is critical for its long-term survival against increasing competition from Chinese automakers.
Few automotive companies are as dependent on breakout hits as Ford. It’s almost as though it’s baked into the company’s DNA: From the Model T and the Taurus to the F-150 and the Explorer, Ford has lurched from one success to another.
Recently, though, the automaker has been coming up empty handed. While its U.S. vehicle sales rose 6% year-over-year to 2.08 million in 2025, they’re today less than half their peak of 4.48 million in 2000 . Of the new vehicles that Ford has introduced in recent years, none have become a sensation.
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