Ford unveils the name and launch price for its midsize electric truck
Ford has announced its new midsize electric truck, the Fathom, which will feature a starting price under $30,000. The vehicle utilizes a new 'assembly tree' production method and represents a strategic shift toward more affordable, mass-market electric vehicles.
Why it matters
This launch is critical for Ford's financial recovery in the EV sector, as it moves away from high-priced, nostalgic branding toward a more efficient, cost-effective production model.
Ford's truck gets an all-new name: Fathom. Bloomberg/Getty Images Ford's new electric truck gets a sub-$30,000 starting price (even with delivery). The Detroit automaker also revealed the pickup's name. The truck is important for Ford: It's the first of a new lineup of EVs built on a new platform. Ford has been very secretive about its all-important new slate of EVs . That's starting to change. The Detroit automaker confirmed to Business Insider that its next EV, a midsize truck, will be called the Fathom. The company also said it will have a starting price of $28,350 — or $29,945 after destination charges. Both the name and pricing are a big departure from Ford's recent EV efforts. The company's first generation of mass-market EVs — including the Mustang Mach-E and the F-150 Lightning — were named after iconic, nostalgic Ford vehicles.
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