Finding a truck for less than $30,000 is nearly impossible in this market. Ford Motor on Thursday is betting that cash-strapped Americans will sign up to buy its all-new Fathom, an electric midsize pickup with a starting price of $28,350.
The company did not release photos or many details about the Fathom, but said it will be the first vehicle to be produced on its Universal Electric Vehicle Platform.
The truck will come with BlueCruise, Ford's hands-free highway driving assistant, and feature bi-directional power capability. There's a "frunk" in addition to the bed for added cargo flexibility and pre-orders start in early 2027. Owners will also be able to access Tesla's vast network of Superchargers for road trips and daily "fill-ups."
Ford's EV portfolio is currently limited to one model: the Mustang Mach-E SUV. In December of 2025, Ford decided to cease production of its full-size F-150 Lightning electric truck. Rave reviews from automotive journalists and the truck's ability to serve as a backup generator were not enough to sway consumers who balked at its high price.
Ford said the F-150 Lightning will eventually return as an EREV [Extended Range Electric Vehicle], meaning the truck's electric powertrain will be paired with a gasoline engine for a maximum range of 700 miles.
Ivan Drury, director of insights at Edmunds, said the Fathom will help to address the "widespread affordability crisis affecting the entire truck segment." He noted that the Ford Maverick, a $27,145 pickup that has been a sleeper hit with consumers, has many of the qualities and capabilities that drivers are asking for already.
Ford, like startup electric carmaker Slate, will be testing Americans' willingness to buy electric, cheap trucks. According to Drury, there are only 69 vehicles sold right now with a base MSRP of $35,000 or less. As more Americans cut back on spending and search for deals, these trucks could give that much-needed jolt for EV sales in the U.S.
