Ford Motor CompanyFord prices new Fathom EV pickup at $28,350, a competitive price point that could boost demand.

Ford Motor Company confirmed pricing for the Fathom, a new electric pickup smaller than a full-size F-150, at $28,350. The Fathom is the first vehicle on Ford's new Universal Electric Vehicle platform, which the company says will underpin everything from compact cars to vans, spreading development costs across future models. Ford has already invested about $5 billion in the truck, and every Fathom ships with hardware for BlueCruise, with Level 3 eyes-off driving expected to be road-ready by 2028. The launch follows the success of the gas-and-hybrid Maverick, which starts at $28,145 and sold about 155,000 units last year, but also comes after the F-150 Lightning saw its base price climb from $40,000 to nearly $60,000 before production ended in December 2025. Ford's Model e segment is still expected to lose about $4 billion this year, though the company raised full-year adjusted EBIT guidance to $10 billion to $11 billion after reporting second-quarter adjusted EBIT of $2.5 billion.
Ford Motor CompanyFord prices new Fathom EV pickup at $28,350, a competitive price point that could boost demand.