Ford Bets on Smaller "Fathom" Electric Pickup
Of course Ford won't exactly say it laid an egg with its now-suspended electric F-150 Lightning, but the demand the company expected was not there — certainly not for the elevated $50,000 to $90,000 price range where it ended up after a three-year run and inflation.
After the intro, the political winds changed as well, as some states canceled or let EV rebate programs lapse.
So, in 2022, Ford brought back the familiar (to older folks) Maverick name in a smaller hybrid 3/4-ton pickup for smaller sticker prices ranging from $28,145 to $40,000.
A Fleet Masters winner's path to electric pickups
The 2025 sales of 155,000 Mavericks has Ford doubling down on the small end, now committing to the Ford Fathom electric pickup at an MSRP of $28,350.
Will pickup owners and sustainability-minded fleets bite? Right now, there's not a whole lot to chew on.
Fathom features
There aren't a ton of details yet on the Fathom, which will be available for pre-order in early 2027 and delivery late in that year.
We do know it will feature a standard-range lithium-ion phosphate battery with bidirectional charging, rear-wheel drive and all-wheel-drive options.
Ford projects the Fathom to have more passenger volume than a Toyota RAV4, with a large, high-resolution touchscreen, digital key, as well as a frunk and bed for added cargo flexibility, Fathom will seat five adults.
What was inside the Ford F-150 Lightning?
Advanced technology includes BlueCruise capability, and BlueCruise integration with Apple Maps. BlueCruise, once activated, is a driver assist feature that targets Tesla and provides a hands-off, eyes-on driving experience when driving on designated highways called hands-free Blue Zones.
It will also be Apple CarPlay and Android Auto capable.
Ford has invested $2 billion in its Louisville Assembly Plant to support Fathom production.
Stay tuned.
About the Author
Frank Raczon
Frank Raczon has covered and influenced the equipment industry for 35 years, including 15 years as senior editor of Construction Equipment, and marketing, advertising, and public relations work with the industry's top manufacturers. In addition to authoring "Caterpillar: Modern Earthmoving Marvels" (Motorbooks, 2015), he has won numerous awards in his career, highlighted by nods from the Construction Writers Association, the Association of Equipment Manufacturers, the Business Marketing Association, and BtoB magazine. Raczon has also won a number of awards from publishing peer groups such as ASBPE and TABPI.