UPDATE 8/14/26: This story has been updated with the official name of Ford’s future electric pickup truck as well as the starting price.
What It Is
Ford is betting big that its upcoming "Universal Electric Vehicle" platform and production process will do for electric vehicles what the Model T did for automobiles—essentially make them more affordable to more people. And the first of several variants to spawn from Ford's Universal EV platform will be a currently nameless electric truck that will start at $29,945 and enter production sometime in 2027. Ford has also revealed that the truck will be called the Fathom, eschewing the recognizable Ranchero moniker that we believed Ford would resurrect à la the F-150 Lightning and Maverick).
Why It Matters
Americans' interest in new electric vehicles appears to be largely linked to affordability, at least judging by the sales slowdown that followed the Trump administration's elimination of the federal tax credit. Currently, the Chevy Bolt and Nissan Leaf are the only EVs you can buy with starting prices below $32,000; the forthcoming Slate truck will start north of $25,000 when it goes on sale, but adding features will greatly inflate the price. So, the Ford Fathom has a chance to capitalize on limited direct competition and this country's appetite for cargo-bed-toting transportation, especially since Ford will deliver on its promised sub-$30,000 starting price.
For Sale Near You
See all results for new 2028 Ford Fathom for sale near 21-040
Platform
As we mentioned earlier, Ford's Universal EV platform will underpin the Fathom as well as several other body styles. The modular architecture can be configured to support everything from subcompact vehicles to three-row SUVs to commercial vans. When visiting Ford's Electric Vehicle Development Center in Long Beach, California, we saw the UEV platform split into three parts: two large castings that form the front and rear subsections and sandwich a battery pack that acts as both a structural subassembly and the vehicle's floor (the body sits atop this foundation). While the Fathom will have a footprint similar to the compact-sized Maverick, Ford claims the EV's packaging will provide more interior volume than a Toyota RAV4, and that's not including the additional cargo space provided by the front trunk and cargo bed.
Compared with a traditional vehicle, Ford claims the UEV platform has 20 percent fewer parts and 20 percent fewer fasteners, and it utilizes a new type of wiring harness that's lighter and more compact than the company's first-generation electric vehicles. Despite slower charging speeds, Ford also chose a 400-volt architecture instead of an 800-volt system, but the company believes that's a worthy compromise to help meet its affordable price point.
For Sale Near You
See all results for new 2028 Ford Fathom for sale near 21-040
Powertrain
Ford says its new electric truck will use lower-cost lithium-iron-phosphate (LFP) batteries. We're still in the dark about how much capacity they'll offer and the associated range estimates, but we'd bet that a 300-mile minimum is the bogey. Apart from Ford claiming the Fathom will hit 60 mph as quickly as an EcoBoost Mustang (4.5 seconds in our testing), we also don't know anything about the truck's electric drive motors. Images of the UEV platform clearly show a rear-mounted unit, which could power the most affordable versions, but Ford will almost certainly offer a dual-motor all-wheel-drive model too. Specific horsepower and torque figures, as well as the truck's max payload and tow ratings, will be revealed before it goes on sale.
Competition
Besides potentially facing competition from its own family with the Maverick that currently starts at $29,990, the Fathom really doesn't have a direct competitor. The Blank Slate is probably the Ford's closest rival, but its two-seat layout, short range, and bare-bones foundation could cap its market share. Meanwhile, the Bolt and Leaf have similar base prices but lack the Fathom's useful truck bed and claimed RAV4-rivaling roominess. Since we expect higher trim levels to approach or even exceed $40,000, that would open up a wider set of competitors, but none that currently offer a pickup's practicality.
What Might Go Wrong
EV sales are in a weird place right now, and it's hard to predict whether Americans are ready to start buying them in bulk. Ford needs its Universal EV strategy to pay off to justify its latest investment, especially after pulling the plug on big EVs like the F-150 Lightning and suffering billions in losses. So, while people might be excited about a $30,000 electric truck, that excitement needs to translate to profits or Ford's "Model T moment" might turn into a Cybertruck-like failure.
Estimated Arrival and Price
Ford has already announced that the UEV-based truck will enter production at its Louisville Assembly Plant in Kentucky sometime in 2027, which suggests it will launch as a 2028 model. Ford has confirmed the Fathom’s base price is $29,945, and that includes the mandatory destination fee that automakers often leave out of marketing materials. So, with the average price of a new car now exceeding $52,000, if Ford manages to capture the same magic with the Fathom that it did with the Maverick, the Blue Oval brand could have another hit on its hands.
This story was originally published on July 8, 2026.
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Eric Stafford’s automobile addiction began before he could walk, and it has fueled his passion to write news, reviews, and more for Car and Driver since 2016. His aspiration growing up was to become a millionaire with a Jay Leno–like car collection. Apparently, getting rich is harder than social-media influencers make it seem, so he avoided financial success entirely to become an automotive journalist and drive new cars for a living. After earning a journalism degree at Central Michigan University and working at a daily newspaper, the years of basically burning money on failed project cars and lemon-flavored jalopies finally paid off when Car and Driver hired him. His garage currently includes a 2010 Acura RDX, a manual '97 Chevy Camaro Z/28, and a '90 Honda CRX Si.