Ford's Upcoming Fathom Electric Truck Expected to Top Out Under $40,000

Ford's next-generation compact electric pickup, reportedly codenamed the Fathom, is slated to launch for the 2028 model year with an aggressive pricing strategy. Even the highest trim level will start below $40,000, underscoring the automaker's renewed focus on affordable mass-market EVs. The new truck will be developed on Ford's low-cost electric vehicle platform designed by its skunkworks team in California.