Ford Targets Sub-$40,000 Starting Price for Top Trims of Upcoming Fathom Electric Truck

Ford plans to keep even the highest-spec versions of its forthcoming Fathom EV pickup priced below $40,000. Aimed for a 2028 debut, the mid-size electric truck is being engineered to undercut the average transaction price of new vehicles in the United States. The aggressive pricing strategy highlights the automaker's renewed focus on delivering affordable, mass-market electric utility vehicles.