Ford has been making a big deal about its new small truck starting for less than $30,000. But just how expensive will the Ford Fathom EV get once you add the must-have options? A new report suggests that the pickup, which will be nearly as cheap as the Maverick at the low end, will be even cheaper than its conventional sibling on the high end.
One company executive says a loaded Fathom will be significantly cheaper than the average new-car price.
Even With Options, Ford Is Keeping Fathom Priced To Sell
The Fathom will start at $29,945 including destination. But if you start ticking all the boxes, the Fathom will remain surprisingly low-priced. Loaded up, it will stay under $40,000.
Andrew Frick, president of Ford Blue and Ford Model e, told the Detroit Free Press that “we’ll have a range that goes to the high $30,000 range. And we’ll have a couple different offerings within that.”
The Maverick has a similar range, starting from $29,990 with destination and running to $42,490 for a Tremor. Within that, Ford offers two different engines, front- and all-wheel drive, and three standard trim grades, plus the sport truck Lobo and the off-road Tremor. Frick wouldn’t expand on what variants Ford has planned for Fathom, but Ford’s other trucks follow a similar roadmap to the Maverick.
Frick said that “nearly 50% of the US new vehicle industry transacts under $40,000.” That median figure is nearly $20,000 less than the “average” new vehicle price, but it’s very important for buyers struggling with affordability in the market.
When Will The Fathom Finally Arrive?
Ford Fathom prototypeFord
Ford is deep into the final touches on the Fathom and the new production system that will build it. On Ford’s recent third-quarter earnings call, COO Kumar Galhotra said that 90% of the validation testing has been completed and that the first production trucks have been built.
He said Ford had already made 5,000 unicastings, the large single-part aluminum castings that make up much of the truck. They replace the hundreds of conventionally stamped and welded parts that make up the chassis of current models, and are the core of the Universal Electric Vehicle platform and its affordability.
Frick expects the Fathom to bring in EV customers, but he also expects it to pull in customers who were shopping for gas or hybrid models. Combine lower servicing and running costs with price parity for the gas or hybrid models, and the Fathom has serious appeal.
Ford CEO Jim Farley revealed where the brand expects the model to generate more revenue. “For me personally, [the digital suite] is going to be the most exciting upset opportunity. It’s really the long-term subscription and digital experience for the customer,” he said.
CarBuzz Insight – Why This Matters:
Ford Fathom prototypeFord
We use the word “affordable” frequently, but we understand that it’s a loose, flexible, and highly relative term. But it’s hard to argue that an electric pickup that will be one of the cheapest EVs on the market, even when fully optioned, isn’t affordable.
What might hinder the truck is Ford’s entirely new production process. The price depends on that method, but it could suffer in execution. CEO Farley says the automaker has been working on execution, but it hasn’t faced a challenge like this in a very long time.
The Ford Fathom is set to go on sale in the third quarter of 2027.
Sources: Ford, Detroit Free Press
