Ford 29,995 Dollar Fathom Electric Pickup Completely Blew Farley Away in Testing

Ford CEO Jim Farley said testing of the company upcoming sub-30,000 dollar Fathom midsize electric pickup completely blew him away, citing its capabilities and low cost of ownership. The vehicle remains on track for a late-2027 launch, with production of large aluminum unicastings advancing and a new bidirectional charging system designed to reduce home-power costs.

Ford is betting on the low 29,995 dollar list price of the 2028 Fathom electric pickup rather than the now-lapsed federal EV tax credit to propel sales when it goes on sale next year. The truck is built on Ford low-cost Universal EV Platform, and it is the centerpiece of the company affordable EV strategy: a midsize pickup priced like a gasoline truck, not like a luxury electric car.

The stakes are high. In Q3 2026, Ford Model e unit posted an EBIT loss of approximately 1.06 to 1.1 billion dollars on revenue of 1.2 billion dollars, and Ford still aims for Model e breakeven by 2029. The Fathom is the vehicle meant to change that math. If a 29,995 dollar electric pickup can sell in volume, it proves Ford can make money on affordable EVs. If it cannot, the affordable EV bet is in trouble.