On Thursday Ford revealed details on its next electric truck, named Fathom, which carries a base price of $28,350 ahead of its planned 2027 debut.

A destination and delivery charge will raise the total to $29,945, placing the Fathom just under the $30,000 target the automaker has discussed since sharing more project information in 2025.

When the truck reaches buyers in 2027 it marks a significant wager for Ford. It serves as the company second dedicated electric truck following the F-150 Lightning (or third if counting the limited Ranger EV from the late 1990s). Yet like many rivals Ford has scaled back earlier expansive electric vehicle ambitions.

Fathom becomes the first model built on Ford new Universal EV Platform known as UEV. This architecture will support multiple future electric vehicles and features a fresh assembly approach aimed at lowering expenses. CEO Jim Farley hopes the effort helps close ground on Tesla while countering Chinese electric models he has opposed importing, all produced at the Louisville Kentucky plant.

Sales start in fall 2027. Ford added Thursday that the truck itself will not be shown until early 2027 when pre-orders open.

Some features are already confirmed. Ford previously noted Apple Maps integration in the system and on Thursday confirmed support for both Android Auto and Apple CarPlay. It will skip Apple upcoming CarPlay Ultra however.

The Fathom offers five seats for more cabin room than a Toyota RAV4 along with a large high-resolution touchscreen and digital key capability. Bidirectional charging comes standard similar to the Lightning and the hybrid F-150.

Every unit arrives BlueCruise ready with the hardware included though activation of the hands-free driver assistance feature will require an extra fee. A stronger BlueCruise version is planned that could eventually manage supervised trips from start to finish with eyes-off operation targeted for 2028.

The entry price covers only the standard-range lithium iron phosphate battery. Ford has not disclosed expected range on a full charge.

The company said the name reflects insight into the intended driver whose goals differ from those of typical truck buyers.

The name needed to convey more than appeal. It had to embody a mindset that shifts attention from raw specs toward adaptability the firm stated.

Electric trucks have seen limited success in the United States. The Lightning peaked above 10,000 units in one quarter while Tesla Cybertruck reached a higher point before sales declined sharply.

Ford is taking a chance by launching its first UEV vehicle as a truck yet the format brings advantages. Both the Fathom and future UEV models represent the first Ford vehicles designed from the start around electric powertrains which should reduce compromises in range efficiency and interior layout.

Development of the Fathom and UEV platform began several years ago as a small internal project led by former Tesla executive Alan Clarke. The group includes staff from Rivian Tesla and Apple former car effort and has operated separately in Los Angeles away from main company operations.

These steps helped achieve the sub-$30,000 starting price a notable feat when average new vehicle costs reach $50,000. Limited rivals exist at this level mainly the basic Slate pickup backed by Jeff Bezos plus a few other affordable EVs such as the Chevy Bolt.

Ford has enjoyed strong demand for its compact low-cost Maverick pickup offered in gas and hybrid versions. The Fathom aims to repeat that success in electric form without repeating the Lightning experience.