Ford’s Fathom electric pickup to start at $28,350
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- Ford announced on Thursday that its new electric pickup will be named the Fathom, with a starting price of $28,350.
- Ford called the Fathom its most important electric vehicle in years.
- The Fathom is the first vehicle built on Ford's new Universal EV Platform.
- Ford is hitting the $28,350 price point without relying on the federal EV tax credit.
Why it matters: Ford is reaching a $28,350 starting price without federal EV tax credits, meaning the Fathom competes with gas-powered trucks on raw sticker price rather than post-incentive pricing. That shifts the comparison shoppers make away from other subsidized EVs and toward the combustion-truck value segment.
