Ford Motor Company (F) is giving investors a fresh reason to revisit its electric vehicle (EV) strategy as the automaker prepares to launch the Fathom, an affordable electric pickup aimed squarely at the mass market. Ford reportedly wants to sell more than 100,000 Fathom trucks in its first year, a target that would put the model in rare company. That'd make it the first non-Tesla (TSLA) EV to cross the 100,000-unit mark for a single U.S. model in one year.
The Fathom is expected to start at $30,000, with customer orders opening in early 2027 and production beginning in the first quarter at Ford's Louisville, Kentucky, plant. Moreover, Ford is building the truck around a new Universal EV platform and a redesigned manufacturing process intended to dramatically lower costs. CEO Jim Farley has described the effort as a potential "Model T moment" for the company.
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