Ford Motor Co. in Dearborn announced that it has landed on a name for the new entry-level electric truck it plans to start selling in 2027 — Fathom.
Available for pre-order in early next year, the midsize electric truck with standard-range battery has a starting MSRP of $28,3501 competing in the heart of the affordable EV market.
The new vehicle is projected to have more passenger volume than a Toyota RAV4, with a large, high-resolution touch screen, bidirectional power capability, digital key, as well as a frunk and bed for added cargo flexibility, Fathom will seat five adults.
“It’s common practice in the auto industry to name a vehicle with an alphanumeric code. A string of letters and numbers tells you about a trim level, an engine, a spec,” says Kay Hart, general manager of Ford Model e.
“It’s a practice we’ve employed at Ford, and vehicles like the F-150 have earned a lot of love with this naming convention. But we’ve been committed to doing things differently with this truck from the beginning. It’s in its DNA. And so, we wanted to choose a name — to give the vehicle personality, a soul, and make it a character in our customer’s life.
“That philosophy guided our nine-month naming journey. Fathom’s capability is undeniable — but there is more to the product than appears to the eye.”
Advanced technology adds value to the already well-equipped Fathom, according to Ford. Every truck is BlueCruise capable, and the Fathom’s BlueCruise integration with Apple Maps offers “a more seamless on-ramp to off-ramp experience.” Fathom also will be Apple CarPlay and Android Auto capable.
“The word Fathom itself has the layered quality we wanted,” Hart says. “Long before it meant depth, fathom described the span of a person’s outstretched arms, roughly six feet. Sailors borrowed that span to measure water they couldn’t see the bottom of. And eventually the word came to mean something else entirely: to understand a thing completely.”
The naming of Ford’s new electric truck comes as the automaker previewed a prototype Mustang sedan (internally dubbed the Mach-4) to its dealers in Las Vegas, according to a report in The Wall Street Journal. Aiming for a pre-2030 release, executives are reportedly targeting a starting price less than $40,000, a 0–60 mph time under 4 seconds, and hybrid-assisted performance.
