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Ford prices Fathom electric pickup at $28,350
Ford said it has invested about $5 billion in the Fathom, and the truck is designed to avoid the higher sticker prices that have weighed on EV demand after the federal tax credit ended.
Ford has confirmed the pricing for its new electric pickup, the Fathom, setting the starting price at $28,350 for a smaller truck positioned below a full-size F-150, according to Yahoo Finance.
The outlet reports Ford has put about $5 billion into the Fathom program, and the vehicle is built on Ford's new Universal Electric Vehicle platform, which the company says will support future compact cars through vans. Every Fathom, even the base version, includes hardware for BlueCruise, with Ford targeting Level 3, eyes-off driving readiness on the platform by 2028.
Ford also highlighted earnings momentum earlier this summer, with the outlet noting that on July 28 the automaker reported second-quarter adjusted earnings before interest and taxes of $2.5 billion, up from $2.1 billion a year earlier, and margins of 5.2% versus 4.3% in the prior year period.
Still, the story points to the risks Ford has faced in the past with EV pricing, including the end of the federal EV tax credit, and it says Ford's Model e segment is still expected to lose about $4.0 billion this year, including about $1.0 billion of incremental spending tied to the Universal Electric Vehicle platform.