Ford is the undisputed global leader in pickup trucks. The F-Series is the best-selling vehicle in the US – of any kind – since 1981. Its latest pickup, the Ford Fathom, will cost a downright cheap $28,350, which should set it up to be a massive seller.
And it absolutely needs to be.
Ford has spent billions beyond the usual costs developing the Fathom ,a smaller electric pickup truck that goes on sale in 2027. But there is no current US market segment along the lines of electric pickup smaller than a regular truck but still with room for a family of four.
If it bombs, it’s not just money down the drain. The truck becomes a cautionary tale.
Ford's new electric pickup will cost $28,350. Ford
