Ford wants to sell 100,000 Fathom EV pickups in its first year. In the U.S., only Tesla has sold that many of an EV model in one year.

Ford Fathom prototype testing reveals a $29,945 starting price, standard tech features, and 2027 production timing on Ford’s Universal EV Platform.

Ford CEO Jim Farley called the Fathom “really not a pickup” and promised a “new silhouette.” New photos show something more familiar beneath the camouflage.