Ford unveils the name and launch price for its midsize electric truck

Ford has unveiled the name and launch price for its upcoming midsize electric truck, dubbed the Fathom. The Detroit automaker has set the starting price at $28,350, slightly higher than the $28,350 with destination charges. This is a significant shift from Ford's previous EV efforts, which featured namesakes of iconic Ford vehicles and price points ranging from approximately $38,000 to around $90,000.

The Fathom is part of a new lineup of EVs being developed on a new platform. The truck's relatively low starting price puts it in the same price range as the upcoming no-frills Slate truck. The Fathom's development is the result of a Skunkworks program initiated by Ford in 2022, aimed at creating simpler electric cars after the company incurred losses with its first generation of EV products.

Unlike traditional assembly lines, the Fathom and other upcoming EVs will employ an "assembly tree" production system. This innovative approach involves building the front, rear, and structural battery-and-interior sections on separate lines before joining them together. While the company has teased possible designs for other models, such as a hatchback, SUVs, and a cargo van, it has not confirmed which of these vehicles will enter production.

Ford has also emphasized the Fathom's impressive specifications. The automaker claims the truck is as quick off the line as the Mustang EcoBoost, and offers the same interior cargo space as the Toyota RAV4 SUV. Additionally, the Fathom will be the first Ford vehicle to feature Apple software integration. However, details about the truck's full design, trim levels, and range estimates remain unclear as Ford has only revealed images of the truck wrapped in camouflage.