Ford wants to sell 100,000 Fathoms in the $30k EV truck’s first year

Ford is aiming to sell 100,000 units of its upcoming Fathom electric pickup in its first year on the market. That volume would make it one of the best-selling EVs in the country and the top-selling non-Tesla EV, since no automaker besides Tesla has sold more than 100,000 of a single model in a year in the US. The Fathom is expected to start production in the first quarter of 2027 and carry a starting price just under $30,000. It will also use Ford's NACS charging port, the same plug standard used by Tesla's Supercharger network, so it should be able to charge at Tesla-brand stations.

If Ford hits its price target, the Fathom would compete directly with the Chevy Bolt as one of the cheapest EVs sold in America, and could also pressure the upcoming $25,000 Slate electric truck. Ford has stumbled here before: its previous electric pickup, the F-150 Lightning, launched well above its originally promised sub-$40,000 price and never came close to the sales volumes Ford once projected before being discontinued. Ford says it has learned cost-control lessons since then, but the starting price and sales goal are still just plans at this point, not a finished, tested product on the road.

For homeowners weighing an EV purchase, the appeal of a lower-priced truck is the upfront cost, but it is worth waiting to see the final specs, range, and confirmed price once the Fathom is actually available to drive.