Keep Reading: Ford Fathom Production Takes Shape at Louisville Assembly Plant
Ford Unveils Name for Under-$29K Midsize Electric Truck
Ford has unveiled the name of its new midsize electric truck: Fathom. It will have a starting MSRP of $28,350, and preorders will begin in early 2027.

Ford has named its new electric truck Fathom.
Ford
- Ford has named its new midsize electric truck "Fathom."
- The Fathom truck will have a starting MSRP of $28,350.
- Ford plans to start taking preorders for the Fathom in early 2027.
*Summarized by AI
Ford has named its new midsize electric truck the Fathom and said it will be available for pre-order in early 2027. Equipped with the standard-range battery, the truck will have a starting MSRP of $28,350.
“The price is the least interesting thing about it,” Kay Hart, general manager of Ford Model e, said in a statement. “Projected to have more passenger volume than a Toyota RAV4, with a large, high-resolution touch screen, bidirectional power capability, digital key, as well as a frunk and bed for added cargo flexibility, Fathom seats five adults and is just as comfortable on a workday commute as it is on a weekend adventure.”
Advanced technology adds value to the already well-equipped Fathom. Hart said that every truck is BlueCruise capable, and the Fathom’s BlueCruise integration with Apple Maps offers a more seamless on-ramp to off-ramp experience. Fathom is also Apple CarPlay and Android Auto capable.
Naming a Truck, Without Numbers
Unlike other Ford vehicles that have been named using alphanumeric code, a string of letters and numbers tells you about a trim level, an engine, and a spec, Hart said Ford has been committed to doing things differently with this truck from the beginning.
“It’s in its DNA. And so, we wanted to choose a name, to give the vehicle personality, a soul, and make it a character in our customer’s life,” she expanded. “That philosophy guided our nine-month naming journey. Fathom’s capability is undeniable, but there is more to the product than appears to the eye.”
Why Ford Named it Fathom
First, the team scoured the Ford archives, examining how the company has named vehicles for more than a century, from the Galaxie and Taurus to Ford's first vehicle to bridge the gap between car and truck, the Ranchero. Each option had a specific implication, one that might not suit our new electric truck.
“What communicates depth below the surface? How do we communicate an emotional feeling of a vehicle that’s more than it appears to be?” Hart explained. “So the team asked themselves: ‘What communicates depth below the surface? How do we communicate an emotional feeling of a vehicle that’s more than it appears to be?’”
Two Ford copywriters separately conceived “Fathom.” It wasn’t an immediate decision, though. The name lived in a file with hundreds of other options, Hart said.
Ahead of meetings where small groups of contender names were chopped, the naming team walked the floor asking as many as 15 engineers to pick their favorite. Hart said one engineer, unsurprisingly someone who fit the truck’s customer profile, had the uncanny ability to choose the winner before every meeting.
As the list dwindled, Fathom survived every single cut until it was on a short list, easily separating itself as the top choice among focus groups. And that engineer? He was the first to hear about the final selection.
“We built our new midsize electric truck for a person we spent years getting to know,” Hart said. “As customers start exploring the technology and design of Fathom, that's when the connection between name, product and driver becomes clear.”
More Vehicle Research

Ram ProMaster City Fleet Guide Specs Cargo Capacity and 2027 Updates
Work Truck’s Ram ProMaster City Fleet Guide tracks the latest specifications, cargo capability, configurations, fleet technology, pricing, and model-year updates for Ram’s mid-size commercial van.
Read More →
Ford F-150 Fleet Guide Specs Capability and 2026 Model-Year Updates
Explore 2026 Ford F-150 fleet specs, engines, towing and payload capability, configurations, work features, technology, and model-year updates.
Read More →
TCI Now Sells & Supports Battle Motors’ Vocational Trucks
Midwest truck dealer Truck Centers, Inc. (TCI) has expanded its transportation solutions with sales and service support for Battle Motors’ heavy-duty vocational trucks at locations in locations in Indiana, Illinois, and Missouri
Read More →
Ram 1500 Fleet Guide Specs, Capability and 2027 Model-Year Updates
Explore always up-to-date Ram 1500 fleet specs, engines, towing and payload capability, configurations, technology, pricing updates, and model-year changes.
Read More →
Peterbilt Trucks Equipped with Paccar TX-18 Pro Boost Efficiency for Maryland Fleet
Patuxent Companies is replacing aging trucks with the Peterbilt Model 567 and Model 589, specified with the Paccar TX-18 Pro 18-speed automated transmissions, and is reporting an 8% to 10% improvement in fuel economy.
Read More →
Stellar Expands into Fire Apparatus Market with Acquisition of Midwest Fire
Stellar Industries has acquired Midwest Fire, a custom fire apparatus manufacturer headquartered in Luverne, Minnesota, with nearly four decades of specialized apparatus experience.
Read More →
Recalls You Need to Know About in August 2026
If you have Altec, Chrysler, Ford, Heil, General Motors, International, Mack Trucks, Paccar, Rivian, Royal Truck, Toyota, US Truck Body, or Volvo Trucks vehicles in your fleet, you should check these important recalls issued by the National Highway Safety Administration.
Read More →
130 Years of Trucks: Mercedes-Benz Trucks Kicks Off the Deutschlandfahrt 2026
As part of the “130 Years of Trucks” anniversary year, Mercedes-Benz Trucks is participating in the Deutschlandfahrt 2026 with selected historic vehicles, including the original Daimler Motor Truck from 1899.
Read More →
DTNA Opens Ordering for Detroit Gen 6 Engines
Customers can begin specifying Detroit Gen 6 DD13 and DD15 engines in Freightliner and Western Star trucks beginning Sept. 1.
Read More →
2027 Ram ProMaster City Van Starting Price Under $40K
The 2027 ProMaster City arrives in the first quarter of 2027 with a starting price, including destination charges, under $40,000, which Ram Professional said is the lowest MSRP in the commercial van segment.
Read More →
