Ford has given its upcoming affordable electric midsize pickup truck a name, and price point. Built on an all-new Universal Electric Vehicle (UEV) Platform, the future Ford Fathom truck marks a fresh direction for the automaker’s EV strategy in the wake of the Lightning’s rise and quick fall. Moving away from full-sized, high-cost models, the U.S. auto giant seeks to target everyday drivers who prioritize practicality, technology and versatility.
2028 Ford Fathom – Pricing and availability in Canada
Canadian buyers can expect a base MSRP of $39,995 (or $42,690 including destination and fees). When factoring in the federal government’s $4,000 Electric Vehicle Affordability Program (EVAP) incentive, the effective starting price drops to roughly $38,680 for the standard-range battery model.
Pre-orders are scheduled to open in early 2027, with the first deliveries arriving late in the year for the 2028 model-year.
Why the Fathom?
We reported back in August of 2025 that Ford had just trademarked four names: Mythic, Hive, Fuze… and Fathom . Clearly, there was a plan there. In any event, Ford settled on the Fathom name after what the company described as nine months of internal debate and consumer focus groups. It references the nautical unit of depth as well as the concept of understanding needs deeply.
And, it seems, the automaker concluded that what its customers need are those qualities mentioned above, but available at a reasonable cost. At the same time, Ford pointedly insists that the Fathom will offer far more capability and value than its approachable price tag suggests.
Design of the 2028 Ford Fathom
Manufactured at the converted Louisville Assembly Plant in Kentucky using a new “assembly-tree” production process, the midsize Fathom will sport a footprint closer to a Maverick than a Ranger, offering room for five adult occupants. Beyond that, Ford is choosing not to share any images or details at this point in time.
Interior of the 2028 Ford Fathom
Despite its compact exterior dimensions, Ford promises the five-passenger cabin will deliver more passenger volume than a Toyota RAV4. Standard features will include a large high-resolution touchscreen, digital key, bidirectional power capability to run external equipment, Apple CarPlay and Android Auto integration with embedded Apple Maps and a front trunk (frunk).
Every Fathom will come equipped with BlueCruise, Ford’s hands-free highway driving assistance technology.
Powertrain(s) of the 2028 Ford Fathom
As with the design, there are no details forthcoming from official Ford mouths at this point. But the company does say that rather than focusing solely on extreme towing or raw output, the Fathom targets commuters, families and outdoor enthusiasts who desire EV efficiency and utility at an accessible price point.
Further technical specifications, including horsepower, battery options and range figures, will be released in the coming weeks.