Ford's new affordable electric truck will be called the Fathom. Last fall, Ford announced a new architecture, dubbed the Universal EV platform, that will underpin a series of new affordable electric models, starting with a small pickup truck. But now we've learned that Ford is going a different direction, officially announcing today that the truck will be called the Fathom, as well as its expected starting price, which crucially comes in under $30,000. The most important metric for this truck will be the price, and Ford says the Fathom will start at $29,945. For Sale Near You See all results for new 2028 Ford Fathom for sale near 69115➡️ Skip the lot.