Its latest pickup, the Ford Fathom, will cost a downright cheap $28,350, which should set it up to be a massive seller. Ford has spent billions beyond the usual costs developing the Fathom ,a smaller electric pickup truck that goes on sale in 2027. That is enough pressure to put on one little pickup truck. It’s the Ford Maverick, a small pickup truck that went on sale in 2019 and comes in both gasoline and hybrid variants. The Maverick’s core customer isn’t a traditional pickup truck buyer but someone who might be coming over from an equally affordable car, like a Honda Civic.