That’s why it was surprising to see the Blue Oval go a different direction with its new $29,945 truck, named the “Fathom.” Curious as to why Ford didn’t go the throwback route, we simply asked the company’s PR department. Ford, edited by author Ford (edited by the author)There are times when a retro name revival is appropriate. Ford believes this truck will pioneer manufacturing techniques it’ll apply to an array of future models. “For a truck that started with years of trying to understand a specific customer,” Ford wrote, “that was the whole brief in six letters.”