Ford’s new electric truck, ‘Fathom’, starts at $28,350

All of this likely contributed to getting the Fathom’s starting price to just under $30,000, a major accomplishment in a market where the average new car costs $50,000. The truck won’t have a lot of competition in that range — it’s essentially going up against just the spartan, Jeff Bezos-backed Slate pickup, and a few non-truck EVs like the Chevy Bolt.

Ford has found a ton of success with its small, low-cost Maverick pickup, which comes in both internal combustion and hybrid powertrain variants. The Fathom is an attempt to bottle that lightning, without going the way of the Lightning.