Ford has long stood out for its knack in producing iconic models that propel its success, such as the Model T, Taurus, F-150, and Explorer. Yet, in recent times, no new model has managed to capture the spotlight. Despite a 6% increase in U.S. vehicle sales in 2025, Ford’s numbers are considerably lower than their peak of 4.48 million in 2000.
CEO Jim Farley is looking to the Fathom, Ford’s upcoming electric vehicle (EV) pickup, to reverse the trend. Farley describes the launch of the Fathom and the Universal EV platform as a potential “Model T moment.” However, challenges remain both within and outside of Ford’s control, making it unlikely that the Fathom will achieve the same level of success as the Taurus or Explorer did in the 1990s.
Priced competitively at $29,945, including destination fees, the Fathom is well below the $50,000 average for new vehicles and the $56,000 average for EVs. It’s also more affordable than the Keating Line, the average price of the largest market segment available at dealers.
However, price isn’t the sole factor driving consumer decisions. The Fathom enters the compact pickup segment, a niche that Ford began to explore with the Maverick in 2021. While the Maverick has seen steady sales, reaching 155,000 units last year, it doesn’t match the blockbuster success of the Taurus, which sold twice as many at its peak in 1992.
The Fathom does offer advantages over the Maverick, including more interior space and a front trunk (frunk), potentially appealing to buyers seeking a blend of functionality and compact design. Nevertheless, the appeal of pickup trucks remains limited compared to SUVs. According to Cox Automotive, over 70% of buyers prefer SUVs, while only 33% are interested in pickups.
Additionally, the Fathom’s design may not resonate with traditional truck enthusiasts. Many prefer rugged, off-road-ready aesthetics, a sentiment echoed in a recent GM briefing emphasizing their “lifted trucks.” The Fathom’s current design may not meet these expectations.
The market’s hesitance to embrace EVs further complicates Ford’s challenge. While many EV buyers express satisfaction with their purchase, a significant portion of consumers remain content with gas-powered vehicles.
Ford’s strategy will involve marketing and dealer training to mitigate these challenges, potentially positioning the Fathom as a viable alternative to sedans. There’s also a strong likelihood that Ford will introduce a rugged version of the Fathom to appeal to more traditional truck buyers.
Ford may not need the Fathom to be a runaway success. Instead, it might serve as a trial for its new production process, paving the way for future models. While compact trucks aren’t dominating the market, demand is growing, offering Ford an opportunity to refine its platform before expanding into other segments like SUVs.
Original Story at techcrunch.com