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Ford Fathom Pricing Will Stretch Into the 'High $30,000 Range'

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Ford Fathom Pricing Will Stretch Into the 'High $30,000 Range'

Ford's upcoming Fathom electric pickup is shaping up to be one of the cheapest EVs on the market. But its $28,350 starting price won't be the only bargain. Ford says even higher-end versions of the truck will come in below $40,000.

"The starting price of the $28,350 is just that," said Andrew Frick, president of Ford Blue and Model e, on Ford's third quarter earnings call on Thursday. "We'll have a range that goes to the high $30,000 range. And we'll have a couple of different offerings within that."

It's not clear whether high-$30,000s will be the starting price for higher-level trims, or whether a truly fully-loaded truck will come in below $40,000. Frick said that Ford will share more details about how the Fathom's offerings break down as it gets closer to launch. Pre-orders start early next year with first delivers slated for late 2027.

Ford discussed another trick it has up its sleeve to make money off of the relatively affordable Fathom: subscriptions. CEO Jim Farley said Ford realized that customers spending more on "nicer" trims of the Fathom really care about the digital experience that they are getting when buying an EV:

"We can offer at an incredibly low cost, very advanced ADAS, as well as digital camera, [and] dashboard," said Farley. He later continued: "[T]he digital suite, including the embedded Apple Maps, is really a game changer for any EV, let alone at this price. I think for me, personally, that is going to be the most exciting upsell opportunity.


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