Ford unveils the name and launch price for its midsize electric truck

Ford's truck gets an all-new name: Fathom. Bloomberg/Getty Images Ford has been very secretive about its all-important new slate of EVs. That's starting to change.The Detroit automaker confirmed to Business Insider that its next EV, a midsize truck, will be called the Fathom. The company also said it will have a starting price of $28,350 — or $29,945 after destination charges.Both the name and pricing are a big departure from Ford's recent EV efforts. The company's first generation of mass-market EVs — including the Mustang Mach-E and the F-150 Lightning — were named after iconic, nostalgic Ford vehicles. They also had sticker prices ranging from roughly $38,000 to around $90,000.Fathom is a new nameplate for Ford. The sub-$30,000 starting price will also put the new EV in striking distance of the coming no-frills Slate truck.Fathom is the result of a Skunkworks program that the company launched in 2022, which aimed at building simpler electric cars after Ford lost billions of dollars on its first generation of EV products.Unlike the standard assembly line that Ford adopted in the early 1900s, the next generation of EVs will adopt an "assembly tree" production system. The company will build the EV's front, rear, and structural battery-and-interior sections on three separate lines before joining them.Ford has teased multiple silhouettes, suggesting that the retooled assembly line could support vehicles including a hatchback, SUVs, and a cargo van — but the company has not confirmed which of those models will reach production. Ford has teased the Fathom's design in a few images of camouflage-wrapped units during winter testing. Ford The Fathom, Ford says, has some pretty impressive specs. The automaker says it's as fast off the line as the Mustang EcoBoost, and has the same interior cargo space as the Toyota RAV4 SUV.It's also Ford's first vehicle that will have Apple software integration.There's still plenty we don't know about the truck: we haven't seen its full design, because Ford has only revealed images of the truck wrapped in camouflage. We also don't have trim details or range estimates.Work at Ford? We want to hear from you. Contact Ben Shimkus at bshimkus@insider.com or Signal at bshimkus.41. Use a personal email address and a nonwork device. Read next Ben Shimkus is a reporter for the Business News desk. He writes about cars, transportation, retail, and jobs. Ben's reporting has appeared in Rolling Stone, The Verge, Automotive News, USA Today, AutoBody News, LGBTQ Nation, TopSpeed, and Out Magazine. He's also held staff writing positions at The U.S. Sun and the Daily Mail. He graduated from NYU with a Master's in journalism in 2024. Email Ben at bshimkus@insider.com or message him privately on Signal at bshimkus.41. Ford Electric Cars