Ford confirmed on August 6 that its new electric pickup, the Fathom, will be priced at $28,350. The vehicle is smaller than the F-150 but designed for families, and is the first to use Ford's new Universal Electric Vehicle platform. The company has invested approximately $5 billion in the truck, which also comes equipped with hardware for BlueCruise, with Level 3 autonomous driving expected on the platform by 2028. This strategy aims to replicate the success of the affordable Maverick pickup and avoid the pricing issues faced by the F-150 Lightning.