Ford targets 100,000 first-year sales for Fathom electric truck

Ford targets 100,000 first-year sales for Fathom electric truck

Thu, September 3, 2026 at 4:48 PM GMT+3 2 min read

Ford Motor is targeting sales of more than 100,000 units of its upcoming Fathom electric truck in the first year of production, according to The Wall Street Journal, which cited people familiar with the matter.

Hitting that number would make the Fathom the first EV from a non-Tesla automaker to cross the 100,000-unit threshold for a single model in a single U.S. sales year. For context, Tesla moved about 357,000 Model Y SUVs and upward of 190,000 Model 3 sedans last year, while General Motors' roughly 170,000 all-electric vehicles sold in 2025 were distributed across three separate brands, the Journal noted.

Ford will begin taking customer orders for the Fathom in early 2027, with production set to begin in the first quarter of that year. The truck carries a starting price of $28,350, or $29,945 including destination and delivery charges. A Ford spokesman declined to comment on volume projections.

Andrew Frick, president of Ford's electric- and gas-vehicle divisions, said that the Fathom is intended to pull in drivers who have not yet left gasoline or hybrid powertrains behind. "Our total addressable market is much bigger than just the EV under $40,000," Frick said.

The Fathom will be built on a new assembly line at Ford's Louisville Assembly Plant in Kentucky. Ford Chief Executive Jim Farley has called the Fathom the company's new "Model T moment," arguing that his earlier EVs were burdened with more components and expense than the technology actually requires. The truck itself was engineered to minimize part counts, and the Louisville plant's production system has been rebuilt from the ground up with cost efficiency as a central objective.

The truck will include a large touch screen, bidirectional power capability, Ford's BlueCruise hands-free driver-assist system with Apple Maps integration, and front trunk and bed storage, the company said. It seats five adults and offers more passenger space than a Toyota RAV4.

The sales goal comes as the broader U.S. EV market faces headwinds. According to Motor Intelligence data cited by the Journal, EVs accounted for just 5.7% of total U.S. vehicle sales in August, a steep decline from the 10.3% share recorded a year earlier, with the month's overall EV volume running 48% below the prior-year period. The drop followed the phase-out of a $7,500 federal tax credit.

Ford's earlier electric pickup, the F-150 Lightning, was discontinued late last year after failing to reach its original sales targets. The company recorded $19.5 billion in charges as part of a broad overhaul of its EV operations, which also saw Ford restructure its EV leadership and merge its electric vehicle, digital, and design teams with its global industrial operations.