Ford’s affordable electric pickup, the Fathom, may face delays as the automaker continues working to optimize the Universal Electric Vehicle platform needed to produce it at scale. Ford CEO Jim Farley said the company still has significant work ahead to launch the truck at the targeted cost and schedule.
Ford Fathom Production May Face Delays
Ford has spent the past several months building anticipation for the Fathom, including revealing its name and a starting price of $28,350 before a $1,595 destination fee.
However, Farley recently indicated that production may not begin next year as originally intended. Speaking at the Automotive News Congress event in Detroit, he said, “We haven’t landed the plane on mass production of the UEV yet. It’s going to be a heck of an effort to launch this at scale, at cost, on time.”
The comments highlight the remaining challenges Ford faces in bringing the Fathom to mass production while maintaining its planned price and timeline.
Fathom’s Affordable Price Remains a Key Challenge
Ford has committed to pricing the Fathom below $30,000, but Farley said the automaker is still examining ways to lower the electric pickup’s production costs.
Ford has also confirmed that it is working with new suppliers it has not previously engaged with as it builds out the UEV supply chain. Balancing production costs with quality remains an important part of that effort.
The Fathom is also set to include hardware necessary for Ford’s BlueCruise hands-free driving technology, along with Apple Maps, standard CarPlay and Android Auto, bi-directional charging and a digital key.
Ford is targeting a 0-60 mph time of around 4.5 seconds for the Fathom, which means the pickup will also require capable brakes and tires.
Ford Faces Pressure to Balance Cost and Features
The Fathom is not the only vehicle Ford plans to build on the UEV architecture. Larger offerings that could potentially be more profitable may eventually help balance the economics of the platform, but those vehicles are years away.
That leaves Ford facing the challenge of controlling costs on the Fathom while still delivering the features and performance expected by buyers. The automaker cannot overengineer the pickup and drive up costs, but it also cannot underdeliver and risk disappointing customers.
The balance could be particularly important as Ford works to build interest in its future electric vehicles while managing the substantial costs associated with competing in the EV market.
Ford Fathom Faces Competition on Price
The Fathom will also face competition from cheaper offerings. Slate Auto and REO are developing lower-cost alternatives, with REO working on a $21,500 gas pickup.
That pricing could make the Fathom’s $28,350 starting price an important consideration for buyers as Ford works to establish the value of its electric pickup.
Farley’s comments underscore the financial challenges Ford still faces in bringing a low-cost electric pickup to mass production while meeting its planned cost and timing targets.
