Ford Fathom Teased in Las VegasFordFord has spent months telling us that its next electric pickup could change the economics of EVs. Now it's finally letting the thing out in public with ads on the sides to boot. Two heavily disguised Fathom prototypes just cruised through Las Vegas, giving us one of our best real-world looks yet at Ford's sub-$30,000 electric truck. And beneath all that camouflage, there are a few things worth looking at.CEO Jim Farley shared photos and footage of the prototypes on Tuesday, saying Ford's engineers had been conducting hot-weather testing in the desert before taking a slight detour.FordThe trucks certainly weren't trying to travel unnoticed. Beyond the patterned camouflage, Ford plastered them with enormous Fathom graphics, QR codes and messages including "Camo Off in 2027" and "This Changes Everything." The black coverings over the nose, hood and portions of the cab mean Ford isn't ready to give away the final design. Still, the proportions are becoming considerably clearer.AdvertisementAdvertisementFor one thing, it's clear that this isn't some faux Lightning replacement. It appears far more akin to the Maverick in terms of size and proportions than it does to even the Ranger. That's refreshing in an era of trucks that seemingly have no limit when it comes to increasing in size. That said, Ford promises a cabin that's more spacious than that found in the latest Toyota RAV4, and that's not counting cargo space.FordPerhaps most important is that we know Ford intends to sell it for $29945 including destination fees. The brand has also confirmed BlueCruise capability, bidirectional power, wireless Apple CarPlay and Android Auto, a digital key and embedded Apple Maps. The Fathom will be the first vehicle built on Ford's new Universal EV Platform and its equally ambitious Universal EV Production System. The brand's Louisville Assembly Plant is currently undergoing a massive transformation to build it, with prototype production using production-qualified components expected to begin during the first quarter of 2027.That's also the same time when orders will begin. All of this is coming to a head. Ford clearly believes its new EV pickup is the right move for the current market. The question now is whether or not buyers in America agree.#FordFathom in the wild. https://t.co/SwmOUzeJv1 pic.twitter.com/CNERthHQEV— Jim Farley (@jimfarley98) September 1, 2026You Might Also LikeIf You Can Only Own One Car, Make It One of TheseThese Are the Most Popular Cars by State
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