Ford’s First Electric Pickup Missed the Mark. It Just Unveiled the Name of Its Second Attempt

The midsized electric pickup from Ford will start at $28,350, a reasonable price compared to its competitors. Here’s what it’s called.

BY ROB VERGER, SENIOR EDITOR @ROBVERGER

Illustration: Inc.; Photos: Adobe Stock

We’ve known for a while that Ford is working on a new, midsized electric pickup truck. Now we know its name: the Ford Fathom. 

In a story on its From the Road site, Ford said that it took nine months to find the right name for this vehicle. It stressed the team’s desire for it to have a name and not a number, like the F-150.

Ford’s Kay Hart, the general manager of Model e, the company’s electric vehicle unit, wrote that the team liked the word “fathom” because the word means “to understand a thing completely.” In........

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