Ford wants to make the affordable electric pickup less of a sacrifice. Its new Fathom is priced only modestly above Slate’s minimalist rival—but arrives carrying the weight of Ford’s earlier EV disappointments.
Ford’s first major electric-truck push centered on the F-150 Lightning, an attempt to electrify one of America’s most recognizable pickups. That strategy “fell a little flat,” prompting the company to set up a California skunkworks operation and rethink its EV architecture from the ground up.1
The result is the four-door Fathom, Ford’s first vehicle on its Universal Electric Vehicle platform. Starting at $28,350, before a $1,595 delivery charge, it is designed around simplified construction and parallel assembly lines intended to squeeze out component and labor costs. Ford says it will begin production at its revamped Louisville Assembly Plant next year, with customer deliveries due before the end of 2027.2
That puts Ford in a direct contest with Slate, whose $24,950 Blank Slate truck is expected on the road later this year. Slate’s argument is radical simplicity: the base model skips paint, power windows, a touchscreen and even a stereo, while seating two unless buyers pay $5,000 for an SUV conversion kit.
Ford is making the opposite pitch. The Fathom is promised with a large touchscreen, Apple CarPlay and Android Auto, an open bed and frunk, more interior volume than a Toyota RAV4, and hardware for BlueCruise hands-free driving—though the service itself is likely extra. As one assessment put it, “not everyone wants manual window winders or having to install back seats themselves.”1
Slate holds roughly a year’s head start and a lower sticker price. Ford has the familiar badge, more standard equipment and a manufacturing-scale wager. But its biggest obstacle may not be engineering: previous EV efforts were held back by buyer and dealer interest, costing the company billions and contributing to the Lightning’s cancellation.2
[1] Ford Picks "Fathom" for Its Affordable Truck Name, Starts at $28,350 — “Ford’s second attempt at an electric vehicle strategy is getting closer to primetime.”
[2] Ford's first ultra-cheap EV is called Fathom, a full-featured truck for $28,350 — Ford says Fathom production is planned for next year, with deliveries before the end of 2027.