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Ford plans sub-$40K EV pickup to challenge Chinese rivals
🇨🇦 Canada /Economy & Trade

Ford plans sub-$40K EV pickup to challenge Chinese rivals

From Global News · () English

Translated from English, summarized and contextualized by DistantNews.

At a glance

News Named sources New plan
  • Ford plans to launch a new mid-size electric pickup truck, the Fathom, priced under $40,000.
  • The Fathom aims to compete with rivals like Tesla and China's BYD in the affordable EV market.
  • This move follows Ford's abandonment of the all-electric F-150 Lightning and signals a new strategy for mass-market EVs.

Ford Motor Company is shifting its electric vehicle strategy by planning to launch a new mid-size EV pickup truck, the Ford Fathom, with a target price under $40,000. This move comes as affordability becomes a key concern for consumers navigating the EV market.

This is a Model T moment for us at Ford, a chance to bring in a new family of vehicles to the world that offer incredible technology, efficiency, space and features.

— James FarleyFord CEO James Farley describing the significance of the new affordable EV strategy.

The Fathom is slated to cost just over US$28,000, translating to $38,690 in Canada after a federal rebate. Pre-orders are expected to open in early 2027, with customer deliveries beginning in the autumn of the same year. This new truck will be the first in a series of models built on Ford's new EV platform.

This strategy marks a departure from Ford's previous focus, including the decision to abandon the all-electric version of its popular F-150 Lightning pickup truck. Ford CEO James Farley has referred to this new line of affordable EVs as a potential "Model T moment" for the company, aiming to bring accessible technology and efficiency to a wider customer base.

A new electric pickup around the $40,000 mark would therefore compete much more directly with the trucks consumers are already shopping for.

— Dan ParkClutch CEO Dan Park commenting on the competitive positioning of Ford's upcoming EV pickup.

The introduction of the Fathom is a direct response to increasing competition, particularly from Chinese automakers like BYD, which recently surpassed Tesla as the world's top seller of EVs. Chinese EVs have begun arriving in North America, offering lower prices due to reduced battery and manufacturing costs. Ford's move aims to counter this "broader cost pressure" by rethinking vehicle size, battery expenses, and manufacturing efficiency to compete more directly with the trucks consumers are already considering.

They have demonstrated how lower battery and manufacturing costs can bring EV prices down significantly. That broader cost pressure is pushing established automakers like Ford to rethink vehicle size, battery costs, and manufacturing efficiency.

— Dan ParkClutch CEO Dan Park explaining the impact of Chinese EV makers on established automakers.
DistantNews Editorial

Originally published by Global News in English. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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