Ford Reveals the Fathom Name in Las Vegas — Canada's Entry EV Truck Starts at $38,690 With Incentive

Ford has taken its upcoming midsize electric pickup to Las Vegas — literally. Heavily camouflaged prototypes of the truck were spotted on the Strip after desert hot-weather testing, and CEO Jim Farley shared images and video on X on September 4. "Our team was doing hot weather testing in the desert with the new Ford Fathom and took a detour to Las Vegas to unveil its name. Our new midsize electric truck. Coming in 2027," Farley wrote.

The prototypes carried more than camouflage: their doors bore the Fathom name alongside QR codes, and markings confirming pre-orders begin in 2027 — the same timing at which the camouflage comes off. Auto123, which published the images and the Canadian pricing details, notes the Fathom will be the first vehicle built on Ford's new universal electric platform, with production scheduled to begin in 2027 at the converted Louisville Assembly Plant in Kentucky.

Canadian pricing: under $40,000, but read the fine print

In Canada, the Fathom with the standard-range battery carries an announced starting price of $38,690. That figure includes the $4,000 federal incentive available under the Electric Vehicle Affordability Program; the base MSRP is $39,995, or $42,690 including destination and fees. Taxes, options and certain additional fees are not included.

That positions the Fathom as the most affordable electric pickup announced for the Canadian market — several thousand dollars below where the discontinued F-150 Lightning's entry trims sat, and in the same bracket as mainstream electric sedans and crossovers. The standard-range model is the one priced at $38,690 after incentive; Ford has not yet shared official range figures for any version.

What Ford has committed to so far

• Size: midsize footprint closer to a Maverick than a Ranger, seating five occupants.
• Interior: Ford promises more passenger volume than a Toyota RAV4, despite the truck bed and a front trunk.
• Power features: bidirectional power capability to run external equipment, digital key, and Apple CarPlay and Android Auto with embedded Apple Maps.
• Driver assist: every Fathom will be compatible with BlueCruise, Ford's hands-free highway driving system.
• Manufacturing: an "assembly-tree" production process at Louisville with fewer parts, aimed at cutting manufacturing costs. Per the Detroit Free Press, Ford has told dealers as many as five vehicles on the architecture could eventually be built there.

Range target: extended-range version aiming for 483 km

Ford hasn't published official range numbers, but Ford Authority reports the extended-range version is targeting around 300 miles — roughly 483 kilometres — an estimate that would not apply to the base model. Full technical specifications, including horsepower and battery options, are expected to be released in the coming weeks, with the truck's full presentation ahead of its commercial launch as a 2028 model.

For Canadian buyers, the Fathom is the first credible answer to a question the market has asked since the F-150 Lightning's retreat: what does an affordable Ford EV truck actually look like? A sub-$40,000 entry point after incentive, Maverick-sized packaging and a 2027 pre-order window put it on a collision course with the equally affordable slate of electric trucks targeting the same window — and give budget-focused Canadian EV shoppers a reason to wait.

Looking for EV deals, insurance, or financing? Check out our partner deals and offers.

If you found this guide helpful, use our Tesla referral link for free Supercharging credits on a new Tesla purchase or lease in Canada.