Ford sets eyes on ‘affordable EV market’ with upcoming electric truck

MANILA: Ford will take a swing at the “affordable electric vehicle (EV) market” with its upcoming electric pickup truck dubbed Fathom.

To be offered with a starting price of USD28,350 or approximately P1.734 million, the newest nameplate will be available for pre-order early next year. 

“Available for pre-order in early 2027, the midsize electric truck with standard-range battery has a starting MSRP (manufacturer’s suggested retail price) of $28,350, competing in the heart of the affordable EV market,” Ford wrote in a press release. 

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Notable features

Ford is yet to disclose the final spec sheet for the Fathom, but the Blue Oval brand shared several features that will likely make it to the brochure.

To begin with, the new nameplate is projected to have more passenger volume than the Toyota RAV4. For comparison’s sake, (at least here in the Philippines) the Japanese crossover can seat five people comfortably. And while trucks can generally accommodate five occupants, their bench-type rear seating does not make long journeys — especially for those sitting at the back — a thrilling experience. On that note, this should make the Ford Fathom quite an interesting vehicle. 

Per Ford, the Fathom pickup “seats five adults and is just as comfortable on a workday commute as it is on a weekend adventure.”

Next is a large, high-resolution touchscreen, which is something we’ve seen the Dearborn-headquartered automobile manufacturer pull off quite nicely. The question is, will it be vertical in orientation like those fitted on the Ford Ranger and Everest, or will it be horizontal like that on the new Territory Hybrid Platinum. 

It will also have bi-directional power,  which can be likened to what we know here in the country as the “vehicle-to-load” (V2L) feature. This simply means that the Ford Fathom will be a powerbank with wheels and can use energy from the battery to power various small appliances.

Convenience will be improved with the digital key feature, or the ability to turn one’s smartphone into a virtual key fob with the use of the FordPass app. 

Would-be owners will also enjoy added cargo capacity as the pickup truck will have a front trunk or “frunk” in addition to the bed at the rear.

In the United States, the Ford Fathom will be BlueCruise capable, which means that it can provide a “hands-off, eyes-on driving experience when driving on designated highways called hands-free Blue Zones.” It will also have Apple Maps directly integrated for a more seamless on-ramp to off-ramp experience.

Will it make sense in PH?

The Philippine auto industry now has its share of electric trucks, so clearly there is some form of demand for lifestyle pickup vehicles that are propelled with emissions-free systems. 

One of the first passenger car-oriented nameplates to have launched locally is the Radar RD6 ECON, powered by either a single permanent magnet synchronous motor at the rear wheels or a set of two electric motors on both axles.

It seats five people, has an eight-inch floating touchscreen infotainment system, is V2L capable, and also has a frunk.

The Chinese-made vehicle will set customers back anywhere from P1.398 million to P1.748 million. 

Next is the Toyota Hilux’s BEV (battery-electric vehicle) variant, powered by dual electric motors.

As one would expect, it also has seats for five, a larger 12.3-inch infotainment unit with wireless Apple CarPlay and Android Auto, and a wireless charger. However, it lacks a frunk and appears to not have V2L capabilities.

It costs P2.99 million.

With two solid competitors in the all-electric segment, having a pickup truck without an internal combustion engine from an American manufacturer, and one priced under P2 million, could potentially shake up the category.

Since many Filipinos are actively shifting to a more sustainable means of transportation, with rising fuel prices (which hurts, especially for diesel truck owners) and the tempting perks offered by the government for EV users, it would make sense for Ford Philippines to bring the Fathom here.

As long as they keep the price competitive, people will likely opt for an EV pickup truck from a familiar marque instead of new players who are yet to earn the trust (and hard-earned money) of car buyers. 

Also read:

Ford PH releases limited-run Ranger, Everest trims

Ford PH expands Territory Hybrid roster with Platinum variant

PH among leading markets for Ford Ranger Raptor globally

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