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Ford launches affordable EV pickup to compete with Chinese manufacturers
Ford Motor Company is set to launch a new mid-size electric vehicle pickup truck, the Ford Fathom, priced under $40,000 in Canada after federal rebates. This strategy aims to address affordability concerns by offering a more cost-competitive option compared to existing EVs like Tesla and BYD models. The Fathom, priced at around $38,690 in Canada, will be the first of Ford's new EV platform family, with pre-orders opening in early 2027 and deliveries starting in autumn 2027. This move follows Ford's decision to abandon its all-electric F-150 Lightning pickup, which was more expensive than traditional gas-powered models. Analysts note that Chinese automakers like BYD have significantly reduced EV costs through lower battery and manufacturing expenses, prompting established brands to rethink their approaches. The new EV line is positioned as a mass-market solution, contrasting with earlier high-cost electric trucks. With used truck prices in Canada averaging around $47,000, Ford's strategy targets consumers already considering vehicle purchases, potentially disrupting the market dominated by pricier EVs.