Ford needs another Taurus, and the $30K Fathom EV pickup isn’t it
Few automotive companies are as dependent on breakout hits as Ford. It’s almost as though it’s baked into the company’s DNA: From the Model T and the Taurus to the F-150 and the Explorer, Ford has lurched from one success to another.
Recently, though, the automaker has been coming up empty handed. While its U.S. vehicle sales rose 6% year-over-year to 2.08 million in 2025, they’re today less than half their peak of4.48 million in 2000. Of the new vehicles that Ford has introduced in recent years, none have become a sensation.
Ford CEO Jim Farley is betting its forthcoming EV pickup, Fathom, will change its fortunes, calling the introduction of the truck and its Universal EV platforma “Model T moment” for the company. Ford needs a product that can compete with Chinese EVs, which have been taking the world by storm. Yet, for reasons that are...
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