Ford Motor Company has announced its new 'Fathom' electric pickup truck will carry a starting price of $28,000, positioning it as a highly competitive and affordable entry in the rapidly expanding electric vehicle market.

This aggressive pricing strategy aims to broaden the appeal of electric trucks, directly challenging both existing electric competitors and traditional petrol-powered models by making EV ownership more accessible to a wider consumer base.

The Fathom is the first vehicle to be built upon Ford's innovative