Ford CEO Sees Upsell Opportunity With $30,000 EV Truck's Hands-Free Driving Tech -- WSJ

By Ryan Felton

Ford Motor thinks its forthcoming $30,000 electric pickup will attract widespread appeal because of its relatively low sticker price. But executives expect some customers to spend more to get additional features such as hands-free driving capabilities.

Ford aims to sell more than 100,000 of the trucks, called the Fathom, in its first year of production, The Wall Street Journal has reported.

The truck will be equipped with Ford's hands-free driving system, BlueCruise, which is now offered on some larger and more expensive vehicles for $50 per month, $495 per year or $2,495 as a one-time purchase.

"For me, personally, the most exciting upsell opportunity is really the long-term subscription and digital experience for the customer," Chief Executive Jim Farley told analysts on an earnings call.

Ford is also developing a system that it says will allow for drivers to take their eyes off the road in some scenarios.

Ford executives said Wednesday they anticipate offering several variants of the Fathom that will extend up to the high-$30,000 sticker-price range, in part because of features like Apple Maps and automated driving features.

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October 28, 2026 18:27 ET (22:27 GMT)