Tesla Inc (NASDAQ:TSLA) CEO Elon Musk once had an ambitious goal of producing 250,000 Cybertrucks annually. Demand for the electric pickup truck never reached the levels Musk expected. Auto rival Ford Motor Company (NYSE:F) is making its electric pickup truck comeback and has also set an ambitious goal.

Ford’s Fathom EV Pickup Truck Goals

Ford is gearing up for the Fathom electric pickup truck to launch in 2027, the company’s follow-up EV truck after ending production of the bestselling F-150 Lightning.

The automotive giant has gone back to the drawing board to work on production and profitability for its electric vehicle unit and has high hopes for the Fathom.

Just how high are the hopes for the Fathom? Well, according to internal sources, Ford thinks it can sell 100,000 Fathom trucks in its first year, according to a new report from the Wall Street Journal.

While the 100,000 is shy of Musk’s original goals for the Tesla truck, this would mark a huge milestone for Ford.

Ford sold 84,113 total electric vehicles in the United States in 2025. The goal for the Fathom would place the vehicle among the top-selling EVs in the U.S. annually, trailing only the Model Y and Model 3 from Tesla, which are the only EVs to hit the 100,000 mark annually in the country.

The F-150 Lightning from Ford was previously the best-selling EV pickup truck in the U.S., hitting 27,307 units sold in 2025. This beat Tesla’s estimated 20,237 Cybertruck sales in the U.S. last year.

Preorders for the Fathom begin in early 2027, with deliveries expected next year. Early pricing of the vehicle is favorable to rivals and could help with the ambitious goal.

Fathom Pricing vs. Peers

The Fathom comes with a starting price of $28,350. That is significantly cheaper than the $69,990 for the Cybertruck and comes in cheaper than the Chevrolet Silverado at $55,985 and Rivian R1T at $79,900.

Pricing for the Fathom is also lower than the $49,875 retail price of the F-150 Lightning base Pro model.

One company that will beat Ford on price is Slate Auto, an EV startup backed by Jeff Bezos. The Slate Tuck comes with a starting price of $24,950, with models expected to ship in late 2026. The catch with the Slate Truck is that it comes with limited features, and owners can customize and add additional features, which increases the starting price.

For Ford, the Fathom is a big bet on the relaunch of its electric vehicles and EV platform. While the goal of 100,000 seems pretty ambitious, consumer demand may be much higher at the new price point.

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