- Ford's upcoming Fathom is an incredibly important vehicle to the brand.
- CEO Jim Farley acknowledged that it's going to be "a heck of an effort" to launch the truck effectively.
- There's still a lot that goes into the launch, but Ford is intent on delivering the affordable pickup at scale, at cost, and on time.
Ford has already taken a swing at the whole electric pickup thing. The all-electric F-150 Lightning proved—technically and mechanically—that the Blue Oval has the chutzpah to make it happen. But it also demonstrated the most important part of building a car: making something that folks will actually show up to buy.
