Ford has set an ambitious sales target for its upcoming electric pickup truck, a volume in the U.S. market that only Tesla has previously achieved, according to people familiar with the matter. The automaker plans to sell more than 100,000 units in the first year of production for this truck.

The vehicle, named the Ford Fathom, will carry a starting price of roughly $30,000 and is slated to hit the market next year. With this launch, Ford aims to secure the kind of mass-market success that its higher-priced electric vehicles have failed to deliver so far.

The Fathom will be built on a brand-new, self-developed platform. Executives say the technology incorporated into this truck is designed to go head-to-head with Tesla and emerging Chinese automakers, while its price point aligns with mainstream sedans and SUVs. Ford will begin accepting customer orders early next year.

If Ford meets its stated target, the Fathom would rank among the best-selling electric vehicles in the U.S. within its first year of production. Aside from EV leader Tesla, no other automaker has managed to sell 100,000 units of a single electric model annually in the American market. Last year, Tesla sold roughly 357,000 units of its Model Y SUV and over 190,000 units of its Model 3 sedan. Following Tesla, General Motors sold close to 170,000 all-electric vehicles across the U.S. in 2025, but that figure was spread across three different brands under its umbrella.

Production and sales volumes for Ford's new pickup are expected to increase further in the years ahead.