Ford Needs Another Taurus, and the $30K Fathom EV Pickup Isn't It The auto industry is notorious for its boom and bust cycles, with few companies as prone to these fluctuations as Ford Motor Co.
The latest attempt at breaking into the electric vehicle market, the Fathom EV pickup, aims to fill the gap left by waning sales of traditional vehicles.
Ford's struggles in recent years can be attributed, in part, to its failure to replicate the massive successes of the 1990s.