Here’s the Reason Ford Decided Against Using the Ranchero Name for Its Budget-Friendly Electric Truck

Here’s the Reason Ford Decided Against Using the Ranchero Name for Its Budget-Friendly Electric Truck

      Ford

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      Old vehicles and Pixar movies share at least one similarity: they are both receiving remakes these days. Consider any automaker with a legacy of iconic models, and you can bet it’s utilizing them to their fullest marketing potential. Ford has certainly done this with its Mustang Mach-E, an electric crossover rather than a classic pony car, and the Maverick, which transitioned from a car to a compact four-door truck. Therefore, it was unexpected to see the Blue Oval take a different approach with its new $29,945 truck, called the "Fathom." I would have almost wagered that it would be named Ranchero.

      Wondering why Ford chose not to adopt a nostalgic name, we reached out to the company's PR team. Here’s what a spokesperson shared with us:

      “Fathom is a completely new vehicle, developed entirely on the new Universal Electric Vehicle Platform, utilizing a new assembly tree manufacturing process and incorporating new technology for both Ford and the industry. All these innovations merited a bold, new name to give the vehicle personality, a soul, and to make it a character in our customers’ lives. This is the future of modern Ford.”

      In essence, Ford isn’t focused on attracting the older demographic with this model.

      I created this little illustration using assets from Ford because we haven't yet seen the Fathom without heavy camouflage. Ford, edited by the author Ford (edited by the author)

      There are occasions when reviving a retro name is fitting. The new Bronco serves as a prime example, as it’s a genuine and faithful successor to the classic 4x4s. However, with this new truck, the only aspect it will likely share with Ford's El Camino competitor is its unibody construction. Everything else about the Fathom is distinct—not just from the Ranchero but from virtually every other vehicle the Dearborn automaker has produced until now.

      Ford envisions this truck as a pioneer of manufacturing techniques that it will implement across a range of future models. The focus is on quicker assembly, leading to products that are more affordable for both consumers and the company. Ford believes such a paradigm shift warrants its own name.

      So, what does “Fathom” actually signify? Ford clarified that sailors once used fathoms as units of measurement, typically to gauge the depths of water where the bottom was not visible. It later acquired a different meaning: to understand something completely. “For a truck that originated from years of striving to comprehend a specific customer,” Ford stated, “that encapsulated the whole brief in six letters.”

      Have a tip or question for the author? Reach out directly: caleb@thedrive.com

Here’s the Reason Ford Decided Against Using the Ranchero Name for Its Budget-Friendly Electric Truck Here’s the Reason Ford Decided Against Using the Ranchero Name for Its Budget-Friendly Electric Truck

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Here’s the Reason Ford Decided Against Using the Ranchero Name for Its Budget-Friendly Electric Truck

Although there were speculations that Ford would bring back the legendary Ranchero name for its budget-friendly electric pickup, the company ultimately chose not to reference its history.