Technology6 Aug 2026SEO 801 min read

Analysis: Ford needs another Taurus, and the $30K Fathom EV pickup isn’t it

Few automotive companies are as dependent on breakout hits as Ford. It’s almost as though it’s baked into the company’s DNA: From the Model T and the Taurus to…

Few automotive companies are as dependent on breakout hits as Ford. It’s almost as though it’s baked into the company’s DNA: From the Model T and the Taurus to the F-150 and the Explorer, Ford has lurched from one success to another. Recently, though, the automaker has been coming up empty handed. While its U.S. vehicle sales rose 6% year-over-year to 2.08 million in 2025, they’re today less than half their peak of 4.48 million in 2000 . Of the new vehicles that Ford has introduced in recent ye…

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AnalysisFordneedsanotherTaurusandthe30K