Why Ford Didn't Call Its New Truck the Ranchero

Ford’s new $29,945 truck won’t be called Ranchero, despite plenty of brand history that could have supported a retro revival. The model is named “Fathom,” a decision that surprised observers expecting Ford to lean on familiar nameplates like the Maverick—now a four-door trucklet—or the Mustang Mach-E. Ford’s PR team said Fathom is an all-new vehicle developed from the ground up on the Universal Electric Vehicle Platform, using a new assembly-tree manufacturing process and “bringing new technology” for both Ford and the industry. The company argues the innovations require a bold name to reflect a new era, rather than a throwback. Ford says “Fathom” refers to an old unit of depth and, later, to fully understanding something.