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Ford's $30,000 Fathom Truck Will Take a 'Heck Of An Effort'
Original: Ford Says Its $30,000 Fathom Truck Will Require One 'Heck Of An Effort'
Ford has acknowledged that delivering its planned $30,000 Fathom pickup will demand what an executive called a 'heck of an effort.' The affordable small truck is seen as a major challenge for the automaker, which must balance low pricing with profitability amid rising production costs and competition from cheaper imported vehicles.
Why now: Ford itself has flagged doubts about the feasibility of a $30,000 truck, sparking debate over whether affordable new pickups are still possible.
Evidence
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