Ford’s Next EVs Won’t Be Mustangs or Broncos—Meet Mythic, Hive, Fuze, and Fathom originally appeared on Autoblog.
Ford is shaking up the dictionary. The company has recently filed trademark applications for some unusual names—Mythic, Hive, Fuze, and Fathom—that could hint at a very different naming strategy for its next wave of vehicles. Instead of leaning entirely on heritage badges like Mustang and Bronco, Ford appears to be building out a fresh lexicon for its upcoming electric models.
A Strategic Name Game
This isn’t just a case of clever brainstorming over coffee. Ford is actively hiring a Nomenclature Strategist to ensure each new name carries weight, legal protection, and global resonance. That role underscores just how central branding has become at a time when the company is rethinking not just cars, but how it builds and sells them.
The approach aligns with CEO Jim Farley’s push for a “Model T Moment” as Ford works on a new generation of affordable EVs. The first of that family is expected to be a small electric pickup, built on a radically simplified $5 billion assembly plan that could slash EV prices in half compared with today’s models.
In that light, oddball names like Hive or Fathom may end up fronting the very vehicles Ford hopes will make EV ownership truly mainstream.
What Do Mythic, Hive, Fuze, and Fathom Mean?
Each of these names carries an air of intention:
Mythic could be earmarked for something aspirational—perhaps a performance EV that signals a new legend in Ford’s lineup.
Hive suggests community, energy, and smart tech integration. That could make it a natural fit for an urban EV designed around connectivity and sharing.
Fuze reads like an explosion of torque and speed, hinting at a sporty crossover or even a lower-priced performance pickup.
Fathom evokes exploration and range—an adventurous SUV that could stretch further on a charge.
Ford is positioning these as names with flexibility, covering everything from entry-level EVs to halo models. And given that the Escape and Lincoln Corsair are ending production next year to clear the way for Ford’s $35,000 “Model T” pickup, there’s real product space for fresh branding.
Blending Nostalgia With Reinvention
Of course, this doesn’t mean Ford is abandoning its history. The company has also revived names like Capri and is considering a return for Ranchero, positioning them on modern EVs. The playbook is familiar: take an old badge with built-in recognition, attach it to something new, and let nostalgia do half the marketing.
But unlike Capri, the likes of Hive or Fathom offer a clean slate. That may be exactly what Ford needs as it builds a lineup designed to be cheaper, more efficient, and easier to manufacture. By divorcing these names from decades of gasoline heritage, Ford avoids the backlash that came when it stretched Mustang into an EV crossover.
The Bigger Picture
Ford’s strategy shows that in the EV era, names matter just as much as kilowatts. Heritage models like Bronco and Mustang will remain anchors, but the future may belong to names that feel futuristic, approachable, and global.
With a radical new production system on the way and entirely new vehicle segments replacing stalwarts like the Escape, expect these freshly trademarked names to surface on cars and trucks that don’t look—or feel—like the Fords of old.
And if Mythic or Hive sound strange now, give it a few years. They may become as familiar in Ford’s stable as Mustang once was.
Ford’s Next EVs Won’t Be Mustangs or Broncos—Meet Mythic, Hive, Fuze, and Fathom first appeared on Autoblog on Aug 19, 2025
This story was originally reported by Autoblog on Aug 19, 2025, where it first appeared.
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