The Ford Maverick has made a big splash for Ford as well as the pickup truck community.
The first Maverick was announced on June 8, 2021. Reservations opened in August of 2021 for the 2022 model and by 2.5 months later there had been over 100,000 reservations made.
Reservations do not mean orders or sales, but they are future interested buyers that have not put in a deposit.
By the end of 2022, Ford sold 74,370 Ford Maverick pickup trucks.
This demand continued to grow in 2022. With the 2023 Maverick on the way, reservations for the 2022 Maverick converted to 2023. Still, some 2022 orders haven’t come in while Ford is fulfilling 2023 orders.
Ford had to restrict orders for the 2023 truck within 5 days of preorders opening. It started in September 15, 2022 and was closed on September 20, 2022.
But why is this truck so desired? What is causing such high demand?
What is the Ford Maverick in such high demand?
One of the biggest draws to the Ford Maverick is the price. At is base price in 2022, the Maverick was listed for under $20,000!
The only other pickup truck close is the Hyundai Santa Cruz.
The appeal of having a Ford truck and being manufactured by the leading truck brand in the country is possibly a big factor in popularity.
In my opinion, the Maverick is much better looking that the Santa Cruz because it actually looks like a pickup truck rather than a converted SUV to truck.
Though the Ford Maverick comes with two different engines a hybrid as well as the EcoBoost, the hybrid seems to be the biggest draw.
The hybrid version gets an estimate 37 mpg which greatly surpasses any other pickup trucks on the market. This hybrid, however, only comes in FWD so it is not fit for those requiring AWD capabilities.
Knowing this, one of the reasons this has taken off is that it gives a financially efficient truck option which is great for regular drivers.
For those not looking to tow or move large cargo, this compact pickup truck provides the look and feel of a pickup truck with the price of a sedan.
It seems to draw in the interest of non-pickup drivers because of this exact reasoning.
One commenter on the reddit post mentioned above thinks that Ford is purposefully creating more demand than supply because the margins must be low. At such a low price point, it is possible that compared to other pickup trucks in the Ford portfolio, they do not make as much money on a per car basis.
This redditor thinks that Ford is trying to “force” buyers into upgrading to the F-150.
This seems a little hard to believe because of the total Ford truck sales, 9.4% of that still came from the Maverick.
We’d love to hear your thoughts on what makes the Maverick so appealing!