The Ford Maverick currently serves as the brand’s most affordable product, with an MSRP just under $20,000 USD. It’s also the most affordable new truck for sale in America, as well as the smallest, and the most fuel efficient. As such, it’s proven to be more than just a little popular. In fact, Ford simply can’t build enough of them right now. But who exactly is the Ford Maverick customer? A recent interview sheds light on exactly that.
Who’s Buying The Maverick?
According to S&P Global Mobility US conquest data for September 2021 through January 2022 60-percent of Maverick owners are new to the Ford brand altogether, most of which left Toyota, Honda, or Chevrolet behind for the compact truck.
In looking at new vehicle registration numbers over a third of Maverick owners are under the age of 44 (Gen-X and older). That same data pile revealed the states with the most Maverick owners are California, Texas, Michigan, and Florida. Texas isn’t surprising here as they are the state to purchase the most trucks and California remains the top state for new vehicle purchases overall.
What Trims Are Most Popular?
In a sit down with Newsweek, Maverick Marketing Manager, Trevor Scott shared what specific configurations are most popular so far. The Maverick is offered in three separate trims; XL, XLT, and Lariat ranging in price (before destination and fees) from $19,995, $22,360, and $25,860 respectively, all of which come standard with a 2.5L hybrid engine or the option to upgrade to a 2.0L EcoBoost power plant, a $1,085 add-on. in the last three months alone, Ford has sold over 13,000 Mavericks 2,311 of them were hybrids (17.8%). Then again, Ford can’t build enough of the efficient hybrid variants.
Also available as an add on is the Ford Co-Pilot360 package that adds on another $650. The most desired trim was the XLT with a 2.0L EcoBoost engine and Ford Co-Pilot360 package with all-wheel drive (standard on all trims). As far as color goes, Area 51 (pictured below) was the top choice.
What’s next for the Ford Maverick? If you pay attention to what executives are saying, it’s likely to grow as a “horizontal brand,” while new variants have been spotted testing with both sportier and more rugged intentions. It may also become the go-to truck for campers, as Ford patented a ventilated truck bed specifically for unibody trucks.