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But What Does That Mean, Exactly?

2022 Ford Maverick Small Pickup Truck Teaser

It wasn’t too long ago when Ford had announced that they would be doing away with a number of their brand’s vehicles, namely their portfolio of cars. The decision was quite the bombshell for Focus and Fiesta lovers who had their eyes set on the sportier versions of the two. Nevertheless, it was a wise decision considering the market trends toward SUVs and Trucks. But these vehicle types are exactly what America’s oldest standing automaker is best at, Mustang notwithstanding. Ford has also been on the kick of expanding nameplates – Bronco and Mustang in particular – into brands featuring multiple vehicles. These are described as “horizontal” brands inside Ford, according to CEO Jim Farley. And if his latest words are anything to go by, the Ford Maverick could be next.

2022 Ford Maverick Tucci Designs SEMA 2021
Image copyright Manoli Katakis, Muscle Cars & Trucks.

Ford Maverick: A Possible Brand Expansion?

Here’s Automotive News with the quote from Ford CEO Jim Farley:

I think we kind of are with Broncos and Mustangs. But instead of a vertical brand like Mercury, we’re doing it horizontally, where we’re creating these families of vehicles. Some ICE, some digital. So yes. I think Maverick will be a new franchise. Just think about what we just did. It’s a $20,000 hybrid vehicle, and the response has been completely out of control. Could we make other affordable vehicles as a Maverick family? Yes, of course we could. I think we will need those kind of brand extensions, but they’re going to stay within our icons.

Is the Ford Maverick an “icon” like the Mustang and Bronco? Perhaps not as much, but its name has roots that run deep. It was a rival to the Chevrolet Nova, once upon a time.


Ford CEO Jim Farley did mention previously that the company was looking to expand the Ford Maverick into a “family” of vehicles, so something appears to be cooking. And there are curious trademarks to consider. “Rattler,” for one. “OTX,” for another.

At the 2021 SEMA Show, we got a first-hand look to see how diverse the mighty  2022 Ford Maverick can be, from a street rod that seems to be in high demand, to an off-road worthy vehicle that could follow the Bronco Sport into the trails. If Ford was to produce these different variants of the Maverick, they no doubt would keep people hooked on an already trendy truck.

Air Design Ford Maverick Concept SUV 2021 SEMA Show Rattler Tremor Timberline
Image copyright Manoli Katakis, Muscle Cars & Trucks.

Written by Zac Quinn

Zac's love for cars started at a young age, after seeing the popular Eleanor from Gone In 60 Seconds. From there, fascination and enthusiasm blossomed and to this day the Ford Mustang remains a favorite. His first job started out detailing cars, but also provided the opportunity to work on restoration including an 1968 Ford Mustang, Pontiac Firebird, and a C3 Corvette, though he left that job before further work and experience could be had. From there, he was a detailer at a car dealership before quitting that job to try and finish college.

Much of his free time while studying was spent watching YouTube videos regarding new cars, or off-roading. 4WD247 is a personal favorite channel which rekindled a dying flame in car enthusiasm, now tailored towards trucks and SUVs and the fun that can be had building up an overlanding rig, and going on adventures, though, that chapter remains unwritten for the time being.

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