Article: Popularity of Ford Maverick Hybrid pickup a 'big' surprise for the industry, even Ford

[KeinoDoggy]

after the slow start producing/delivering in-house made eCVT, they were still building hybrids to order the whole time though and parking them waiting for 1st EPA numbers and then OKTB. I have seen NOTHING reputable to date showing a mix anywhere near 60 or 70% hybrids in the pipeline from order to production to built to shipped to delivered to end customer.

Well I know the larger dealers that have reported their orders, the hybrid is the most asked for. I think Tim Bartz at Long Mcarthur Ford has already stated this.

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[Old Ranchero]

Yes hoping for some official news. Did do 40% of say 140,000 Mavericks and came up with 56,000 hybrids. We'll see what the true numbers are. When idk.

the 1st early published estimate from a Ford rep I saw said they hoped to sell 100k annually. Later I saw a revised official estimate of 110-115k. There were reports of 100k orders, then shortly after they announced deadline for cutting off new hybrid orders. I placed my ECO 2.0 order 1 month after that. I'll be shocked if hybrid orders show same popularity of ECO 2.0 after the dust settles and production capability is same for both versions.

 

[Old Ranchero]

Well I know the larger dealers that have reported their orders, the hybrid is the most asked for. I think Tim Bartz at Long Mcarthur Ford has already stated this.

but Tim doesn't work in Corporate sales and I doubt he is privy to, and allowed to speak about internal Ford sales and marketing info. Also you just said orders- and everyone keeps reminding me it is sales that counts.

 

[Old Ranchero]

This was always a market opportunity

1. Make a standard hybrid pickup with great gas mileage
2. Price it affordably

"If you build it, they will come."

yep, that seemed like low hanging fruit for say a RAV4 hybrid inspired product. Wonder why they sat this out?

 

[DryHeat]

I have seen NOTHING reputable to date showing a mix anywhere near 60 or 70% hybrids in the pipeline from order to production to built to shipped to delivered to end customer.

Well, I guess it depends on where in the pipeline you are looking. At the delivery end hybrids look pretty puny, for the reasons already discussed above on this thread. But if you are looking at the ordering end, I refer you to our very similar exchange 3 months ago.

There I gave you links to three sources indicating a strong hybrid bias in ordering and noted that I had seen nothing contradicting those sources. You never got back to me with any contrary information, so I assumed you had none. Maybe you have some now. (Since then things have changed a bit, of course. Mainly because the hybrid ordering rate has been zero since the cutoff while EcoBoost ordering continues.)

When everything I can find points in the same direction, I tend to think that's the most likely story. I guess I could say "the info isn't good enough so I will believe the opposite" (for which, by the way, I have found no support at all). But that's just not the way I analyze things.

 

[DryHeat]

Also you just said orders- and everyone keeps reminding me it is sales that counts.

Let me see if I get this...

• A vehicle is only "sold" when it has been shipped and delivered.
• Ford has been shipping EcoBoost for a few months, but only shipping hybrids for a month.
• You think current sales figures are a better measure of demand than orders.

Did I understand you correctly?

 

[mrchips0401]

A few excerpts:

the Mav demographics proved all too well Ford’s vision to be true….‘it’s a truck for people that never considered to own a truck before’

 

[KeinoDoggy]

Let me see if I get this...

• A vehicle is only "sold" when it has been shipped and delivered.
• Ford has been shipping EcoBoost for a few months, but only shipping hybrids for a month.
• You think current sales figures are a better measure of demand than orders.

Did I understand you correctly?

DryHeat, he just don't get it......

 

[XLent]

Having owned a few compact pickups in my 55 years of vehicle purchases (Datsun, 3 Fords, Dodge D50), I HAVE been waiting for the sensible rebirth of this segment.
I praise Ford for what they’ve done. The right size and price at the right time.
Bravo!

 

[Dat_boi_Roy]

I don’t know how Ford didn’t see this coming. When you cut all of your other affordable vehicles (fiesta, focus, fusion, Taurus) and funnel all those orders into a single vehicle that comes standard as a hybrid with 40 mpg it’s going to sell well. I feel like Ford didn’t realize Mavericks’s popularity among young drivers/women is because they cut all their other cars those people wanted to drive

 

[davnau]

Well I know the larger dealers that have reported their orders, the hybrid is the most asked for. I think Tim Bartz at Long Mcarthur Ford has already stated this.

I've posted most of the following in another part of this forum, but it seems like it really belongs here. It has do with Hybrid numbers for the 2022 Maverick. I'm 69 and retired, so I'm one of those old guys. Never owned a truck, but the 2022 Maverick Hybrid just makes so darn much sense, and the price is crazy cheap, in my opinion. All that follows is my best guess, based on all the numbers from Ford and others. I may be off, but I dont think by too much. We'll see as the year progresses. It's a long post, so if you are at all impatient, that's OK, just move on:

I have a basic Maverick XL Hybrid on order with few options, all non-constrained. It was ordered with a deposit on June 15, 2021 and I got my email confirmation on June 17, 2021. Mine was the first Maverick for my dealer (near Akron, OH) and it took them a couple days to figure out how to get the order into Ford properly. Got my October email from Ford regarding the Hybrid delays with the promise for the FITS accessories once delivered. Also confirmed by order with Ford Customer Service in August, 2021. Dealer also confirms the wait for scheduling. So, all good so far, just a long wait.

I've wanted to try to extrapolate production figures for the Maverick for the 2022 model year for a while now, but until these December, 2021 figures were released, I was missing some information to try to do so. It's but an educated guess based on this latest info, but production and sales of cars have been an interest of mine since the '70s. What can I say, I like numbers.

In looking at production so far, it's looking to me that about 75,000 Mavericks will be produced for the now extended 2022 model year. Some small number will be non-US and/or Canada trucks. Per a previous posting on this forum, it looks like 2022 Mavericks will be produced until about October 7, 2022 or so, an extension by about two months over what was previously expected. The 2023 Maverick production is now scheduled for week of October 24, 2022. (All subject to change, of course.) SInce Ford has consistently said about 40% of production will be Hybrids, that means a split of 30,000 Hybrids and 45,000 2.0 EB drivetrains. To me, that makes sense given all the chip shortages and given what has been produced and sold so far. For example, only 27,140 Mustang Mach-E vehicles were sold in 2021..

Ford had no real incentive to produce a lot Hybrids after the EPA certification delay was announced. It made sense to produce some, so the Hermosillo plant workforce kept up on how to produce them, but for revenue, it made perfect sense to focus on what you could sell and thus book for revenue, which was the 2.0 EB trucks. That's why only 2,165 Maverick Hybrids were sold for 2021, with six for November and the rest for December.

So, assuming all this, I extrapolated, given the 2,165 Hybrids delivered and thus sold in 2021. I expect that for the 12 months from December, 2021 (including the negligible six from November in the December totals) through November, 2022, I expect there will be about 2,500 Hybrids sold per month, on average. That adds up to my estimate of 30,000 Hybrid Mavericks and thus 75,000 total Mavericks for the model year. (The other 45,000 will be the 2.0 EB trucks.) I really doubt Ford will hit anywhere near 100,000 total produced, as Ford production has been down about 20% for 2021 where there is a hybrid option (like the Ford Escape and Lincoln Corsair), and the chip shortage is not really expected to start to ease much until late in 2022.

That means, in reality, there have been very few Hybrids delivered so far out of that 30,000, and explains why so many Hybrid trucks are not scheduled for production yet. XLT and Lariat Hybrid trucks will likely continue to get priority of those that are scheduled, to try to maximize profit in these constrained times. Not my favorite of circumstances, but this is consistent with Ford extending the model year to get 2022 orders produced. (Note: I expect only about 3,000 base-model $19,995 XL Hybrids like mine will be produced for 2022, since overall the XL is only around 10% of production.) It's clear to me that Ford really wants to keep it's commitment to all those who ordered a truck sight unseen. I'm also thinking that Ford cut off the 2022 Hybrid orders in November, 2021 , because it hit my estimated 30,000 order limit, given the expected number of parts to be available for them. It looks to me Ford just won't have the parts to make more than about this many. As the order banks were open for the 2022 Maverick Hybrid for just over 5 months, that means about 6,000 Hybrids were ordered per month, on average. This also makes sense to me, since we know per this forum at least, that the order rate up till then was at least 60% or more for Hybrids, not the 40% originally expected, and might be a lot higher.

On production in general, Ford is having a tough time making enough electrified vehicles. My son ordered a 2021 PHEV Escape, also in June, 2021. When it was rolled over to the 2022 model year, the order was amended with a new color choice (the original color chosen was no longer available for 2022) and as of today, it too is still not scheduled. He has also just ordered a 2022 Mustang Mach-E, which may well roll into 2023. He really wants them for his family, but is stuck waiting, just like so many of us. Just have to wait and see.

So, like a lot of folks, I'm frustrated I don't have my truck, but at the same time, I get it. As of December 31, 2021, just a few days ago, only 2,165 of those estimated 30,000 2022 Hybrid trucks ordered have been delivered, and thus sold. That's just over 7%, so almost 93% are yet to be delivered. Given the trickle of parts, I doubt there will many months where more than 2,500 Hybrids will be produced, and it will take until early October, 2022 to get them all produced, Yes, I may be off, but I don't think by too much.

Full disclosure: I am retired from 40 years in IT, and have never worked for Ford or any Ford supplier or dealership. The auto industry and cars in general are a hobby of mine, along with classic recreational boats. My Maverick will be used to tow my three boats, all under 2000 pounds rigged, and I was very excited when Ford formally announced the Maverick on June 8, 2021. In my life so far at age 69, I have owned 37 cars and trucks, with 13 of them Fords, the rest a variety of makes and models. I am selling a 1997 Toyota Paseo convertible (Toyota Tercel-based) and a 2013 Volvo C70 retractable hardtop convertible (loosely Ford Focus-based) in Spring, 2022 to pay for my Maverick XL Hybrid. Will keep my 1973 Ford Mustang convertible with a 250 six and C4 transmission. (I'm into smooth and quiet, not fast and loud, The Hybrid is perfect.). In realty, I realize I will be lucky to get it by Memorial Day, more likely by July 4, and maybe not until Labor Day, but definitely by Thanksgiving, 2022.

That's the reality of the production today of any electrified vehicle. Even Teslas can take a number of months, depending on the model, and they have been doing it for over 10 years. Ford F-150 Lightning truck production will ramp up slowly and will likely take at 2-3 years to fill all orders placed already. (In all cases, do not confuse reservations with orders. The reservation system is nothing more than a lead generation system for dealers, plus it serves as another way for Ford Marketing and Sales to gauge interest in new models.) Mustang Mach-E vehicles will continue to slowly ramp up through 2022, and PHEV Ford Escapes and Lincoln Corsairs will also be in very short supply against demand for a couple of years. I consider myself lucky that I ordered my Maverick when I did, and will be very surprised if I don't eventually see my truck delivered to me by Thanksgiving, 2022. Yeah, it's a long time, but I need to be patient. At least I'm getting it for the $19,995, plus destination, options, doc fees, and sales tax. About $24,000 out the door, and maybe a little less with my Farm Bureau $500 coupon. A true bargain in my opinion for a quite capable truck in today's crazy world. Are there more capable trucks out there? Of course. But, for a retired guy like me, the key question to answer is this: Is a 2022 Maverick XL Hybrid enough truck? For ME, the answer is a resounding YES.

 

[Rentman1225]

Having owned a few compact pickups in my 55 years of vehicle purchases (Datsun, 3 Fords, Dodge D50), I HAVE been waiting for the sensible rebirth of this segment.
I praise Ford for what they’ve done. The right size and price at the right time.
Bravo!

My first vehicle was a 1987 Dodge D50. I loved it.

 

[KeinoDoggy]

I've posted most of the following in another part of this forum, but it seems like it really belongs here. It has do with Hybrid numbers for the 2022 Maverick. I'm 69 and retired, so I'm one of those old guys. Never owned a truck, but the 2022 Maverick Hybrid just makes so darn much sense, and the price is crazy cheap, in my opinion. All that follows is my best guess, based on all the numbers from Ford and others. I may be off, but I dont think by too much. We'll see as the year progresses. It's a long post, so if you are at all impatient, that's OK, just move on:

I have a basic Maverick XL Hybrid on order with few options, all non-constrained. It was ordered with a deposit on June 15, 2021 and I got my email confirmation on June 17, 2021. Mine was the first Maverick for my dealer (near Akron, OH) and it took them a couple days to figure out how to get the order into Ford properly. Got my October email from Ford regarding the Hybrid delays with the promise for the FITS accessories once delivered. Also confirmed by order with Ford Customer Service in August, 2021. Dealer also confirms the wait for scheduling. So, all good so far, just a long wait.

I've wanted to try to extrapolate production figures for the Maverick for the 2022 model year for a while now, but until these December, 2021 figures were released, I was missing some information to try to do so. It's but an educated guess based on this latest info, but production and sales of cars have been an interest of mine since the '70s. What can I say, I like numbers.

In looking at production so far, it's looking to me that about 75,000 Mavericks will be produced for the now extended 2022 model year. Some small number will be non-US and/or Canada trucks. Per a previous posting on this forum, it looks like 2022 Mavericks will be produced until about October 7, 2022 or so, an extension by about two months over what was previously expected. The 2023 Maverick production is now scheduled for week of October 24, 2022. (All subject to change, of course.) SInce Ford has consistently said about 40% of production will be Hybrids, that means a split of 30,000 Hybrids and 45,000 2.0 EB drivetrains. To me, that makes sense given all the chip shortages and given what has been produced and sold so far. For example, only 27,140 Mustang Mach-E vehicles were sold in 2021..

Ford had no real incentive to produce a lot Hybrids after the EPA certification delay was announced. It made sense to produce some, so the Hermosilla plant workforce kept up on how to produce them, but for revenue, it made perfect sense to focus on what you could sell and thus book for revenue, which was the 2.0 EB trucks. That's why only 2,165 Maverick Hybrids were sold for 2021, with six for November and the rest for December.

So, assuming all this, I extrapolated, given the 2,165 Hybrids delivered and thus sold in 2021. I expect that for the 12 months from December, 2021 (including the negligible six from November in the December totals) through November, 2022, I expect there will be about 2,500 Hybrids sold per month, on average. That adds up to my estimate of 30,000 Hybrid Mavericks and thus 75,000 total Mavericks for the model year. (The other 45,000 will be the 2.0 EB trucks.) I really doubt Ford will hit anywhere near 100,000 total produced, as Ford production has been down about 20% for 2021 where there is a hybrid option (like the Ford Escape and Lincoln Corsair), and the chip shortage is not really expected to start to ease much until late in 2022.

That means, in reality, there have been very few Hybrids delivered so far out of that 30,000, and explains why so many Hybrid trucks are not scheduled for production yet. XLT and Lariat Hybrid trucks will likely continue to get priority of those that are scheduled, to try to maximize profit in these constrained times. Not my favorite of circumstances, but this is consistent with Ford extending the model year to get 2022 orders produced. (Note: I expect only about 3,000 base-model $19,995 XL Hybrids like mine will be produced for 2022, since overall the XL is only around 10% of production.) It's clear to me that Ford really wants to keep it's commitment to all those who ordered a truck sight unseen. I'm also thinking that Ford cut off the 2022 Hybrid orders in November, 2021 , because it hit my estimated 30,000 order limit, given the expected number of parts to be available for them. It looks to me Ford just won't have the parts to make more than about this many. As the order banks were open for the 2022 Maverick Hybrid for just over 5 months, that means about 6,000 Hybrids were ordered per month, on average. This also makes sense to me, since we know per this forum at least, that the order rate up till then was at least 60% or more for Hybrids, not the 40% originally expected, and might be a lot higher.

On production in general, Ford is having a tough time making enough electrified vehicles. My son ordered a 2021 PHEV Escape, also in June, 2021. When it was rolled over to the 2022 model year, the order was amended with a new color choice (the original color chosen was no longer available for 2022) and as of today, it too is still not scheduled. He has also just ordered a 2022 Mustang Mach-E, which may well roll into 2023. He really wants them for his family, but is stuck waiting, just like so many of us. Just have to wait and see.

So, like a lot of folks, I'm frustrated I don't have my truck, but at the same time, I get it. As of December 31, 2021, just a few days ago, only 2,165 of those estimated 30,000 2022 Hybrid trucks ordered have been delivered, and thus sold. That's just over 7%, so almost 93% are yet to be delivered. Given the trickle of parts, I doubt there will many months where more than 2,500 Hybrids will be produced, and it will take until early October, 2022 to get them all produced, Yes, I may be off, but I don't think by too much.

Full disclosure: I am retired from 40 years in IT, and have never worked for Ford or any Ford supplier or dealership. The auto industry and cars in general are a hobby of mine, along with classic recreational boats. My Maverick will be used to tow my three boats, all under 2000 pounds rigged, and I was very excited when Ford formally announced the Maverick on June 8, 2021. In my life so far at age 69, I have owned 37 cars and trucks, with 13 of them Fords, the rest a variety of makes and models. I am selling a 1997 Toyota Paseo convertible (Toyota Tercel-based) and a 2013 Volvo C70 retractable hardtop convertible (loosely Ford Focus-based) in Spring, 2022 to pay for my Maverick XL Hybrid. Will keep my 1973 Ford Mustang convertible with a 250 six and C4 transmission. (I'm into smooth and quiet, not fast and loud, The Hybrid is perfect.). In realty, I realize I will be lucky to get it by Memorial Day, more likely by July 4, and maybe not until Labor Day, but definitely by Thanksgiving, 2022.

That's the reality of the production today of any electrified vehicle. Even Teslas can take a number of months, depending on model., and they have been doing it for over 10 years. Ford F-150 Lightning truck production will ramp up slowly and will likely take at 2-3 years to fill all orders placed already. (In all cases, do not confuse reservations with orders. The reservation system is nothing more than a lead generation system for dealers, plus it serves as another way for Ford Marketing and Sales to gauge interest in new models.) Mustang Mach-E vehicles will continue to slowly ramp up through 2022, and PHEV Ford Escapes and Lincoln Corsairs will also be in very short supply against demand for a couple of years. I consider myself lucky that I ordered my Maverick when I did, and will be very surprised if I don't eventually see my truck delivered to me by Thanksgiving, 2022. Yeah, it's a long time, but I need to be patient. At least I'm getting it for the $19,995, plus destination, options, doc fees, and sales tax. About $24,000 out the door, and maybe a little less with my Farm Bureau $500 coupon. A true bargain in my opinion for a quite capable truck in today's crazy world. Are there more capable trucks out there? Of course. But, for a retired guy like me, the key question to answer is this: Is a 2022 Maverick XL Hybrid enough truck? For ME, the answer is a resounding YES.

I enjoyed reading all of this. I am only about 45 minutes from Akron. Just turned 65 and just retired. I sold my 2012 Prius to buy my XLT Hybrid. I guess I am one of the fortunate of the 2165 hybrids delivered as I picked mine up last Thursday.

 

[MakinDoForNow]

Having owned a few compact pickups in my 55 years of vehicle purchases (Datsun, 3 Fords, Dodge D50), I HAVE been waiting for the sensible rebirth of this segment.
I praise Ford for what they’ve done. The right size and price at the right time.
Bravo!

I have been waiting for a sensible sized pickup ever since I sold my Chevy luv with 160,000 miles in 1992! There were several that were sized close to right but were at least 7,000 OVER what my top $ was. I have ordered one XLT LUX 8/27 and one XLT w/4 pin receiver 10/18! Second one to replace 2012 CR-V (136k miles) due to about 14k estimated cash difference.

 

[davnau]

I enjoyed reading all of this. I am only about 45 minutes from Akron. Just turned 65 and just retired. I sold my 2012 Prius to buy my XLT Hybrid. I guess I am one of the fortunate of the 2165 hybrids delivered as I picked mine up last Thursday.

Congratulations! Yes, you are fortunate. I've only seen one other Maverick of any drivetrain on the road so far around Akron, and that was back in October.

I ordered mine at Montrose Ford in Fairlawn, OH. I live in Barberton, OH and boat a ton on Portage Lakes, just south of Akron, OH. Got the Maverick specifically to pull my new small pontoon boat, plus the other two smaller classic boats.

What dealer did you get your Maverick from?

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