Maybe Ford never intended to produce and sell a ton of Mavericks?

[Old Ranchero]

I'm loving this thread. It was intelligently started and contains mostly well reasoned comments. It's proof that if you leave out the trigger phrases "Santa Cruz", "Battery Electric Vehicle", and a few more I won't list, you can actually have a meaningful discussion on MTC.

This discussion reminds me of a concept in the sci fi series, "The Expanse". They talk about "the Churn", which is a period in which all the established norms of existence are upended for new ones.

I think the auto industry is in "the Churn" right now. Think about what is going on. OEMs are betting the company on transition from ICE to BEV, whether or not their customer base is ready. The world is still working through massive supply shortages. The OEMs are trying to save thousands per vehicle by transforming from massive on-lot inventories to mostly empty lots and customers ordering vehicles. Government continues to pile on endless regulations, safety and environmental and otherwise. Oh, and us fickle customers are doing what fickle customers have always done - exactly the opposite of what the product planners expected.

That Ford laid on a second shift in Hermosillo shows that they want to sell more Escapes and Bronco Sports and Mavericks. In what trims is the big question. That they added a second shift and not a new line or a new plant speaks volumes. It suggests that Ford will cost-effectively ride the Maverick and Bronco Sport wave as far as they can. But the key phrase is "cost effectively".

oops - I just realized I did exactly what I said devolves threads. I mentioned electrics. Doh!

I don't think Escape is built in Hermosillo with BS & Mav. Also, I just read Ford is cancelling both Escape and Edge after 2024 or 2025 MY production runs, so moot point on that angle. Otherwise, carry on.

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[odin0425]

I've noticed some people on the forum give up and buy a more expensive vehicle from Ford. Personally, if they don't deliver my Maverick, I'll be moving on to a new brand. There isn't anything comparable (hybrid wise) at Ford.

This exactly for me too. Im a life long ford guy, first car was a taurus, then mustang, then explorer, then f150. I can only wait so long for my maverick....as much as i am contractualy obligated by ford to rag on chevy, the my24 trax is looking pretty nice, not a hybrid but still 30+mpg expected.

 

[Old Ranchero]

There was a reason that the compact segment was abandoned in 2013. Poor sales and CAFE regulations.

10 years later, things have changed. Power output of compact engines has increased along with fuel economy. That helps address the CAFE issue.

Also, there was a generational shift since then. Boomers tend to prefer full size trucks while gen Z likes small sedans. That addresses the sales concern.
[Source: These Are the Most Popular Vehicles for Each Generation (2021) (insurify.com)]

Now the market for a compact truck has returned when combined with now mature fuel saving tech.

However, this was unproven. Nobody was still making a true compact pickup. Ford hedged their bets by basing it off of a more surefire model (Bronco Sport) thus lowering development and production costs. This also explains their production plan in regard to the balance between Bronco Sports and Mavericks.

The Maverick has proven the market research correct. Ford is adding a 3rd shift to the plant to increase capacity accordingly.

I'm a Boomer- just turned 65 yesterday. Retired. Have owned 2 Chevy LUV, 1 1970 Datsun (1300?), 4 Rangers and 2 Rancheros + my current Maverick and interested in the 6G Ranger. Not focused on full size as basic luxurious transportation or DD at all. We DO have a 2018 F-150 we love for all the ranch stuff and pulling bigger trailer needs that are very specific and beyond compact capability in most cases.

 

[LSchicago]

I've noticed some people on the forum give up and buy a more expensive vehicle from Ford. Personally, if they don't deliver my Maverick, I'll be moving on to a new brand. There isn't anything comparable (hybrid wise) at Ford.

Same here. I've bought many new Fords since 2000. Over $500,000 worth. If Ford doesn't build the Hybrid I ordered, I will buy something else, from another company. I switched from Ford before, and I will again if they can't build me one.

 

[FischAutoTechGarten]

I suspect the MY2025 mid cycle refresh will see the Maverick move a little more upscale (bet we see a Titanium or Platinum trims) or really pack on the packages (ST, STX). MY2027, assuming a 5 year cadence, should be a GEN2 Maverick (but still on the same platform) that will move the Maverick even more upscale with even more offerings (AWD PHEV, BEV, RS, Raptor, Lightening) etc...

This first gen Maverick prior to the Gen1 Refresh that's coming, was a loss leader to test the appetite. Now that they know folks will bite on Lariat Luxury, Tremor, a multitude of accessories, they'll keep this train going and look for additional ways to monetize it (more options, packages, trims, accessories)..

I have MY2025 (mid cycle refresh) starting at $24595 w/ $1595 delivery for the XL (but they might add the XLT power mirrors as standard). Far cry from the original $19995 w/ the $1495 delivery.

 

[skadizzle]

I picked up my Maverick finally a couple of weeks ago, and while I like it, I am certainly not blown away by it. I would say the big selling point of the Maverick, at least for me, is the hybrid engine and the price. I drive a 2011 F150 Platinum for work once or twice a week and I all I kept hearing before I got my Maverick was that is was roomy in the back and almost like a full-size inside.

The Maverick is definitely not that. I am 6'2 and while it is possible to move the seat up enough so that two of me could sit in the truck, neither of us would be comfortable. I gave up my 2018 Rav4 and it felt like almost twice as much room in the backseat as the Maverick. While I agree the F150 is quite large, there is a LOT more space in the back. If I could afford a comparable F150 and the gas for it, I would leave the Maverick in a heartbeat. Unfortunately, I cannot.

Also, while the MPG is good, I am not getting the 40+ that people are getting, let alone 50+. I am only on my second tank of gas, so I'm waiting until I hit 1,000 miles before worrying. I have been trying to use the EV coach to keep up the electric miles, but it seems like I have to really feather it to get the 40+ which I was expecting to get that in my sleep just driving normal around the city.

 

[FischAutoTechGarten]

People in the market for a Maverick are not in the market for an F-150, and Ford knows that.

That said, I still think Maverick is the gateway drug to F-150.

That describes me... cannot fathom purchasing an F150 these days. Now, I purchased a brand new well equipped MY2004 next generation STX 4WD Access Cab. It was and remains my favorite vehicle that I've ever owned (absolutely trouble free). However, I purchased it to do real work that really required an F350 (payload); so I sold it soon afterwards. I enjoyed that F150, but allot of that was due to the fact that I bought it for $17,150 (it was destressed inventory on a dealer's log because no one wanted a White Access Cab).

Fast forward to MY2024 and there is no way I could pay for one now. An XL Reg Cab 4WD not even as well equipped as the STX Access Cab is $44,500. And of course at this stage in my life, I can't justify anything without 4 full doors and the ability to carry 4 to 5 people. So yeah, I'd be up in Crew Cab territory spending allot more money... Hence, I'm not a modern day F150 buyer... (think Ford figured that out when I didn't buy any follow-ups to my brand new F150 or brand new F350s... LOL!)

A Ranger buyer I could be... but then the Maverick will do what I need it to do.

 

[BuddyS]

Well, Ford decided a few years ago to get out of making cars and wagons because no one was really buying them -- the Japanese and Korean makes just seemed to have a lock on that segment, and even for them it was/is diminishing. And while the average new car prices are going up and up, and while people complain about high fuel prices and take out 72 and 84 month loan terms, the reality is that not too many people actually put their money where their mouth is and shop for small, efficient and reasonably priced vehicles -- except apparently we Maverick owners who have discovered this little sweet spot between frugality and utility.

 

[Bamajim]

IMO Ford needs to do away with the allocations. Especially with EB Mav. Since they have the production capacity to build the EBs for customer orders why not go ahead and produce them regardless of a dealers allocation. That way all those people waiting on their EBs to get scheduled, like Commadorebob and a bunch of others would get their truck.
To not build a customer order because of allocations to me is just crazy

 

[Mav_RICK]

I find it very hard to believe the demand for the Maverick surprised Ford. I don't think they ever intended to be able to meet that demand. I do think they are going to try to moving forward. They have to because that’s where the demand is going, to smaller more affordable vehicles.

 

[Grumpa]

Just got to thinking about this... If you have noticed, almost all mainstream car makers have gone to pushing trucks and SUV's. The American makes have all but almost completely dropped making sedans and small " cheap " cars.

They say that sedans and cheap little cars just didn't have much demand, and I am sure there is some truth to that, as most people would prefer to have a more useful SUV platform over a typical sedan layout.

But I believe the car makers see that the big money is in making trucks and SUV's. There is crazy high profits in F150's and Superduty's... Same with nearly all SUV's. Not so much in small cheap sedans and hatchbacks.

So I got to thinking.... There is no way Ford didn't know the maverick would be popular. Why wouldn't it be popular? It offers seating for 5 like any sedan or smaller SUV, and coupled with a hybrid drivetrain it would offer MPG ratings that are only beaten by a handful of other hybrids, and especially in the XL and XLT trims... it is very affordably priced.

Perhaps they knew all along it would be very popular, but the idea was to just simply get people interested and into a Ford dealer... Where they could be possibly tempted into something else like a Ranger or F150 or Explorer, where Ford can make a healthy profit.

Otherwise if this isn't the case, why have they not tooled up for more production? The F150 has been the number 1 best selling vehicle in the country for a long long time, and even through covid, the dealers always had at least a few new F150's on the lot. Now a days there is plenty of new F150's on the lot to choose from, some with rebates and incentives. No one would need to order a F150 and wait months or even a year for it to possibly come in. If Ford can build that many F150's, there is no reason they couldn't build Mavericks at the rate needed to meet demand.

I called my dealer the other day to see if my salesman knew anything I didn't know about the status of my order... He said they have gotten about 20 mavericks in out of a little over 300 orders placed in Sept. At this rate, there is no way all 300+ orders get fulfilled. And I don't think Ford cares. I think they figure we will decide to " upgrade " to a F150 or ranger or decide instead to get a escape or bronco sport or explorer or some other more profitable vehicle.

Their marketing research seems very similar with what they did with the Edsel!

 

[Mav_RICK]

IMO Ford needs to do away with the allocations. Especially with EB Mav. Since they have the production capacity to build the EBs for customer orders why not go ahead and produce them regardless of a dealers allocation. That way all those people waiting on their EBs to get scheduled, like Commadorebob and a bunch of others would get their truck.
To not build a customer order because of allocations to me is just crazy

I would think if they build many more EBs than they have orders they are going to start popping up on dealer lots in much bigger numbers before long and allocations won’t matter all that much anyway.

 

[1929]

2023 Corolla hybrid starts at $22,800 but supposedly gets better mpg.
Wild market out there when people can cross shop that and a Ford pickup!

Corolla Hybrid is Japan assembly only right now, don't know if that will change as time goes on. Dealers can't order one, only try to match up incoming shipments with customer ask.
Maverick Hybrid I could order exactly the equipment I wanted from the options Ford offers. I just don't know if Ford will fulfill my order.

 

[JBryant]

Crystal ball alive and well.

 

[GAP]

Just got to thinking about this... If you have noticed, almost all mainstream car makers have gone to pushing trucks and SUV's. The American makes have all but almost completely dropped making sedans and small " cheap " cars.

They say that sedans and cheap little cars just didn't have much demand, and I am sure there is some truth to that, as most people would prefer to have a more useful SUV platform over a typical sedan layout.

But I believe the car makers see that the big money is in making trucks and SUV's. There is crazy high profits in F150's and Superduty's... Same with nearly all SUV's. Not so much in small cheap sedans and hatchbacks.

So I got to thinking.... There is no way Ford didn't know the maverick would be popular. Why wouldn't it be popular? It offers seating for 5 like any sedan or smaller SUV, and coupled with a hybrid drivetrain it would offer MPG ratings that are only beaten by a handful of other hybrids, and especially in the XL and XLT trims... it is very affordably priced.

Perhaps they knew all along it would be very popular, but the idea was to just simply get people interested and into a Ford dealer... Where they could be possibly tempted into something else like a Ranger or F150 or Explorer, where Ford can make a healthy profit.

Otherwise if this isn't the case, why have they not tooled up for more production? The F150 has been the number 1 best selling vehicle in the country for a long long time, and even through covid, the dealers always had at least a few new F150's on the lot. Now a days there is plenty of new F150's on the lot to choose from, some with rebates and incentives. No one would need to order a F150 and wait months or even a year for it to possibly come in. If Ford can build that many F150's, there is no reason they couldn't build Mavericks at the rate needed to meet demand.

I called my dealer the other day to see if my salesman knew anything I didn't know about the status of my order... He said they have gotten about 20 mavericks in out of a little over 300 orders placed in Sept. At this rate, there is no way all 300+ orders get fulfilled. And I don't think Ford cares. I think they figure we will decide to " upgrade " to a F150 or ranger or decide instead to get a escape or bronco sport or explorer or some other more profitable vehicle.

Not me.

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