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

[Old Ranchero]

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!

I don't know any truck buyers looking for a new truck cross shopping compact sedans. Different categories for different purposes. Truck buyers buy new trucks. Now a person looking for a compact anything , preferring a hybrid may cross shop the Maverick - despite it being a truck. I think Ford actually banked on that and sales surveys have supported that.

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[Old Ranchero]

this seems like a place to ask, is it actually possible to order a Maverick right now?

I mean on the build and price Maverick Ford website, I believe you can go through the steps, it just directs you to a dealer. So I was under the impression for the past few months, that you COULD order a Maverick, you just had to do it through a dealer. Then I saw a YT a few days ago that mentioned otherwise.

So to get it 100% straight, there is NO way to custom/MSRP/factory order a Mav currently, and outside of when the "order banks" are open (which was last in Sep 22)?

Mavericks can only be ordered when order banks open. Currently closed. No official word when order banks could open up again, or for which model year.

 

[RatherBeDrivingaManual]

Much prefer my Maverick.

It is about diversification of the truck market. Hit different price points, options, and needs. Ford wants to sell as many of them as they can. Would they prefer to sell more expensive vehicles first... Sure. But they know they are losing customers if they don't have diversity.

It's kinda like the iPad product ladder, Apple has an iPad for sale at
$449
$549
$649
$799
$899
$999
$1099
$1299

They can always move you up the ladder to a better screen or more storage, or there's an option for the entire market

 

[NJBob]

We are still feeling the effects of essentially shutting down the global economy for two years. It will take the better part of a decade to recover from that. Ford wants to sell as many vehicles as they can. People in the market for a Maverick are not in the market for an F-150, and Ford knows that. So, if they can produce and sell 1,000,000 Mavericks, they will in a heartbeat.

That said, I still think Maverick is the gateway drug to F-150. Having been driving an F-150 as a loaner for the last three weeks, it'll be hard to go back to the vehicle I actually purchased...

I traded in an F 150 for my Mav. It's just to big! Cant park it anywhere poor mpg. Always had smaller trucks, Chevy LUV, Toyota, Chevy S10 Dodge Dakota. Would have preferred the bed on the Mav to be a bit larger. But having the back seat is a plus.

 

[GyroRon]

Although I love driving my dad's F150 Lariat even with my Maverick, I still prefer my Maverick. I HATE parking the F150 in tight spots. I can, but it just sucks, especially in a parking garage. But, with my Maverick, I can zoom by quicker, make tighter turns, and park easier. It's still a pick up truck so I still have to turn wide in some areas, but nowhere near what I have to do in the F150. I would get an F150, but definitely not for many years. I would get a Taco or a Ranger before I do lol. It's all about preference I guess

The maverick will be easier to park for sure

The maverick will be easier to wash, dry, wax for sure ( if your old school like me and like to hand wash your vehicle )

The maverick will cost less money and get better gas milage

Those are the advantages... The F150 offers up WAY more interior space, way more bed space, more refinement, quieter cabin, Way more hauling and towing capability, and likely a longer overall lifespan.

My points about the F150 wasn't to say its a better truck though. My point is that it is the number one highest sales / best selling vehicle in the USA, and yet Ford is able to make enough of them that most dealers have F150 inventory in stock on their lots right now. If you wanted a new F150 you can just go to the dealer right now and buy one. You can't do that with a maverick... If your lucky enough to find a dealer with a maverick on the lot, which won't be very common, it will also likely have a large mark up on it.

If Ford can source enough hitches... Door panels... Switches... Wire looms... computer chips... turbochargers... etc... to build enough F150's to be able to meet demand for the number one best selling vehicle in America, Then how is it that they can't build more than 87 thousand or whatever the number is of the Ford Maverick?

 

[710-oil-614]

Ford is making and producing the exact number and mix of Mavericks (EBs and Hybrids) that they wish to. A LOT goes into the decision on how many Mavericks they plan to produce.

CAFE regulations were the initial reason that Ford turned their compact sedan into a compact truck. They built the Maverick on an existing vehicle platform and it is largely a parts bin vehicle built to a price point in ever sense of the word from development to materials.

CAFE regulations changed (loosened) from when Ford originally launched the Maverick program to the Maverick entering production. This coupled with very real (but now extremely overused by Ford) supply chain shortages - causing increased costs and delays in manufacturing, materials sourcing, and even vehicle delivery caused Ford to drag their feet on production in 2022 and into 2023.

They are now starting to ramp up production and that is in no great coincidence that prices for the Maverick are no longer the "under $20k base truck" or anywhere close to it - although that was always a myth after destination charge.

If you could even order one today - the XL Hybrid w/no options now goes for $24,190 (including destination) which represents a 13% increase increase for the same vehicle since introduction. I guess you get cruise control.

Even with the increase in price the Maverick is still a low margin vehicle that Ford is not going to produce in volumes anywhere near an F-150, or even a Bronco or Ranger. That is where their margins are made and they will continue to produce the F-Series trucks by the million annually while Maverick production never crests 200,000.

Even my Tremor XLT w/lux and moonroof, SIBL at $34,800 undercuts a Bronco Sport Badlands base price by $5k (same 2.0EB, Advanced AWD, Suspension etc).

 

[Mav_RICK]

Ford is making and producing the exact number and mix of Mavericks (EBs and Hybrids) that they wish to. A LOT goes into the decision on how many Mavericks they plan to produce.

CAFE regulations were the initial reason that Ford turned their compact sedan into a compact truck. They built the Maverick on an existing vehicle platform and it is largely a parts bin vehicle built to a price point in ever sense of the word from development to materials.

CAFE regulations changed (loosened) from when Ford originally launched the Maverick program to the Maverick entering production. This coupled with very real (but now extremely overused by Ford) supply chain shortages - causing increased costs and delays in manufacturing, materials sourcing, and even vehicle delivery caused Ford to drag their feet on production in 2022 and into 2023.

They are now starting to ramp up production and that is in no great coincidence that prices for the Maverick are no longer the "under $20k base truck" or anywhere close to it - although that was always a myth after destination charge.

If you could even order one today - the XL Hybrid w/no options now goes for $24,190 (including destination) which represents a 13% increase increase for the same vehicle since introduction. I guess you get cruise control.

Even with the increase in price the Maverick is still a low margin vehicle that Ford is not going to produce in volumes anywhere near an F-150, or even a Bronco or Ranger. That is where their margins are made and they will continue to produce the F-Series trucks by the million annually while Maverick production never crests 200,000.

Even my Tremor XLT w/lux and moonroof, SIBL at $34,800 undercuts a Bronco Sport Badlands base price by $5k (same 2.0EB, Advanced AWD, Suspension etc).

Rising gas prices and interest rates could change that up quite a bit.

 

[Automate]

CAFE regulations changed (loosened) from when Ford originally launched the Maverick program to the Maverick entering production.

Actually not, the previous administration had lowered the CAFE requirements. The current administration raised the CAFE requirements https://www.jdsupra.com/legalnews/b...FE standards apply,trucks for model year 2026.

The bigger issue is Ford, under Farley, has gone all in on EVs. With more EVs you don't need the Maverick so much to raise your CAFE.

 

[aitch-2-oh]

As I sift through these threads, I’m thankful each day that I picked up my ‘22 Hybrid Lariat Lux in November of ‘22 after (only?) a 400 day gestation, avoiding a raft of initial recalls and defending against the incessant Siren’s song of ‘if you remove this option you MIGHT get your truck earlier’.

Held firm, played the game with letters (paper/stamps/envelopes!) to Ford brass in Dearborn and (magically) Ford built the truck as ordered. The letters, and the 2 responses to the letters (also mailed), are in the Maverick file for hysterical (sic) reference.

No clue if this fits into this thread…

 

[710-oil-614]

Actually not, the previous administration had lowered the CAFE requirements. The current administration raised the CAFE requirements https://www.jdsupra.com/legalnews/biden-administration-adopts-new-vehicle-8498244/#:~:text=The new CAFE standards apply,trucks for model year 2026.

The bigger issue is Ford, under Farley, has gone all in on EVs. With more EVs you don't need the Maverick so much to raise your CAFE.

Actually, yes.

EDIT: Biden admin CAFE standards are effective for 2024-2026. But this does not impact 2022 or 2023 production. The link you posted is for 3 model years away, 2026, you cannot look to the future for justification of Ford's production mix today or in the past.

In 2018, Ford announced they would quit selling passenger cars, and by 2020 they eliminated all passenger vehicles from the line up (sans Mustang). In August 2020, a pre-production heavily camouflaged Maverick was spotted. Assuming that Ford pulled off some next-level engineering and vehicle design - they had to have started the Maverick program at least 24 months (if not far more) before that spy photo was taken. So the Maverick program was alive in 2018.

In 2018, the Obama era CAFE standards were still in effect - which was driving Ford's initiative to convert their passenger vehicle sales to light duty truck sales.

In fact, Trump did not loosen the standards until March 31, 2020 - so Ford (although hopeful) was operating under the Obama CAFE standards. Trump's roll backs are good through 2026.

The current loosened CAFE standards are definitely a significant variable Ford considers when deciding the Maverick production volume and mix.

They can't bank Maverick sales in MY22-23 for the more stringent CAFE standards in 2024 and beyond. They will ramp up accordingly in 2024 - with a higher priced Maverick.

 

[Old Ranchero]

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.

wouldn't that just create a new hole in the product lineup for an entry level, affordable vehicle that they just filled with the Maverick? I think they stay in the lane they created and basically have all to themselves. New Ranger is coming soon and that will be a logical next step up from Maverick for people that want/need more than Maverick can offer but don't want full-size.

 

[jsus]

Actually, yes.

The link you posted is for 3 model years away, 2026, you cannot look to the future for justification of Ford's production mix today or in the past.

In 2018, Ford announced they would quit selling passenger cars, and by 2020 they eliminated all passenger vehicles from the line up (sans Mustang). In August 2020, a pre-production heavily camouflaged Maverick was spotted. Assuming that Ford pulled off some next-level engineering and vehicle design - they had to have started the Maverick program at least 24 months (if not far more) before that spy photo was taken. So the Maverick program was alive in 2018.

In 2018, the Obama era CAFE standards were still in effect - which was driving Ford's initiative to convert their passenger vehicle sales to light duty truck sales.

In fact, Trump did not loosen the standards until March 31, 2020 - so Ford (although hopeful) was operating under the Obama CAFE standards. Trump's roll backs are good through 2026.

The current loosened CAFE standards are definitely a significant variable Ford considers when deciding the Maverick production volume and mix.

They can't bank Maverick sales in MY23-25 for the more stringent CAFE standards in 2026.

About 3 years to market which would indeed put the launch of the Maverick program in 2018.

https://www.mavericktruckclub.com/inside-the-mavericks-fast-tracked-development-process/

 

[Old Ranchero]

Actually, yes.

The link you posted is for 3 model years away, 2026, you cannot look to the future for justification of Ford's production mix today or in the past.

In 2018, Ford announced they would quit selling passenger cars, and by 2020 they eliminated all passenger vehicles from the line up (sans Mustang). In August 2020, a pre-production heavily camouflaged Maverick was spotted. Assuming that Ford pulled off some next-level engineering and vehicle design - they had to have started the Maverick program at least 24 months (if not far more) before that spy photo was taken. So the Maverick program was alive in 2018.

In 2018, the Obama era CAFE standards were still in effect - which was driving Ford's initiative to convert their passenger vehicle sales to light duty truck sales.

In fact, Trump did not loosen the standards until March 31, 2020 - so Ford (although hopeful) was operating under the Obama CAFE standards. Trump's roll backs are good through 2026.

The current loosened CAFE standards are definitely a significant variable Ford considers when deciding the Maverick production volume and mix.

They can't bank Maverick sales in MY23-25 for the more stringent CAFE standards in 2026.

I'm not buying CAFE standards were as big a driver in Ford's thinking with Maverick as some people focus on. No higher than #3 in their priorities. Ford stated the 2 obvious priorities with needing an affordable entry level vehicle (you correctly highlighted the cancelling of every car but Mustang above) and filling the open space for a Compact in that abandoned but still popular segment with pent up demand. Kia saw this too, but their offering missed the mark IMO.

Ford could have partnered with another company and re-badged some cheap small trucks to sell in needed quantities for CAFE credits if that was a big priority for Maverick...

 

[Jah.]

Caught with there pants down . sort of like city planners . geez ! Didn't know that crazy designed interchange was going to cause problems ? Etc .

 

[Old Ranchero]

The maverick will be easier to park for sure

The maverick will be easier to wash, dry, wax for sure ( if your old school like me and like to hand wash your vehicle )

The maverick will cost less money and get better gas milage

Those are the advantages... The F150 offers up WAY more interior space, way more bed space, more refinement, quieter cabin, Way more hauling and towing capability, and likely a longer overall lifespan.

My points about the F150 wasn't to say its a better truck though. My point is that it is the number one highest sales / best selling vehicle in the USA, and yet Ford is able to make enough of them that most dealers have F150 inventory in stock on their lots right now. If you wanted a new F150 you can just go to the dealer right now and buy one. You can't do that with a maverick... If your lucky enough to find a dealer with a maverick on the lot, which won't be very common, it will also likely have a large mark up on it.

If Ford can source enough hitches... Door panels... Switches... Wire looms... computer chips... turbochargers... etc... to build enough F150's to be able to meet demand for the number one best selling vehicle in America, Then how is it that they can't build more than 87 thousand or whatever the number is of the Ford Maverick?

Do you remember all the 10s of thousands of F150s manufactured and parked all over Michigan and surrounding states just waiting for semiconductors so they could be shipped? There was a recent article explaining Ford has been steadily receiving reliable supplies of the missing parts and quickly reducing the unfinished trucks parked all over. It said that is why there are more F-150s showing up on lots now and my dealer confirmed this. However, days sitting on lots for each before selling is close to zero due to pent up demand and delivering previously sold units to customers waiting for them to finally arrive.

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