Here were the main selling points for me:
Size--I don't need a big truck, and was very happy with my 99 Tacoma and 87 B2000.
MSRP--Compared to the outrageous prices of big trucks.
Utility--A small pickup is perfect for my main passion of cycling. Next to a camper van, it's the perfect vehicle...
Although I live in snow country, I wasn't too bummed about lack of AWD with the hybrid. I think with snow tires, extra ground clearance, and FWD the Maverick should do well enough in the snow.
I would have been thrilled if they had made the hybrid a plug-in hybrid with >30 miles of all electric...