It's true that they also had no competition when the truck was released in 2021 with a starting price of $20K. However, they were not at all expecting the Maverick to be the sales success it ended up being. CEO Jim Farley admitted as much in June 2023 and said:
" Unfortunately, we completely under-called the demand for Mavericks. So, I’m not confident even with the capacity increase that we’re going to have a lot of Mavericks available to everyone."
So when it was released it was priced aggressively because they expected it to be a low volume seller and the low price would help entice buyers. And when demand for the Maverick quickly far exceeded their expectations they raised the price fairly substantially every new model year.
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