Age of targeted Maverick Buyer

[motoretro]

Heading towards 70, I'll take a bare bones XL, probably do a Line-X bed and folding tonneau cover.

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[GrandpaTheobald]

22 here. This will be first truck as well as my first new car purchase. I have always loved the idea of a truck but couldn't get past the gas mileage. I ordered the hybrid XLT in Area 51 with the luxury package and a few other bells and whistles.

 

[GrandpaTheobald]

Heading towards 70, I'll take a bare bones XL, probably do a Line-X bed and folding tonneau cover.

I was considering the XL but felt like I would be unhapppy owning a 2022 vehicle with no cruise control

 

[firefighter retired]

76 yere just around town driver20 miles way 20 miles that way north alabama mountians charles

 

[flashfearless]

57, had to go Lariat to get all the features the SO needs to be in the vehicle with me, including dual zone climate control. As it stands she will be frustrated that the passenger seat will not be a powered control. lol. While I bought a F150 before I didn't keep it long as I bought it used and quickly needed to drop a new engine in it. Then I resold it. I'll never buy used again.

 

[douglas685]

33 years old. Relocating life from Saint Louis to Los Angeles this fall for work. My trusty old Honda Ridgeline will be the trade in as she's actually quite thirsty at about 17mpg and getting on in years at 205k miles.. (and may need some serious mechanical work soon, glossing over that).

With high trade in prices, low order price (ordered my XL for under $23k ) and incredible MPG the Maverick is just an absolute no-duh.

This will be my third truck. My previous previous truck was a 2006 Ram 1500 base cab 8' bed V6.. I freaking loved that thing. I love my Ridgey too.

The part that really sold me on the Maverick was Ford's attitude with it, specifically addressing the "crisis of affordability" issue. New vehicles are on their way to an average of $45,000. Let that sink in. AVERAGE. I work in finance/investments. Financial planners advise that a new car should cost around 25% of income ideally for a nice conservative purchase but certainly not more than 50%. At 25% of income, a $45,000 car means someone should (keyword SHOULD) be making about $180,000 a year! Obviously, that's a bit dramatic, but it's also important to realize new car prices have really gotten out of control. Even at 50% of income, $45,000 is a HUGE amount for the vast majority of people as that assumes at least $90,000 of income per year. But the $45,000 new car price is the average nowadays. Look at people buying $70k F-150's and $100k Escalades.

But a truck in the low $20k's to maybe $30k's if you load it? That's theoretically affordable for most people pretty easily, even people making in the $50k-$60k income area, which spoiler alert, is the average nationally. New car "crisis of affordability" is a real thing, and the Maverick addresses it. Unless you truly need a 1500/2500-series truck, such as a contractor working at a construction site or pulling a boat or something; what is there that the Maverick cannot do that pretty much any other truck can? I guess the bed's a bit smaller, never stopped me with my 4.5' Ridgeline from hauling all kinds of stuff. And that's what I think the Maverick appeals to. It appeals to people who want a truck.. but fall out of their chairs laughing at the $50k-$70k pricetag. This totally addresses it in a very tangible way. It makes me very happy to see Ford tackling the new vehicle pricing head on with vehicles like the Maverick.

 

[Old Ranchero]

33 years old. Relocating life from Saint Louis to Los Angeles this fall for work. My trusty old Honda Ridgeline will be the trade in as she's actually quite thirsty at about 17mpg and getting on in years at 205k miles.. (and may need some serious mechanical work soon, glossing over that).

With high trade in prices, low order price (ordered my XL for under $23k ) and incredible MPG the Maverick is just an absolute no-duh.

This will be my third truck. My previous previous truck was a 2006 Ram 1500 base cab 8' bed V6.. I freaking loved that thing. I love my Ridgey too.

The part that really sold me on the Maverick was Ford's attitude with it, specifically addressing the "crisis of affordability" issue. New vehicles are on their way to an average of $45,000. Let that sink in. AVERAGE. I work in finance/investments. Financial planners advise that a new car should cost around 25% of income ideally for a nice conservative purchase but certainly not more than 50%. At 25% of income, a $45,000 car means someone should (keyword SHOULD) be making about $180,000 a year! Obviously, that's a bit dramatic, but it's also important to realize new car prices have really gotten out of control. Even at 50% of income, $45,000 is a HUGE amount for the vast majority of people as that assumes at least $90,000 of income per year. But the $45,000 new car price is the average nowadays. Look at people buying $70k F-150's and $100k Escalades.

But a truck in the low $20k's to maybe $30k's if you load it? That's theoretically affordable for most people pretty easily, even people making in the $50k-$60k income area, which spoiler alert, is the average nationally. New car "crisis of affordability" is a real thing, and the Maverick addresses it. Unless you truly need a 1500/2500-series truck, such as a contractor working at a construction site or pulling a boat or something; what is there that the Maverick cannot do that pretty much any other truck can? I guess the bed's a bit smaller, never stopped me with my 4.5' Ridgeline from hauling all kinds of stuff. And that's what I think the Maverick appeals to. It appeals to people who want a truck.. but fall out of their chairs laughing at the $50k-$70k pricetag. This totally addresses it in a very tangible way. It makes me very happy to see Ford tackling the new vehicle pricing head on with vehicles like the Maverick.

isn't that 25% rule of thumb for your monthly income? I see that all the time with financial articles talking about people being forced to pay 30% or even 50% of their monthly income for housing. Vehicles AND their financing certainly has become crazy expensive and why they are going out to 72 months on car loans. I think I read someplace the average monthly car payment is now something like $500/mo! Yikes!

 

[Hack]

I want one and I'm 80. Just sayin'.

 

[Jukebox Nero]

Taking all of the responses so far and making "late 20s" both 28, "30s" as 35, and "approaching 70" as 69, the average buyer here is 49.63. I don't think that is anywhere near Ford's target, but I don't think they'll care as long as it sells. The largest age block is the 50s with 11, followed by the 30s with 10. 20s had 5, 40s had 6, 60s had 6, 70s had 5, and 80 had a whopping 1. Looks like the age range is pretty wide-spread.

 

[sjJohnny]

It would be interesting to know who the first time truck buyers are. That is the target audience and I'd think more first time truck buyers in the 20 and 30 age range.

 

[Doc]

70 here …but bought a Ranger instead do to lack of Patience…(plus a good deal )

 

[Jukebox Nero]

It would be interesting to know who the NEW truck buyers are. That is the target audience and I'd think more new truck buyers in the 20 and 30 age range.

I'd say that's pretty likely since the older someone gets, the more chances they've likely had to need or buy a truck in their past. I thought it was pretty neat that the 2 22s in this thread are buying one as their first new vehicle.

 

[Hot Runr Guy]

It would be interesting to know who the NEW truck buyers are. That is the target audience and I'd think more new truck buyers in the 20 and 30 age range.

Are you trying to ask who the "1st time" truck buyers are, rather than new?

HRG

 

[sjJohnny]

I was waiting to see what was offered in the 2022 Ranger and then boom, Maverick hits and I'm sold. Perfect (or nearly) for a city boy truck.

 

[sjJohnny]

Are you trying to ask who the "1st time" truck buyers are, rather than new?

HRG

Yes, thanks, a more accurate way of stating.... I'll change my post.

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