Has Ford "Solved" the Maverick Demand Problem with Higher Pricing?

[pa-outdoorsman]

So, with the MY24 Maverick build and price now available online, I played around a bit this morning and came to this conclusion: a decently equipped Maverick will now set you back $35,000-$37,000, on average.

Now, I realize my definition of "decently equipped" is subjective. For the purposes of this discussion, I am tossing out bare bones XL builds and the Lariat trim completely. Rather, I am focused on the XLT -- widely considered to be the "sweet spot" for the Maverick.

For 2024, to get an XLT with the luxury package (meets my definition of "decently equipped" compared to many other trucks and SUVs on the market) and EITHER the Tremor off-road package, FX4 Off-Road Package, Black Appearance Package or 4K Towing Package, the truck now sits in the $35,000-$37,000 range. You can play with the build and price tool all you want, but the way Ford has done things for 2024 means you can no longer get FX4 without 4K, you can no longer get BAP without XLT Lux, you can no longer get the Tremor package without CP 360, etc.

Basically, they've configured the builds to force you to potentially take a package you don't want to get one you do. Certainly makes sense from a profitability standpoint, and probably will also help Ford meet demand going forward, as I no longer see the Maverick as a highly compelling option at these prices. I personally would not be interested in a "base" XL, nor would I ever consider going to $40K for a Lariat Lux.

Anyway, I am SUPER GLAD I have my 2022 XLT FX4 LUX (still with only 5,500 miles) and I got it for under $32K and 1.9% financing. I guess I have been around this group long enough to be the grumpy old man of Maverick Truck Club, but the glory days for the Maverick may be coming to an end from a value standpoint.

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[Old Man]

Most people don't order or need the Tremor or FX4 packages. BAP is a cosmetic package. Again, not many order it. A standard Lariat with the lux and all the safety equipment is $36,000. An XLT lux with Copilot 360 is $31,000. Since the Tremor, FX4, BAP are constrained to a small percentage of builds then most people can't get or won't get them.

 

[K5Blazer]

It was a screaming good deal when it first came out, and the last.

The events following that debut assured that there will never be a buyers market again.

People seem to think that the Maverick is the only vehicle thats price has risen.

Every vehicle for sale in 2024 will have a higher msrp.
Seen the price lower on anything, food, rent, lately?

I’d say just be glad you got one, or, hopefully, are scheduled to get one, at any price.

 

[jeffrol48197]

It's possible, since I just rebuilt my truck from my 22 to if I ordered a new 2024, and my sticker went from $32,400 (or around that), to $40,370 -- almost $8,000 more for the exact same options (except color, but I picked HPR for extra paint cost)...this is not an economical truck anymore...

 

[pa-outdoorsman]

Most people don't order or need the Tremor or FX4 packages. BAP is a cosmetic package. Again, not many order it. A standard Lariat with the lux and all the safety equipment is $36,000. An XLT lux with Copilot 360 is $31,000. Since the Tremor, FX4, BAP are constrained to a small percentage of builds then most people can't get or won't get them.

OK, obviously I am part of the small percentage. Would be interesting to see how prices for more basic builds you described have increased from MY22-MY24.

 

[pa-outdoorsman]

It's possible, since I just rebuilt my truck from my 22 to if I ordered a new 2024, and my sticker went from $32,400 (or around that), to $40,370 -- almost $8,000 more for the exact same options (except color, but I picked HPR for extra paint cost)...this is not an economical truck anymore...

Assume you have a Lariat that now requires all kinds of added goodies as standard. The Maverick was never a good value at $40K IMO, and still isn't.

 

[bearsfan647]

Most people don't order or need the Tremor or FX4 packages. BAP is a cosmetic package. Again, not many order it. A standard Lariat with the lux and all the safety equipment is $36,000. An XLT lux with Copilot 360 is $31,000. Since the Tremor, FX4, BAP are constrained to a small percentage of builds then most people can't get or won't get them.

None of what you said gives any true logic as to why packages that were not required to be selected together last year are now required to be selected this year

why is a 2023 maverick allowed BAP without xlt lux and a 2024 isn’t lol? Greed

 

[Ozarkbeard]

... I realize my definition of "decently equipped" is subjective...

Definitely subjective. I have no need for all the do-dads & add-ons of the pricier builds. I ordered a '23 Hybrid XL, adding only a rubber bed mat and CP30 (for power mirrors & "full sized" spare). OTD price is roughly $24,500 & change. The same build for '24MY is around $27,200 & change. 3K higher, but compared to other hybrids and other trucks, it's still a good price in today's market.

 

[pa-outdoorsman]

Definitely subjective. I have no need for all the do-dads & add-ons of the pricier builds. I ordered a '23 Hybrid XL, adding only a rubber bed mat and CP30 (for power mirrors & "full sized" spare). OTD price is roughly $24,500 & change. The same build for '24MY is around $27,200 & change. 3K higher, but compared to other hybrids and other trucks, it's still a good price in today's market.

That's good for you. I recommend sticking with bare bones vehicles as long as you can. Personally, once I had heated seats, I was never going back...

 

[A Sturdy Beast]

OK, obviously I am part of the small percentage. Would be interesting to see how prices for more basic builds you described have increased from MY22-MY24.

My 2023 Plain Jane XL Hybrid with a stand alone trailer hitch (no other options) went up 11.8%, or $2,805 more for 2024. Almost $3,000 higher with the sales tax on the $2,800 increase. No buyer’s remorse here, I’m starting to feel like I stole my 2023 Maverick.

 

[RR - All the way]

I think the cost increases in conjunction with increased interest rates will definitely reduce demand. My 22 Lariat was 29,500 with hitch, Blis 360, full size tire and innverter. Price for 24 is 36,500, 7K more. I realize that the 24 now has made 22 options part of the base. Many would not choose some of what is in base if they were options. Options and hence, choice, were taken away.

Do not forget to add state tax to the extra 7k in my case; another $450.

I was fortunate to be able to receive and afford the 0% interest rate. With increased costs and increased interest rates, many people are literally priced out of the Maverick. And to make matters worse, the entry level XL will be only 20% of total production. I hope that does not include fleet builds which would reduce XL availability even more.

 

[NateyH]

There is still value to be had with this by default just given its "enough truck" for most people that starts at a price in line with how much "Less of a truck" it is compared to something like the Ranger even with the added cost of the hybrid. It's certainly no longer the bargain it was in the first 2 years though. The +$1500 for the hybrid made sure of that. But that is also in line with most other product lines, the hybrids generally come at a premium. I was still able to get all the truck I really need for under 30k out the door.

I simply did not see any standard equipment added to the XLT that was worth it. The only real thing getting an XLT does is enable other add-ons that cost even more money. I got the XL and will do some of my own work on it/get some accessories (cubby in bed, extra tie downs, lift gate assist, Rear center cupholder). For how much this thing will get driven, 5-6k miles a year, none of the additional luxury items of higher trims really made sense given the premium.

 

[B2000]

I got every feature I thought I might want for $38k and it would be about the same this year. I like the way it looks and runs. The average vehicle price now is about $45k so I would say it is still a good deal. Coming out of an Infiniti I did not want missing features and instead got a lot of new (to me) features that I am enjoying. Ford will sell every hybrid they make and I doubt there will be a ton of extra ecoboosts for dealer lots. The people that say they are going to "move on" never give any specific example with price of what they are moving on to.

 

[1929]

Increased pricing will cool demand. Combined with increased production.
Backlog of orders is so huge the impact on the marketplace will not really be known until mid-2024 in my estimation.

 

[Ozarkbeard]

...once I had heated seats, I was never going back...

Meh, don't need 'em in da South.

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