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

[Old Man]

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

I remember working in KC and some people from the Dallas office transferred there but went back after a year because itvwas too cold. Down south they wear parkas when it gets down to 50° while up north we are wearing shorts when it is 30°. So sounds like the south needs heated seats more.

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[Gschaef]

My response to the original question is yes and no. Yes if you need to add luxury packages and other options like 4K tow, etc. No if you just need a basic truck.

My 2024 build is a basic XLT with no options. That comes to a MSRP of $26,315. With destination, tax and license I still get out the door just over $30K. I don’t know of any other new truck that comes close to that. The XL is an even better value but that drastically reduces the chance of getting your order filled. The value is still there, just not as great as the two previous model years. And I want a smaller truck so my options are limited.

But once the MSRP starts approaching the mid 30’s then I think the answer is yes, as there other options out there in a similar price range and in those cases the Maverick may no longer stand out except for the smaller size.

 

[Teejman]

From what I remember from microeconomics class, the optimal price is the one where Ford sells exactly what it can produce without excess inventory (until more capacity is created) and they are a for-profit company. It's pretty clear that since inception the price has been low as they had more orders than capacity so I was reasonable and expected to raise the price (not saying I like it as a consumer). My guess is that this year's price tweak would have shifted the demand model pretty close to being right on target, if not for all the rollover orders. With those in play and the new ones, there will likely still be unfilled orders.

 

[GPSMan]

I think we're going to know the answer in a few.... And they're gone.

https://giphy.com/clips/southpark-gzQQaZWUjSomCaUimW

 

[bbeverag]

A similarly equipped Lariat is roughly the same price in '24 as it was in '23. At least the one I am ordering is basically the same price if you exclude the rollover incentive.

 

[haycraftzack622]

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.

Just ordered a lariat fx4 cactus gray they wanted a 500 dollar deposit fortunately for me they waived it because I had a order for 2 years straight. I was happy to see a cheap affordable truck but now it has become a overpriced model

 

[Flight Test]

My 2024 build increased by $1650.

 

[spyderman01]

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

I use mine almost daily, even when it's hot out (90+)!

 

[dabhawk]

It'll be interesting to see if the interest goes down as the price goes up. So much of the appeal was the combination of price and hybrid. I wouldn't be able to swing it today.

 

[rmay635703]

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.

Tesla is cheaper than it once was

 

[K5Blazer]

Wow!
Now we can all afford one!

 

[TheSEARCH]

We will soon see if the higher price has cut demand in a few days. if the order bank closes then NO.

 

[shark978]

lol if it has cupholders it's the lap of luxury to me. i drive a 08 canyon. the windows roll down with a crank.

i always spec out the xl trim, AWD, and add nothing. that would probably feel like a rolls royce to me.

i used to add the bed extender on my wish (so far) builds cause i thought it was both necessary and a good value, but now amazon has a better one for half the price. the only other thing that attracts my eye a bit is a spray in bedliner. that would be nice, and looks sharp, but it's not necessary. the other thing scaring me off that is i dont know if it's a constrained item.

i dont get peoples infatuation with adding 10k of junk and bragging about "loaded", but then again to each his own.

i would love the tremor package though, just because it's cool, and i would love the inch lift cus the mav rides a little low to me (i know it's actually more clearance than a ranger or something). i definitely dont need it though and it would be purely cosmetic. but i'd definitely love it if i felt i could afford it and i dont think it's too pricey iirc.

also i think one factor in reducing demand that hasnt been mentioned is that over time, more ppl that wanted a maverick now have one! i see more and more locally, where they used to be unicorns, now theyre just rare. even a oreilly's near has one as a fleet truck.

Overall my gut is, I'm not sure but I suspect demand will still pretty solidly outweigh supply for MY24. At the end of the day you just cant get anything new for 25-27 starting. Hope I'm wrong though.

 

[pa-outdoorsman]

We will soon see if the higher price has cut demand in a few days. if the order bank closes then NO.

Well, I will not be ordering this year. I had orders in 22 and 23.

Realize that means nothing. As you said, it will be interesting to see how long the order banks remain open this time around...

 

[mhigham2022]

I would say not since I just left a dealer who wanted $7K over MSRP for a special order.

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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