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

[CactusJack]

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.

MSRP 2024 Hybrid XL with hitch is exactly $5000 more than my MSRP 2022 Hybrid XL with hitch. Crazy. I wouldn't pay $26,600 for a XL Hybrid with hitch but happy with it at the price I got it at!

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[GPSMan]

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

Not so.

Right Priced.

 

[haycraftzack622]

Not so.

Right Priced.

This price range for a unibody compact truck is ridiculous especially when considering they removed some features that were standard on the 22 and 23 models

 

[Shakesbear]

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...

What's a cheaper option? When I first heard about the Maverick, I wasn't looking to buy. I just figured I'd "build my own" on the Ford website and max it out with all the goodies to see how it would compare to a similarly equipped F150. The Mav came in a little over $37K. The F150? Over $72K! That's economical in my book The '24 version of my original order back in '21 is only $2310 more. After 3 years, global supply chain issues, and inflation, that's about 6% more. Not too bad in reality. So once again: what's a cheaper option out there???

 

[GPSMan]

Many of you didn't understand the Maverick was under-priced.

The 2005 Escape Hybrid.... 2005!

Was $36,000 in 2005 dollars!
Ya really!

 

[jsus]

Many of you didn't understand the Maverick was under-priced.

The 2005 Escape Hybrid.... 2005!

Was $36,000 in 2005 dollars!
Ya really!

Technology has improved, costs have come down, volume has gone up (but only as far as Ford planned for it to, not enough to fill demand at 2020-22 Escape and 2022-23 Maverick pricing). After $6843 federal tax credit and incentives, you could've gotten at least a 2022 Escape SEL PHEV for around $36k.

The battery also took up the entire area of the cargo floor:

But now is about the size of a briefcase (mind you, the PHEV battery is closer to the gen 1, but 1.1 kWh vs. 14.4 kWh:

 

[pa-outdoorsman]

Many of you didn't understand the Maverick was under-priced.

The 2005 Escape Hybrid.... 2005!

Was $36,000 in 2005 dollars!
Ya really!

I think we DID realize the Maverick was a GREAT DEAL (or "under-priced" as you would say). That's why so many us bought and/or wanted one.

At current prices, there are in fact alternatives. With a bed? Well, no. But viable alternatives nonetheless. I can name several, but I'm not here to get dumped on why all those other vehicles aren't "real" Maverick competitors...

 

[GPSMan]

It was priced low to generate excitement and get people talking.

It worked.

 

[MakinDoForNow]

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.

I live near Austin and the heated steering wheel and heated seats let's me to not turn on the wasteful cabin heater until 33°F

 

[dalola]

I think you can put Maverick buyers into two basic groups....those who jumped in purely on price, and those who jumped in for the "small truck" aspect, with price as a secondary benefit. I don't know what the breakdown of the two groups might be..... maybe 20%-80% respectively? These speculative numbers are certainly up for debate.

The increased pricing from the debut year ('22) will undoubtedly drive away more potential customers from the 20% group, as there are other non-truck options that are now price competitive. Less will be vacating that 80% group because there is still no reasonable small truck alternative at equal or better pricing, even at the '24 MSRP point.

So, when you compare the '24 Mav to it's former self, it is certainly less of a value, but still a solid value compared to the overall market. Less will be jumping in based purely on price, vs. the '22 model, but I don't see much abandonment from the "truck" customers, who want a small truck. It's still the best game in town, at any trim. And because of this, I don't think we will see much of a decline with '24 orders/demand....it may even increase slightly.

My $.02 take, for what it's worth....

 

[Camlt12010]

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.

XL as least up till now was always the best bang for your buck. I can't see the value in loa

Many of you didn't understand the Maverick was under-priced.

The 2005 Escape Hybrid.... 2005!

Was $36,000 in 2005 dollars!
Ya really!

I had a 2004 Escape

Many of you didn't understand the Maverick was under-priced.

The 2005 Escape Hybrid.... 2005!

Was $36,000 in 2005 dollars!
Ya really!

Not sure about that . You can still get a new escape hybrid for that.

 

[NJBob]

My 22mMav sticker about 35K similar build 37.5 K Two years later not to bad. Especially considering supply and demand.

 

[JBnorthTX]

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.

I live in the Dallas area and I wish the Maverick had cooled seats like my Mustang. Wear shorts at 30 degrees? I grew up in a colder climate that's either an exaggeration or stupidity.

 

[Ranch]

Many of you didn't understand the Maverick was under-priced.

The 2005 Escape Hybrid.... 2005!

Was $36,000 in 2005 dollars!
Ya really!

Yep. The MSRP on my 2002 Explorer XLT was around $30,000 back then.

Twenty years later my XLT Maverick has a similar MSRP with a lot better MPG and HP.

 

[Ranch]

Here's a window sticker for a 2002 Explorer similar to mine. Has a few extras. MSRP of $32,000.

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