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

[Backyard-Dawg]

15-20% inflation from the 2022 model year that was ordered in 2021 and probably priced out in 2020 seems about right given the CPI over that time period and the demand for the truck. Honestly show me a competitor? There isn't a vehicle with this much utilitiy, that is this cheap that has a hybrid option and can get the gas mileage this truck can. Over my last 1,000 miles, I'm close to 48 mpg on average and maybe half of that has been highway/interstate.

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[Billkowski]

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....

Agreed, a lot of people look at the size as some kind of compromise "at that price i could get larger X truck", like that is automatically better. For me the whole point is the smaller size. For my needs the larger truck would be the compromise.

 

[MakinDoForNow]

Agreed, a lot of people look at the size as some kind of compromise "at that price i could get larger X truck", like that is automatically better. For me the whole point is the smaller size. For my needs the larger truck would be the compromise.

I compromised and purchased the maverick even though it was 7-10" wider and was crew cab instead of extended cab, and did not have a 6 foot bed with a 10-14" longer wheel base. Also it does not have the mega rubber overload rear axle donuts like my Datsun 570 had. Plus fuel savings on hybrid should make 15-30% of payment! BUT I MADE IT DO!

 

[dabhawk]

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 saw that, compared to the market, it was “under-priced.” But it felt different. I know in 2023 I should know better than to think this way, but it actually felt like a company was offering something that people wanted at a price that people could actually afford rather than just bleeding them for every dollar. So we put up with frustrating dealers, wait times, etc., because this seemed so different. Now it’s just more “market adjustment.”

The low starting price on the Maverick just revealed that car companies could offer lower prices, but choose not to do so. We use our Mav for our family of 5 even though we don’t fit in it very well because no one is making an affordable vehicle for a family of 5. $30k for a used minivan when you’re facing costs of teenagers, college, etc. is just not possible/realistic.

 

[Mav_RICK]

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.

I think we will have an answer in two or maybe three days tops.

 

[GPSMan]

The low starting price on the Maverick just revealed that car companies could offer lower prices, but choose not to do so.

Why would you think that?

Why do you think Ford is a not-for-profit company?

They are losing money on each Maverick.

 

[dabhawk]

Why would you think that?

Why do you think Ford is a not-for-profit company?

They are losing money on each Maverick.

Show me proof that they’re losing money.
I thought that because it is possible to have both capitalism and a conscience. I admit that it was a misguided feeling on my part.

 

[skadizzle]

For me, I already had my Lariat loaded up with everything so the sticker price difference between a 2023 and 2024 is only around $1100. I had a private offer for my canceled 2022 so there's another $2750 difference but not for new or recent orders. I paid $34k after taxes and everything for mine which had a sticker of $37k so I saved about $4-5k and still think I overpaid.

 

[Automate]

They are losing money on each Maverick.

That is a bold statement with no backing.

Facts:

• Ford has specifically stated the Maverick was designed to be low cost and a substitute for the sedans they were discontinuing
• Ford has never said they are losing money on the Maverick
• Ford has stated they are losing money on their new electric vehicles

 

[GPSMan]

Show me proof that they’re losing money.
I thought that because it is possible to have both capitalism and a conscience. I admit that it was a misguided feeling on my part.

Have you read ANYTHING about the number of recalls?

Get a grip on reality please.
Have you seen the cost of fuel (including electricity for the factories), cost of raw materials, inflation, inflation, inflation.

You really think something as big and complex and regulated as a hybrid truck ONLY costs 12x as much as an iPhone?

Laughable.

Adding "data"

iPhone 14 Pro $1,599.00

$1,599 x 12 = $19,188

Which is close to the original base model Maverick, set artificially low to generate hype.

 

[GPSMan]

That is a bold statement with no backing.

Facts:

• Ford has specifically stated the Maverick was designed to be low cost and a substitute for the sedans they were discontinuing
• Ford has never said they are losing money on the Maverick
• Ford has stated they a losing money on their new electric vehicles

See post #70

 

[Rileyotta]

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.

I definitely wish I took the leap sooner. I got a 2023 and paid more to get less than the 2022 build I was hesitating on. Learned my lesson I guess.

 

[BoskoPColtrane]

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.

Price increases won’t matter. The 2024 banks just opened and the system crashed due to too many orders being placed.

 

[dabhawk]

Have you read ANYTHING about the number of recalls?

Get a grip on reality please.
Have you seen the cost of fuel (including electricity for the factories), cost of raw materials, inflation, inflation, inflation.

You really think something as big and complex and regulated as a hybrid truck ONLY costs 12x as much as an iPhone?

Laughable.

Adding "data"

iPhone 14 Pro $1,599.00

$1,599 x 12 = $19,188

Which is close to the original base model Maverick, set artificially low to generate hype.

Apple's markup is around 119% I love Apple products. That's greed.

I'm not trying to argue that building cars is a non-profit venture nor that the Maverick should be some sort of financial loss for Ford.

 

[GPSMan]

Apple's markup is around 119% I love Apple products. That's greed.

I'm not trying to argue that building cars is a non-profit venture nor that the Maverick should be some sort of financial loss for Ford.

How many recalls on the iPhone?

Too soon?

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