Hybrid is no longer standard (now a $1500 option)

[Benilla]

The market told Ford that their hybrid was underpriced so they adjusted the price to meet market demand / cool the demand

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[SimplyCosmic]

It makes me wonder how many people who would consider a hybrid hadn't considered a truck before the Maverick was announced.

If their market research started with "Are you looking for a Ford truck?" it'd essentially start solely with the Ford truck market, which as others mention, tends to be more conservative tech-wise.

The Maverick's low price and compact size clearly made it a popular choice. But has there been any reporting on whether the Maverick's being a hybrid brought in buyers who wouldn't have bought a truck otherwise?

 

[icegradner]

It makes me wonder how many people who would consider a hybrid hadn't considered a truck before the Maverick was announced.

If their market research started with "Are you looking for a Ford truck?" it'd essentially start solely with the Ford truck market, which as others mention, tends to be more conservative tech-wise.

I think the Maverick got a lot of people, who are like me, who never would have touched a Ford with a ten foot pole. There are many people who want a truck for the utility, but do not want to spend truck money on fuel. That was me. I've needed a truck for work for years, but stuck with a hybrid car because I simply didn't want to spend $200 a week on gas. So the Maverick, despite being a Ford got me with the powertrain.

 

[Bill K]

I know that I bought my 23 Maverick xl ( with ford discounts) at $ 19,550 out the door. Best vehicle purchase I have ever made!

 

[GPSMan]

I had a rarely used Silverado 2500HD.
10 MPG

I would not have purchased a Maverick if it were not hybrid.

I needed a daily driver.
I got rid of the 2500.

Now I still have a truck and a daily driver.

 

[Benilla]

I think the Maverick got a lot of people, who are like me, who never would have touched a Ford with a ten foot pole. There are many people who want a truck for the utility, but do not want to spend truck money on fuel. That was me. I've needed a truck for work for years, but stuck with a hybrid car because I simply didn't want to spend $200 a week on gas. So the Maverick, despite being a Ford got me with the powertrain.

100% This is my first domestic b/c the value proposition was so good. Lets hope they last

 

[Tombo]

I got the hybrid because I bought an RV and needed a truck I could flat tow and the hybrid is one of the few that I can. I probably would have gone with a Ranger if it could be flat towed.

 

[inline_five]

No facts to support this, but a few of us think Ford underpriced the hybrid because their customer research said that nobody wanted them (Ford truck buyers tend to be highly conservative with vehicle styling, electricity, etc.) - and they felt they needed to move hybrids at a loss or at low margin for CAFE reasons. That's total conjecture with zero supporting data. Some day maybe we'll know when Jim Farley writes his memoirs.

I always felt that Ford product planning just BLEW IT BIGTIME. If they'd done proper market research, they would have seen the demand for the hybrid in advance and priced to what the market would bear. But these are the same clowns who spent a full decade publicly arguing that nobody needed a small cheap truck to replace their small cheap Rangers. They would all buy F150s. Then they argued we would all buy midsize Rangers (you can find these auto show interviews if you Google). It apparently took ten years for Ford to figure out something that every small cheap Ranger driver already knew - we weren't going along with Ford's arrogant plan. We drove small cheap trucks because we wanted small cheap trucks.

Motoman had a video where a product planner talks about how he arrived as a product planner, and how he makes his decisions. Worth watching if you can find it. Personally, I'm amazed some OEMs can keep the doors open, between unions and finger pointing and the Peter Principle. I guess there are enough motivated hard workers to compensate.

That's a bit of a rant. But I hope it's at least an interesting rant. All the wild speculation aside, you have to hand it to Ford. They may slip on quality and execution, but they have a solid history of appealing products. Mustang. F150. Bronco. Maverick. They miss the mark now and then (like not delivering a cheap small truck ten years ago), but they seem to have a real feel for what middle America wants.

They couldn't make small trucks because of the government equation to figuring fuel economy and CAFE standards. I'd imagine Ford is probably paying a small fine for every ecoboost they sell even now, or maybe the hybrid averages the fleet up.

Take six minutes out of your day and watch the first half of this, where he specifically mentions the Maverick:

Why We Can't Have Small Trucks Anymore - Blame the EPA - YouTube

 

[inline_five]

It makes me wonder how many people who would consider a hybrid hadn't considered a truck before the Maverick was announced.

If their market research started with "Are you looking for a Ford truck?" it'd essentially start solely with the Ford truck market, which as others mention, tends to be more conservative tech-wise.

The Maverick's low price and compact size clearly made it a popular choice. But has there been any reporting on whether the Maverick's being a hybrid brought in buyers who wouldn't have bought a truck otherwise?

Definitely me. Anyone could've made it, at or near the same price point, and I would've purchased it.

I'd have preferred it have been a Toyota and would've spent a little more for slightly better interior wear materials, but anything more costly and I probably would've just bought a Model Y and used a trailer if needed to haul things.

 

[SLINGSHOT]

No facts to support this, but a few of us think Ford underpriced the hybrid because their customer research said that nobody wanted them (Ford truck buyers tend to be highly conservative with vehicle styling, electricity, etc.) - and they felt they needed to move hybrids at a loss or at low margin for CAFE reasons. That's total conjecture with zero supporting data. Some day maybe we'll know when Jim Farley writes his memoirs.

I always felt that Ford product planning just BLEW IT BIGTIME. If they'd done proper market research, they would have seen the demand for the hybrid in advance and priced to what the market would bear. But these are the same clowns who spent a full decade publicly arguing that nobody needed a small cheap truck to replace their small cheap Rangers. They would all buy F150s. Then they argued we would all buy midsize Rangers (you can find these auto show interviews if you Google). It apparently took ten years for Ford to figure out something that every small cheap Ranger driver already knew - we weren't going along with Ford's arrogant plan. We drove small cheap trucks because we wanted small cheap trucks.

Motoman had a video where a product planner talks about how he arrived as a product planner, and how he makes his decisions. Worth watching if you can find it. Personally, I'm amazed some OEMs can keep the doors open, between unions and finger pointing and the Peter Principle. I guess there are enough motivated hard workers to compensate.

That's a bit of a rant. But I hope it's at least an interesting rant. All the wild speculation aside, you have to hand it to Ford. They may slip on quality and execution, but they have a solid history of appealing products. Mustang. F150. Bronco. Maverick. They miss the mark now and then (like not delivering a cheap small truck ten years ago), but they seem to have a real feel for what middle America wants.

It's hard for a Ford exec, riding around in a chauffeur driven $100,000 Expedition, to imagine that anyone would want a little truck. If it's priced under $60,000, they would rather walk than ride in it. No clue about the world they live in or about the people who live around them.

 

[stoptothink]

I think the Maverick got a lot of people, who are like me, who never would have touched a Ford with a ten foot pole. There are many people who want a truck for the utility, but do not want to spend truck money on fuel. That was me. I've needed a truck for work for years, but stuck with a hybrid car because I simply didn't want to spend $200 a week on gas. So the Maverick, despite being a Ford got me with the powertrain.

Not only were we not interested in a Ford or a truck for our next vehicle, but we weren't even in the market for a new vehicle when the Maverick was announced. Without a hybrid at that pricepoint, it would have been another 3-4 years before we were even considering another vehicle at all.

 

[arcnsparc]

I think they should add the old 300 Inline Six..

 

[TacoTanium]

I think it's intentional from the beginning. They purposely made the hybrid standard for two years just to get the title "first ever pickup truck with standard hybrid".

 

[Frick]

Younze all are missing the point, the low cost Mav was a great idea.

Lowest price truck, lowest priced hybrid.

What a selling idea.

Coming from a 10 mpg 2500hd that is at life's end, and a 13 mpg Jeep Liberty, it sure as hell caught my attention.

I thought my brother had paid the 100 dollar deposit in 22, and I'd take the truck if he didn't.

MISTAKE!

Wait 2 years, see production shifts double, then triple, not enough hybrid parts, tick, tock, tic tock.

Till last week, and an honest dealer, got 2500 back, and a new model year Mav.

Ford sold hundreds of thousands more trucks than the foresaw in 2021, truck of the year!

SUCCESS!

Someone is getting a nice Xmas bonus this year.

Now, that cheapest truck is selling at a premium, and folks are still waiting in line waiting for more.

1500? Sucks to be the next guy, but I'm glad I got mine.

 

[Hardening2753]

Just supply and demand. Much greater demand for the hybrids than the eco's so an expected reaction from Ford. Really surprised that it took them this long. Actually, I was shocked that it was this way to start and was one of the reasons I ordered a Maverick in the first place, on most other vehicles upgrading to the hybrid already came with a premium. That being said if I didn't have the private offer to cover this markup I wouldn't be getting one anymore.

One of the main reasons for ordering my hybrid was that it was standard. 40 MPG truck, that's small, and similarly priced to a Corolla. What more do you want lol

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