Maverick Demographics with Poll

[Ellebob]

58, drive ~30k/yr. Wanted something with good gas mileage and not econobox, reasonably priced, and large enough to hold my equipment for work. This should do it with tonneau cover.
Owned a Mustang II many years ago, POC. 1st truck. Truck wasn't a necessity by any means, SUV, wagon or minivan would also be fine. Ordered hybrid XLT.

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[Joe Kelly]

Michigan. Thanks again for putting this poll out there. We nerd to keep it up and going as we only have a small sample. It is interesting to see the number of people over 50 who own a Maverick. It shows a practical truck can be successful. in my opinion there are some things that can be improved 1. The ability to have a water proof bed with a cover. 2. Wireless Apple car play.
3. Fog lights.
it is apparent the designers didn’t think it through. Who would design a trim strip on top of the bed you can not seal. The issue stars with the horizontal trim behind the cab and runs to the tail gate. Wireless instead of tethered iPhone for Apple car play. when the phone is tethered the cable is in the way of the cup holders and the center counsel. There is a wireless charger my passenger can use but if two passengers in the back seat you have the 12 volt plug to use plus the rear seat. This does not make sense. If the cable is marginal Apple car play Does not work. Ford knows this because the other phone can work wireless. The Fog Lights is a no brainer for a pick up truck. This is a potential work truck to be used in all weather. I want fog lights for road visibility. Ford needs to Have some designers who actually use the bbb "

 

[Krazyrabbit]

Thanks for your effort. This will be. Interesting to follow. It looks like old guys are ahead for now.

And Gals!

 

[Krazyrabbit]

Not sure if anyone has gone this far yet but here is a Google Form I created.

Let me know what you think. I was scratching my head on all the interesting (but not too prying) info that would be neat to see.

<iframe src="https://docs.google.com/forms/d/e/1...6dWM0hwSr7YOZrzCdcBxdQ/viewform?embedded=true" width="640" height="4065" frameborder="0" marginheight="0" marginwidth="0">Loading…</iframe>

This survey should be pinned!

 

[Timothyd]

I think ford was expecting to attract the 20-something crowd to their first pickup and graduate them over the years into Rangers and/or F-series as they got older and had families. Instead, it seems they attracted the older guys who miss their Rangers/S-10s/LUVs/Nissans and who cant or wont pay $86K just haul a sheet of plywood home from Lowes.

Similar thing happened with the Honda Element...

They (me) loved their smaller Rangers and wanted a replacement. They (also me) loved their old F series but can't justify the size and cost.

 

[Milqueman]

Michigan. Thanks again for putting this poll out there. We nerd to keep it up and going as we only have a small sample. It is interesting to see the number of people over 50 who own a Maverick. It shows a practical truck can be successful. in my opinion there are some things that can be improved 1. The ability to have a water proof bed with a cover. 2. Wireless Apple car play.
3. Fog lights.
it is apparent the designers didn’t think it through. Who would design a trim strip on top of the bed you can not seal. The issue stars with the horizontal trim behind the cab and runs to the tail gate. Wireless instead of tethered iPhone for Apple car play. when the phone is tethered the cable is in the way of the cup holders and the center counsel. There is a wireless charger my passenger can use but if two passengers in the back seat you have the 12 volt plug to use plus the rear seat. This does not make sense. If the cable is marginal Apple car play Does not work. Ford knows this because the other phone can work wireless. The Fog Lights is a no brainer for a pick up truck. This is a potential work truck to be used in all weather. I want fog lights for road visibility. Ford needs to Have some designers who actually use the bbb "

No worries, glad I could help.

 

[Joe Kelly]

I was watching a Ford video on the marketing of the Maverick. Their target was young urban first time truck buyers. Be it a small sample it appears they missed the mark. From this survey it appears approx 38% are under 40, 18 % under 35. 18% are urban buyers. They did meet the goal on the price and a functional truck. They did have a successful launch now they need to fix the wired IPhone to blue tooth,, the door pockets, change the bed trim so a bed cover can be made water tight with out sealer. If you have other gripes please add them to the list. Perhaps Ford will listen. Then for those of you following the order and build cycle there should be a system in place that allows you to go in query the system daily and get a status with a estimated delivery date and if it slips why. This technology is out there and Ford could improve there customer service by using such a system. I believe today the computers are managing the production schedule with some manual overrides. Now Ford would have to share information with the customer like moved because late engine deliveries etc with a revised delivery date. Truck complete waiting mufflers as a example. When Ford enters your order into the system it should give a estimated start date with weekly updates at a minimum with explanations. Just some thoughts.

 

[Joe Kelly]

disagree. They were after multiple age groups and customer preferences; including 1st time truck buyers, low entry level buyers-despite it being "a truck", former compact truck owners who were ready for another 1, women, high economy seekers, hybrid fans, and more. Casting a really wide net here. Ford has published buyer demographics if you search for them...

Watch the new Ford marketing post. From the presentation I surmise the target market is under 40. Young and active (out doors activity oriented) men and women who live in a urban setting. Per Ford Marketing the Target market is 24 - 35 years of age. According to the survey they missed the mark of the 380 responders only 60 meet the target age market. Over 84% of the responders are over 35. A diverse group of young women were active in the design features. They did a good design job for the most part. They forgot arm rest on the front seats, hard wired Apple car play sucks (cord is in the way of cup holders), the cubby in the dash will not hold a phone, the tray in the dash is not a good place for a phone because of heat and light (high temp will turn off phone, bright light will I’m burn out phone screen). I did not want a hybrid because I keep a car too long and the battery life was not long enough in my opinion. The cost of replacement today is too high and in 6 to 7 years the replacement cost will probably exceed the value of the truck. I feel the eco bust 2.0 has a longer life before it is obsolete. Still a pretty good truck for the price. The sheet metal is thin so I am not sure how long it will survive in snow and salt country. Probably better in the desert and I wouldn’t recommend driving in the surf. Just my thoughts.

 

[Old Ranchero]

Watch the new Ford marketing post. From the presentation I surmise the target market is under 40 young active (out doors activity oriented) men and women who live in a urban setting. Per Ford Marketing the Target market in 24 - 35 years of age. According to the survey they missed the mark of the 380 responders only 60 meet the target age market Over 84% of the responders are over 35. A diverse group of young women were active in the design features. They did a good desighn job for the most part. They forgot arm rest on the front seats, hard wired Apple car play sucks (cord is in the way of cup holders), the cubby in the dash will not hold a phone, the tray in the dash is not a good place for a phone because of heat and light (high temp will turn off phone, burn out phone screen). I did not want a hybrid because I keep a car too long and the battery life was not long enough in my opinion. The cost of replacement today is too high and in 6 to 7 years the replacement cost will probably exceed the value of the truck. In feel the eco bust 2.0 has a longer life before it is obsolete. Still a pretty good truck for the price. The sheet metal is thin so I am not sure how long it will survive in snow and salt country. Probably better in the desert and I wouldn’t recommend driving in the surf. Just my thoughts.

Don't need to watch any new Ford marketing anything, just review the facts. Ford made a decision 2+ years ago to stop selling all passenger cars in North America. That meant they had no entry level (cheap, affordable) vehicle to sell. ECOsport was it for 1 last year and now that is gone too. The Maverick was the answer to that dilemma and again many more demographics. They knew there was a remaining unsatisfied demand for a COMPACT truck , younger urban dwellers who needed something smaller able to navigate and park in smaller settings like downtowns , people who normally opt for a small coupe/sedan like Corolla, Civic, etc. an efficient grocery getter and occasional Home Depot type run with a functional bed , small starting family vehicle retired folks with occasional back seat needs for visitors people only considering hybrids for personal reasons , highest mileage possible priority Weekend Warriors , outdoors lovers, overlanders, campers, etc. , people who find mid-size and full size too large and expensive for their lifestyle you get the picture...

If you look at Ford's own published demographics for buyers, they show a LOT of women and many converts from economy sedans along with 1st time "truck" and Ford buyers. It's a really wide net they are casting here and pretty much hit a home run justifying the huge financial risk bringing back the Compact segment before anyone else noticed. The demand has been overwhelming and they can't build them fast enough, so I don't think the "negatives" you mentioned are stopping many buyers in this segment.

 

[Lee Buesing]

I'm 79, sure hope I get my Maverick delivered before I die. Waiting for over a year for an XLT AWD with the LUX pkg!

 

[Maverick2022XL]

disagree. They were after multiple age groups and customer preferences; including 1st time truck buyers, low entry level buyers-despite it being "a truck", former compact truck owners who were ready for another 1, women, high economy seekers, hybrid fans, and more. Casting a really wide net here. Ford has published buyer demographics if you search for them...

There are 2 markets here, the politically correct fantasy land propaganda the advertising agencies push to sell vehicles then there is reality which is attracted to the real world factors like price, functionality, gas mileage, etc.

These polls clearly show fantasy land is losing and reality is something different when it comes to the actual buyer.

 

[brnpttmn]

These polls clearly show fantasy land is losing and reality is something different when it comes to the actual buyer.

This poll doesn't show jack. Certainly not "reality." It's only measuring a small self selected group within a small self selected group. It's in no way generalizable. Ford at one point showed some basic demos of Maverick buyers and they were significantly younger than the larger new car market. Which is what you'd expect for an entry level automobile, but is remarkable for a pick-up.

 

[IdahoDirtFarmer]

38 here. Never been without a pickup my entire life, although for fun I do enjoy old classic cars. Live in a rural setting. About 10 miles to the nearest town with anything more than a gas station. First time buying a new Ford, but I've owned piles of old Ford's. The price and mileage is what attracted me. Mainly the price though. My current 1/2 ton is at 235k and starting to need some significant repairs. I'd love to replace it, but I'm not spending $60k for a damn pickup. The used market here is worse. Anything under 100k miles is within $5k of new price. I figure a cheap run around rig for the majority of my daily chores will save wearing out the full size I need for some tasks. I put about 25k miles a year on. In the winter I do a lot of trapping and I don't need a full size for that. Just 4wd and a bed to toss coyotes, beaver, mink, muskrat, etc. into. I treat pickups like the work horses they are. Hell, I bought my '11 Ram new and I've washed it three times in 11 years. I live on dirt roads, I see no point in it. I just wanted an affordable work horse.

 

[Captain]

I resemble that remark

66 here

Youngster… 72 and aging rapidly.

 

[Glen Baker LLC]

This is a pretty comprehensive poll I thought I'd bring it back up to the top.

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