Article: Price Is Key Factor Why 2022 Ford Maverick Will Dominate Small Truck Segment

[Rkbrumbelow]

I find it ironic on people/press saying this truck is a new segment. It is the original segment of what the Ranger, Frontier, S10 were not too long ago.

You have to hand it to the manufacturers and the pr machine they have. Lets make trucks bigger and bigger and bigger over the next 15+ years then make a compact truck again and call it a new segment.

Kind of like the clothing industry. Let just change the sizes so a person who really needs a size 42 waist pant thinks they are skinny by changing the sizes down to 38 or just add elastic to the waist and call it athleisure wear.

Im just glad it is back so I can buy a truck again soon.

The real problems come when you feed them after midnight

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[BullyHayes]

I had a 1990 Isuzu pickup (bought NEW for $5000!). It was smaller than the Mav or SC. My son's 2012 Nissan Frontier (mid-sized!) is closer to the current compacts. But, that's the way of things, right? The Mav and SC are both on my future-car list.

 

[Milspec]

Here in the Bay Area of California the Maverick makes great sense. In a state with a high cost of living it's affordable flexible transportation for the city and to head to the National Forest. . Large population density means space and spaces to park are at a premium, small beats large big time. Public awareness here of Climate Change makes hybrids and electrics popular and conscientiously satisfying. Too hybrids allow us to beat the high gas prices here. I think I saw regular at $5.80 a gallon at one San Francisco gas station . Very much like the Maverick was tailor made for California.

 

[Jdub]

My Dad bought a brand new 1968 Datsun pickup like this one. That's when compact trucks started becoming popular here in the USA.

I had a 1978 Ford Courier (made by Mazda) they were very popular compact Pickups, along with the Chevy LUV made by Isuzu. I have not had a Pickup since I traded my 2007 F-150 in 2013; trucks just got too big and too high off the ground and too high priced as well.

Very much looking forward to my new little Maverick Truck.

Price and mpg of the xl hybrid is what got me! It's cheaper than buying most used vehicles!

I agree. My first truck was an '80 Chevy LUV and I love small trucks. The Maverick gives me a small sedan with the capability to haul things from home improvement stores and spend little on gas with my 12 mile a day commute to and from work. Speed limit 35 mph. Gonna wave at the gas stations as I drive past. Go hybrid XL.

 

[hsinking1932]

I think the fleet market for the Maverick is being vastly underestimated. I realize the bed is on the small side, but when you're getting 40mpg, I think small businesses will make it work.

The example that I keep going to is the exterminator in my town. They run like 5 or 6 trucks, and it's always colorado work trucks. Now compare that to the Maverick. FWD (I'm in the north east, so RWD wouldn't work), 40mpg and an MSRP of $22k? You can damn well bet they'll figure a way to get their equipment to fit. Now multiply that by thousands of small businesses across the country and I think Ford will wind up selling a lot more than they're anticipating.

The sales manager of the Mav might be the easiest job in this country. The only thing Ford needs to do is to produce them in time.

 

[Westsidetruck]

Santa Cruz may be popular in great part because of the lack of availability of the Ford Maverick. Remember the Suburu Baja? https://www.hotcars.com/why-subaru-baja-complete-disaster/

Ford ate Suburu's lunch with the Ranger costing less and with better mpg. This story is about to repeat in my opinion.


Is there a market for small trucks? YES!!! The market will basically be defined in 2022-2023 of who is willing to wait (for a Maverick) VS who can afford to, and is willing to pay more (for a Santa Cruz).

Apparently, Honda may be coming to the game as well in 2023 with the Ridgeline Hybrid. I anticipate it will cost a lot more though.

 

[hcforde]

Apparently, Honda may be coming to the game as well in 2023 with the Ridgeline Hybrid. I anticipate it will cost a lot more though.

Usually people/organizations that "create" a market do not end up dominating it. It appears to me that Ford's strategy is to do so.. When you are the market leader other things are attributed to you such as:
Brand value/lotalty
Attraction of new customers,
Economies of scale , ETC

 

[Probity]

Price is the ONLY reason I can consider buying this vehicle. I was even able to add a few options (2.0, 4k tow, bed extender) and still come in under budget.

Good job by Ford, and I don't care how long I have to wait.

It's all about the Benjamins. Vehicle prices ^, incentives v. The Maverick is in pre-2012 ATP territory.
New-Vehicle Transaction Prices Hit Fourth Straight Record High in July - Cox Automotive Inc. (coxautoinc.com)

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