Ford Motor Company’s Maverick compact pickup truck has taken the automotive world by storm, showcasing that fuel efficiency, style, and functionality don’t have to be budget busting propositions.
First deliveries of the 2022 Ford Maverick were made in September 2021. Six months in, the automaker is pulling back the curtain on Maverick’s first customers.
Sixty percent of Maverick customers come from a brand other than Ford. Toyota, Honda, and Chevrolet are sending customers to Ford for the model the most, according to S&P Global Mobility US conquest data for September 2021 through January 2022.
S&P Global Mobility’s dive into US New Retail Registrations for the 2021 calendar year and 2022 calendar year to date revealed that more than a third of Maverick customers are under 44 years old. That means that the bulk of Maverick customers are Gen Xers and older, not the traditional market for a low-priced, entry-level vehicle.
The same data pull showed that Maverick buyers are primarily located in four states: California, Texas, Michigan and Florida. Traditionally, California is the largest new car market in the country and Texans buy more trucks than any other state.
Ninety-five percent of Maverick’s retail business is represented by customers who placed retail orders and took delivery with their Ford dealer, Maverick marketing manager Trevor Scott told Newsweek.
He also shared more information on what configurations, including packages, are favorites with customers.
The most popular retail configuration is the Maverick XLT with all-wheel drive, an EcoBoost gasoline engine, and the Co-Pilot360 package. Pricing for the 2022 Ford Maverick starts at $19,995 before destination and delivery fees. A mid grade Maverick XLT starts at $22,360. Opting for the EcoBoost engine brings the price up to $23,445. Ford Co-Pilot360 is an additional $650.
The XLT trim level represents nearly 50 percent of all Maverick sales.
Area 51, a gray-green-blue hue is the most popular paint color chosen by buyers. The color is a no-cost option for buyers.
Scott says that it is too early to determine the percentage of Maverick customers who are purchasing the truck as an add-on to a household, for example, as a third stall vehicle or a purchase for a new driver.
The 2022 model year Maverick has been sold out since January. The company stopped taking orders at the end of that month. They are expected to open orders for the 2023 Maverick this summer.
In the last three months of 2021, Ford sold over 13,000 Mavericks. Just 2,311 of those were hybrid models.
Scott attributes the success of Maverick to its, “combination of Built Ford Tough versatility and capability, incredible fuel efficiency (42 miles per gallon in the city for the standard hybrid powertrain), and overall affordability.”