Get the line: Ford Maverick order books reopen this summer

Not so long ago, the pickup truck market was written off. Then came the Ford Maverick. The demand for the new truck has surprised everyone – including Ford. The automaker is suspending bookings as it struggles to ramp up production.

Now, GearJunkie has learned that Ford is ready to open the order bank again. But if you’re looking for one, you’ll have to wait until sometime in 2023, and the wait could be especially long for a high-mileage Maverick pickup.

The pickup truck is back!

Compact pickups were all the rage when Baby Boomers were still learning to drive. But by the end of the 1980s, they seemed to be receiving their welcome.

Subaru briefly tried its hand at the turn of the millennium, but weak demand wiped out the small Baja, which was pulled out of production in 2006. Now, however, a new generation of buyers appears to be rediscovering compact trucks thanks to two new offerings coming to market for the 2022 model year.

“We were very pleasantly surprised” by the demand for the new Ford Maverick, Chief Marketing Officer Trevor Scott told GearJunkie during an interview. I was very surprised, in fact, that reservations for the pickup truck were frozen in January.

(Photo/Paul Eisenstein)

Strong demand, especially for hybrid defectors

Ford was struggling to meet the demands that already existed. It delivered 19,245 trucks during the first quarter of the year – easily outperforming the other compact model, the Hyundai Santa Cruzwhich recorded sales of 8,400. In fact, the sale of Maverick outperformed the medium Ford Rangerwhich made 17,639 deliveries between January and March.

And Maverick sales continue to accelerate, with Ford selling another 9,500 in April.

Credit the truck’s utility, flexibility, and affordability, according to analysts. It starts at just $19,995—that’s for the hybrid version that offers a fuel economy of 40 mpg.

While the national average Regular fuel price is more than 4 dollars Which generated a great interest in the hybrid. Where Ford thought the gas and electric version might account for 40% of total Maverick sales, the actual figure rose to 48% and could even go up.

Ford has had to delay the launch of the hybrid model and is still struggling to get all the necessary parts at a time when a shortage of semiconductors is still hurting auto production. Scott said, “Our intention is to build every hybrid we can.” And that could happen in 2023, he added – if Ford can sort out those pesky chips.

2022 Ford Maverick
The defector has a little bed in the shape of a truck, but is ready to do the work; (Photo/Paul Eisenstein)

You might find one: If you work at it

For those really desperate to get a Maverick—now—Scott confirmed that there are some dealers who have “a truck or two” sitting in stock. Most likely, these are customer requests that have fallen back. But you have to look seriously, and when the wayward Maverick comes along, they don’t last long.

Usually, merchants like to have enough stock in stock to cover 60 days of an order. With Maverick, it works 5 days, at best. Most of the trucks were gone within hours of stopping the truck into the showroom.

Discovering how to overcome the shortage of semiconductors helps explain why the Maverick Order Bank continues to be closed. The goal, according to Scott, is to reopen it “sometime this summer.”

How the maverick demand will hold up in the long run remains to be seen. But there is plenty of evidence that the compact truck segment will have legs, according to analysts. There is a lot of speculation that others might try it market entry With competing offers.

2022 Ford Maverick
(Photo/Paul Eisenstein)

Where do buyers come from

From a marketing perspective, Ford certainly has reason to be happy. Not only is there a host of potential customers waiting to order the truck – a rarity in today’s auto market – but the Maverick is attracting the kind of buyers that automakers crave.

A full third of buyers so far fall into the 18 to 44 age group. In the long run, Ford hopes they’ll migrate to the Ranger and even full-size (and highly profitable) Pickup F-150.

Maverick sales, not surprisingly, are strongest in markets where those big trucks usually perform better. California, Texas, Michigan and Florida top the list according to data analyzed by S&P Global Mobility.

As for where the buyers come from, 80% are first-time truck buyers, Scott noted. Meanwhile, Ford has another reason to be satisfied with Maverick, as 60% of its customers are “conquests” coming from other brands. Toyota is the most popular trade so far, followed by Chevrolet And Honda.

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