Ford attracts youthful and extra feminine consumers with new $20,000 Maverick pickup


Rebecca and Shane Phillips, of California, pose in entrance of their automotive assortment, together with their new 2022 Ford Maverick.

Shane Phillips

Rebecca and Shane Phillips are accustomed to getting seems when driving round California of their 1985 Mercury Colony Park or 1978 Lincoln Continental with longhorns on the entrance. However the latest head turner of their assortment has been considerably surprising.

“The seems we’re getting are fairly neat. Everyone I’ve run into they’re like, ‘I’ve by no means seen one thing like this,'” mentioned Rebecca, 31. “It is at all times enjoyable to drive by and any individual will get shocked about what it truly is and what it seems like.”

It isn’t a traditional car, sports activities automotive or electrical car. It is the brand new 2022 Ford Maverick, a small pickup truck that lately went on sale because the automaker’s least costly car in its complete lineup of vehicles and vehicles at about $20,000.

Whereas the car has solely been on sale for barely over a month, Ford Motor says the compact truck – in regards to the size of a Toyota full-size sedan however priced at far lower than that and lots of different smaller vehicles – is already succeeding in attracting new, youthful and extra cost-conscious consumers just like the Phillips’.

“We actually are seeing a brand new buyer coming into Ford. And that was actually our ambition with Maverick was to enchantment to a youthful, extra various buyer. And we’re definitely seeing that,” Todd Eckert, Ford truck advertising supervisor, informed CNBC.

Ford offered greater than 4,100 Mavericks in the course of the car’s first full month of gross sales in October. Eckert mentioned the corporate will proceed to ramp-up manufacturing of the truck on the automaker’s Hermosillo plant in Mexico.

Non-truck individuals

The significance of Maverick is not nearly gross sales, however in attracting new clients to Ford. It could act as a gateway car for patrons to step into bigger, pricier Ford pickups such because the midsize Ranger and full-size F-150.

Early Maverick consumers are skewing youthful and extra feminine than the historically male-dominated truck market, in keeping with Ford.

Ford mentioned 1 / 4 of the Maverick’s consumers are ladies in contrast with 84% being male for the full-size pickups, in keeping with J.D. Energy. The corporate experiences greater than 1 / 4 of consumers are also between 18 and 35 years outdated – double the trade common for that age group. The common age of a brand new car purchaser is 48, in keeping with J.D. Energy.

The Phillips’ mentioned they are not “huge truck individuals” and even new automotive individuals however they had been drawn to the Maverick due to its worth, options and gas financial system.

It is a related story for Christopher Molloy II, who bought a Maverick as his first new car in early October. He traded in a compact Chevy Cruze sedan for the pickup.

“I wasn’t first on the lookout for a Maverick. I did not understand it existed,” mentioned the 23-year-old Oregonian. “I used to be on the lookout for extra SUV-type. I wasn’t actually anticipating to get a brand new truck as a result of they’re so costly till I noticed the Maverick was popping out.”

Ford shocked many with the Maverick’s low worth in addition to its normal 2.5-liter hybrid engine that may obtain greater than 40 mpg throughout metropolis driving. A Maverick with an non-obligatory 2.0-liter four-cylinder turbocharged engine that will get a mixed 26 mpg mixed, together with 30 mpg freeway and 23 mpg metropolis, begins at about $21,000.

The highest autos Maverick consumers additionally take a look at are different small pickups such because the Toyota Tacoma and Ford Ranger in addition to small crossovers and even the Honda Civic sedan, in keeping with auto analysis agency Edmunds.

‘Hit the goal’

The decrease pricing is a welcomed change for shoppers, as car costs attain file highs of roughly $44,000, together with a quickly rising providing of expensive pickup vehicles that may prime greater than $100,000.

“In 25 years of being on this enterprise, I do not know that I’ve seen a producer deliver a product out that hit the goal this nicely,” mentioned Derek Lee, normal supervisor of Lengthy McArthur Ford in Kansas. “What we’re seeing in consumers is a youthful purchaser. We’re seeing first-time automotive consumers. We’re having import automotive consumers.”

The early common worth clients are paying for the Maverick is $29,749, in keeping with Cox Automotive. That features sellers and clients deciding on greater priced trims and choices on the truck.

Lee mentioned his dealership has greater than 400 Mavericks on order. He mentioned preliminary demand is the best he is seen for the shop, which focuses on bigger Tremendous Responsibility pickups.

Retaining costs low

The Phillips’ and Molloy mentioned sellers did not mark up the value on their Mavericks, despite the fact that it is a new car and stock ranges at near-record lows as a consequence of an ongoing scarcity of semiconductor chips.

Some sellers, who can legally promote a automotive for no matter worth they select above the producer’s urged retail worth, or MSRP, have been exploiting the low stock ranges and marking up autos hundreds, if not tens of hundreds of {dollars}, in keeping with experiences and seller web sites.

The Maverick hasn’t been utterly freed from markups. Lee mentioned his dealership won’t mark up a Maverick if it is ordered by a buyer, but when somebody cancels their order and it goes on the seller lot, they’ve been pricing them about $2,500 over MSRP.

“If a car will get right here and any individual turns it down, sure, we take a look at what the market is. We nonetheless work to be the bottom worth available in the market,” Lee mentioned. “I do know there’s some on the market at $5,000 over, I do know there’s some on the market at $10,000 over. We felt like $2,500 over was a really, particularly reasonable worth.”

Eckert mentioned Ford cannot management how sellers worth their autos, however they’ve communicated to sellers the significance of pricing for this car and its goal clients.

“We have talked in regards to the total proposition and who these vehicles consumers are and the way we need to appeal to them,” he mentioned. “They management markup or no markup, however we really feel like affordability was one of many keys.”



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