Get in Line: Ford Maverick Order Books Reopen This Summer season

Not way back, the compact pickup market was written off for lifeless. Then the Ford Maverick got here alongside. Demand for the brand new truck has taken everybody — together with Ford — abruptly. The automaker is placing reservations on maintain because it struggles to spice up manufacturing.

Now, GearJunkie has realized, Ford is able to open up the order financial institution once more. However for those who’re searching for one, you’ll have to attend till someday in 2023, and the wait may very well be particularly lengthy for the high-mileage Maverick pickup.

The Compact Pickup Is Again!

Compact pickups have been all the fad when Child Boomers have been nonetheless studying to drive. By the tip of the Nineteen Eighties, nevertheless, they appeared to play out their welcome.

Subaru briefly tried its hand on the flip of the millennium, however weak demand doomed the little Baja, which was pulled from manufacturing in 2006. Now, nevertheless, a brand new era of consumers seems to be rediscovering compact vans thanks to 2 new choices that got here to marketplace for the 2022 mannequin 12 months.

“We’ve been very pleasantly stunned” by demand for the brand new Ford Maverick, advertising and marketing chief Trevor Scott informed GearJunkie throughout an interview. A lot taken abruptly, in reality, that reservations for the little pickup have been placed on maintain again in January.

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(Photograph/Paul Eisenstein)

Stong Demand, Particularly for Maverick Hybrid

Ford has been struggling to satisfy the orders already in hand. It delivered 19,245 vans through the first quarter of the 12 months — handily outselling the opposite compact mannequin, the Hyundai Santa Cruz, which reported gross sales of 8,400. The truth is, Maverick outsold the midsize Ford Ranger, which racked up 17,639 deliveries between January and March.

And Maverick gross sales proceed to speed up, with Ford promoting one other 9,500 in April.

Credit score the truck’s utility, flexibility, and affordability, in response to analysts. It begins at simply $19,995 — and that’s for the hybrid model that delivers a mixed gasoline economic system of 40 mpg.

At a time when the nationwide common worth for normal gasoline is over $4 that has generated important curiosity for the hybrid. The place Ford thought the gas-electric model would possibly account for 40% of general Maverick gross sales, the precise determine has climbed to 48% and will go even increased.

Ford needed to delay the launch of the hybrid mannequin and continues to be struggling to get all the required components at a time when the semiconductor scarcity continues to be taking part in havoc with automotive manufacturing. However “our intention,” stated Scott, “is to construct each hybrid we will.” That would occur, he added, in 2023 — if Ford can line up these pesky chips.

2022 Ford Maverick
Maverick has a tiny truck mattress, however is able to do work; (photograph/Paul Eisenstein)

You Would possibly Discover One: If You Work at It

For these really determined to get a Maverick — now — Scott confided that there are some sellers who’ve “a truck or two” sitting in stock. Most definitely, these are buyer orders which have fallen by way of. However you’ll should look arduous, and when a stray Maverick does are available, they don’t final lengthy.

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Usually, sellers wish to have sufficient stock in inventory to cowl 60 days of demand. With Maverick, it’s operating 5 days, at finest. And many of the vans are gone inside hours of when the truck pulls as much as a showroom.

Determining easy methods to work across the semiconductor scarcity helps clarify why the Maverick order financial institution stays closed. The purpose, in response to Scott, is to reopen it “someday this summer season.”

How demand for the Maverick will maintain up long-term stays to be seen. However there are many indicators that the compact truck section could have legs, in response to analysts. There’s loads of hypothesis that others might attempt to get into the market with competing choices.

2022 Ford Maverick
(Photograph/Paul Eisenstein)

The place Patrons Are Coming From

From a advertising and marketing perspective, Ford actually has motive to be happy. Not solely is there a line of potential clients ready to order the truck — a rarity in right now’s automotive market — however Maverick is attracting the form of consumers that carmakers crave.

Totally a 3rd of consumers to date fall into the 18-to-44-year-old demographic. Long run, Ford hopes they’ll migrate as much as Ranger and even the full-size (and extremely worthwhile) F-150 pickup.

Maverick gross sales, not surprisingly, are strongest in markets the place these massive pickups usually do finest. California, Texas, Michigan, and Florida are on the high of the checklist in response to information analyzed by S&P International Mobility.

As for the place consumers are coming from, totally 80% are first-time truck consumers, famous Scott. In the meantime, Ford has one more reason to be ok with Maverick, as 60% of its clients are “conquests” coming from different manufacturers. Toyota is essentially the most frequent trade-in to date, adopted by Chevrolet and Honda.

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