Ford attracts young shoppers and women with new $ 20,000 Maverick pickup

Rebecca and Shane Phillips from California pose in front of their collection of cars, including the new 2022 Ford Maverick.

Shane Phillips

Rebecca and Shane Phillips are used to driving through California in their 1985 Mercury Colony Park or 1978 Lincoln Continental with longhorns in front. But the new thug in their collection was somewhat unexpected.

“We get pretty graceful images. Everyone I come across says, “I’ve never seen anything like it,” said 31-year-old Rebecca. “It’s always fun to drive by and someone is surprised. about what it really is and how it looks. “

This is not a classic car, sports car, or electric car. This is the new 2022 Ford Maverick, a small pickup truck that recently went on sale as the automaker’s cheapest vehicle in its entire line of cars and trucks, priced at around $ 20,000.

While the car went on sale for just over a month, Ford Motor says the compact truck – about the length of a full-size Toyota sedan but at a price far below this and many other small cars – is already successfully attracting new, younger and more thrifty buyers. such as Philips.

“We are really seeing a new customer coming to Ford. And that really was our goal. We had to attract younger and more diverse clients. And we are definitely seeing that, ”said Todd Eckert, Ford Truck Marketing Manager. CNBC.

Ford sold over 4,100 Mavericks in its first full month of vehicle sales in October. Eckert said the company will continue to ramp up production of trucks at the Hermosillo plant in Mexico.

People who are not trucks

The Phillips said they were not “big truck people” or even new car enthusiasts, but they were attracted to the Maverick because of its price, performance and fuel economy.

It’s the same with Christopher Molloy II, who acquired the Maverick as his first new car in early October. He traded the Chevy Cruze compact sedan for a pickup truck.

“This isn’t my first time looking for Maverick. I didn’t know it existed, ”said the 23-year-old Oregon resident. “I was looking for a more SUV. I really didn’t expect to get a new truck because they are so expensive until I saw Maverick coming out. “

Ford surprised many with the Maverick’s low price tag as well as its standard 2.5-liter hybrid engine that can hit over 40 mpg on city driving. With the optional 2.0-liter turbocharged four-cylinder, which adds up to 26 mpg, including 30 mpg on the highway and 23 mpg in the city, the Maverick starts at around $ 21,000.

Top Maverick buyers are also looking at other small pickups like the Toyota Tacoma and Ford Ranger, as well as small crossovers and even the Honda Civic sedan, according to research firm Edmunds.

‘Hit the mark’

The price cut is a welcome change for consumers as car prices hit record highs of around $ 44,000, including a rapidly growing supply of expensive pickup trucks that could cost more than $ 100,000.

“In my 25 years in this business, I don’t know of a single manufacturer that has made a product that is so well suited to its purpose,” said Derek Lee, general manager of Long McArthur Ford in Kansas. “What we see in customers is a younger customer. We see new car buyers. We have buyers for imported cars. “

The first average price buyers pay for the Maverick is $ 29,749, according to Cox Automotive. This includes dealers and customers looking for more expensive trims and options for the truck.

Lee said the dealer has an order for over 400 Mavericks. He said initial demand is the highest he has seen for a store specializing in larger Super Duty pickups.

Keeping prices low

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