A full decade after discontinuing the then-compact Ford Ranger, FoMoCo is giving the segment another try with the brand new 2022 Ford Maverick, which was just revealed earlier this week. The numbers revolving around the new model are certainly impressive – an estimated 40 miles-per-gallon in the city and a $19,995 starting MSRP for the base model. But it appears that CEO Jim Farley has even bigger plans for the pickup, including a possible future Ford Maverick EV and a whole family of other variants.
In a recent interview with the New York Times, Farley “expressed confidence that the Maverick would be a hit, saying he could envision Ford producing a family of Maverick variants, including an electric model.”
“The electrification of the industry is a big change, and I think it wasn’t clear until we launched Lightning and Mach-E that Ford was going to be a winner in this new electric reality,” Farley said. “Now investors are betting on Ford, and what they’re telling me is, ‘The strategy is attractive, Go execute it, Farley.'”
This news doesn’t come as a huge surprise, given the intense focus Ford has placed on EVs since Farley took over the helm of the automaker last fall. Aside from launching the Ford Mustang Mach-E and revealing the Ford F-150 Lightning and Ford E-Transit, the automaker has also opened its first battery research and development center, created a battery production joint venture, is working on a pair of new EV platforms and a next-gen power system called IonBoost, and is partnering with Volkswagen to produce one or two European EVs on the latter’s MEB platform.
In addition to a Ford Maverick EV, Farley also mentions that the pickup could eventually spawn an entire family of its own. This is similar to the automaker’s sub-brand strategy with the Ford Bronco and Ford Bronco Sport, as well as the Ford Mustang and Mach-E and the newly-announced Ford Icons lineup.
Ultimately, only time will tell if the Maverick is successful enough to warrant additional variants, let alone an entire family. But it’s clear that Farley is quite confident that buyers will once again gravitate toward the compact pickup like they once did, years ago.