The 2022 Ford Maverick has already proven to be a hit among prospective buyers, racking up over 100,000 reservations in just a few weeks and attracting the interest of first-time truck shoppers as well as current sedan owners. Much of this is due to the fact that the Maverick features a sub-$20k starting price and a very impressive estimated 40 city miles-per-gallon rating for the base hybrid model. However, it’s worth wondering if the 2022 Ford Maverick might sway more than a few Ford Ranger buyers, given these appealing qualities, though it doesn’t appear that FoMoCo is worried about that happening.
“It’s a similar question that we faced just a few years ago when we brought Ranger back to market, is that going to cannibalize F-150 sales?” Ford Maverick Marketing Manager, Trevor Scott, told Ford Authority Executive Editor, Alex Luft, in a recent interview.
“We’ve actually seen both trucks do really well alongside each other. And given the different target customer that we’re after here, there’s going to be some level of cross-shop which is inevitable. But the Ranger customer wants to take their truck off-roading, the most capable truck possible – that’s the customer that we’re after with Ranger. But the Maverick, we’re looking at a lot of sedans, small SUV customers – and that’s why we feel like it’s an opportunity to grow the overall truck business.”
While the Maverick may not affect Ranger sales in any impactful way, it will be interesting to see if the new compact pickup eats into Ford EcoSport or Ford Escape sales. These crossovers feature starting prices of $20,395 and $25,555, respectively, which is fairly equal to and a bit more expensive than the Maverick, even with some options added in.
All of these vehicles offer seating for five, though the Maverick’s cargo space is an open bed in place of an enclosed cargo area, though it can be easily sealed off with the addition of a bed cover or cap. Throw in the fact that the Maverick offers superior fuel economy in base form, and there’s certainly a possibility that it may cannibalize some sales from Ford’s smaller crossovers in the coming months and years.