From the day the 2022 Ford Maverick was revealed earlier this year, FoMoCo admitted that it was clear that owners of now-discontinued Blue Oval sedans and first-time truck buyers were very interested in the new compact pickup. This came as no surprise given the Maverick’s sub-$20k MSRP and impressive fuel economy, and now, the automaker has revealed via its October sales report that the pickup has thus far proven to be a massive hit with Millennials and Gen Z as well.
According to the automaker, more than one-quarter of 2022 Ford Maverick buyers thus far are between the age of 18 and 35 – more than double the overall industry rate of 12 percent for that age group. Considering the fact that the Maverick is cheaper than its chief rival – the Hyundai Santa Cruz – and even the 2022 Honda Civic, it’s truly no wonder why younger folks are flocking to the compact pickup in droves.
Another appealing aspect of the Maverick is the fact that it was designed to be easily customizable, a fact recently demonstrated via an interesting “Hack Your Maverick” video showing how to perform a couple of DIY projects on the pickup, including installing bed lighting and an air compressor, which the automaker believes will help it win over younger customers who are on a tight budget.
Ford believes that these factors will also eventually make the Maverick one of its “Icons,” a vehicle that could eventually spawn its own line of merchandise, clubs, and online forums dedicated to the compact pickup. If so, the Maverick would join Ford’s existing Icons, which include the Ford F-150, Ford Mustang, Ford Bronco, Ford Explorer, Ford Transit, and Ford Ranger.