The 2022 Ford Maverick was a highly-coveted product from the moment it was revealed last year, leading to a large number of reservations and demand that far exceeded FoMoCo’s expectations – particularly the entry-level hybrid model. The Maverick’s biggest conquest is the Honda Civic, a vehicle that it doesn’t even directly compete with, thanks to the compact pickup’s impressive fuel efficiency and low price tag. And as it turns out, most 2022 Ford Maverick owners are first-time pickup buyers, too.
“What we are seeing is many of these customers are first time truck owners, we’re seeing roughly over 70 percent of these customers coming out of non truck segments,” Trevor Scott, Ford Maverick Marketing Manager, told Ford Authority executive editor, Alex Luft, in a recent interview.
As a whole, demand for the new Maverick has far exceeded supply. During its first four months on sale in 2021, Ford Maverick sales totaled 13,258 units in the U.S. During the first three months of 2022, Maverick sales totaled 19,245 units. This signals a ramp-up in terms of production, though Ford stopped taking orders for 2022 models earlier this year as demand quickly exceeded its production capacity.
As Ford Authority recently reported, FoMoCo expected around 40 percent of 2022 Maverick buyers to opt for the hybrid, which it reflected in its production mix, though that expectation was quickly surpassed, leading to a backlog of orders. At the same time, a number of other supply-constrained features and option packages have slowed down deliveries as well.
The Maverick has already earned Ford’s “Icon” status, cementing additional future variants as the compact pickup is outselling its big brother, the Ford Ranger. However, even after cutting off orders earlier this year, Ford may still be forced to push some 2022 Maverick orders to the 2023 model year, as Ford Authority recently reported.