Ford Maverick sales increased in the United States, Brazil and Argentina while decreasing in Mexico during the first quarter of 2023.
Ford Maverick Sales - Q1 2023 - United States
In the United States, Ford Maverick deliveries totaled 21,478 units in Q1 2023, an increase of about 12 percent compared to 19,245 units sold in Q1 2022.| MODEL | Q1 2023 / Q1 2022 | Q1 2023 | Q1 2022 |
|---|---|---|---|
| MAVERICK | +11.60% | 21,478 | 19,245 |
Ford Maverick Sales - Q1 2023 - Mexico
In Mexico, Ford Maverick deliveries totaled 538 units in Q1 2023, a decrease of about 34 percent compared to 818 units sold in Q1 2022.| MODEL | Q1 2023 / Q1 2022 | Q1 2023 | Q1 2022 |
|---|---|---|---|
| MAVERICK | -34.23% | 538 | 818 |
Ford Maverick Sales - Q1 2023 - Brazil
In Brazil, Ford Maverick deliveries totaled 282 units in Q1 2023, an increase of about 321 percent compared to 67 units sold in Q1 2022.| MODEL | Q1 2023 / Q1 2022 | Q1 2023 | Q1 2022 |
|---|---|---|---|
| MAVERICK | +320.90% | 282 | 67 |
Ford Maverick Sales - Q1 2023 - Argentina
In Argentina, Ford Maverick deliveries totaled 1,071 units in Q1 2023, an increase of about 455 percent compared to 193 units sold in Q1 2022.| MODEL | Q1 2023 / Q1 2022 | Q1 2023 | Q1 2022 |
|---|---|---|---|
| MAVERICK | +454.92% | 1,071 | 193 |
Competitive Sales Comparison (USA)
Ford Maverick sales saw a modest 12 percent uptick to 21,478 units during Q1 2023. The performance enabled the Maverick to continue in its first place position in a segment of two, with its only competitor, the Hyundai Santa Cruz, finishing a distant second with 9,307 units, up a similar 11 percent year-over-year.
Sales Numbers - Compact Pickups - Q1 2023 - USA
| MODEL | Q1 23 / Q1 22 | Q1 23 | Q1 22 | Q1 23 SHARE |
|---|---|---|---|---|
| FORD MAVERICK | +11.60% | 21,478 | 19,245 | 70% |
| HYUNDAI SANTA CRUZ | +10.80% | 9,307 | 8,400 | 30% |
| TOTAL | +11.36% | 30,785 | 27,645 |
From a segment share standpoint, Ford Maverick sales once again dominated with 70 percent segment share, while the Santa Cruz managed to earn 30 percent.
The compact pickup segment increased 11 percent to 30,785 units, meaning Ford Maverick sales were in line with the segment average.
For the sake of context, below, we’ve provided sales data for midsize pickup trucks. While these pickups technically slot in at one segment above the Maverick, there is often cross-shopping between the two segments.
Sales Numbers - Midsize Mainstream Pickup Trucks - Q1 2023 - USA
| MODEL | Q1 23 / Q1 22 | Q1 23 | Q1 22 | Q1 23 SHARE | Q1 22 SHARE |
|---|---|---|---|---|---|
| TOYOTA TACOMA | +0.75% | 53,583 | 53,182 | 47% | 38% |
| NISSAN FRONTIER | -24.45% | 16,926 | 22,405 | 15% | 16% |
| JEEP GLADIATOR | -24.21% | 13,575 | 17,912 | 12% | 13% |
| CHEVROLET COLORADO | -38.89% | 13,256 | 21,693 | 12% | 16% |
| FORD RANGER | -34.80% | 11,500 | 17,639 | 10% | 13% |
| GMC CANYON | -18.57% | 5,016 | 6,160 | 4% | 4% |
| TOTAL | -18.08% | 113,856 | 138,991 |
The midsize mainstream pickup segment contracted 18 percent during Q1 2023, accounting for 113,856 sales. Of that, the Ford Ranger accounted for 11,500 sales, severely underperforming the Maverick as Ford continues to prioritize the Ford Bronco over the Ranger at its Michigan Assembly Plant.
The Ford Authority Take
Ford Maverick sales continue to prove that The Blue Oval’s compact pickup is a runaway success, once again outselling the only competitor in its segment more than two-fold. Looking ahead, FoMoCo is adding a third shift at the Hermosillo Assembly plant in Mexico starting in July 2023 to be able to better meet demand for the Maverick.
The Maverick has thus far attracted more retail buyers than commercial customers, and pre-owned units of the Maverick are often more expensive than their new counterparts, potentially driving more customers to pick up a new Maverick out of dealer stock rather than through the used car market.
The 2023 Maverick brought minor changes and updates to the Maverick. Perhaps the most notable addition was that of the Tremor Off-Road Package, which adds quite a few off-road-ready mechanical and equipment upgrades to the pickup right off the showroom floor. The new Tremor Package should continue to drive demand for the already highly sought-after model.
About The Numbers
- All percent change figures compared to Ford Maverick sales for Q1 2022, unless noted otherwise
- In the United States, there were 75 selling days in Q1 2023 and 75 selling days in Q1 2022
- Ford Motor Company Q1 2023 sales reports:
- Ford Motor Company sales Q1 2023Â U.S.A
- Ford sales Q1 2023 U.S.A. (Ford brand)
- Lincoln sales Q1 2023 U.S.A.
- Ford Motor Company sales January 2023Â U.S.A.
- Ford Motor Company sales February 2023 U.S.A.
- Ford Motor Company sales March 2023 U.S.A.
- Ford China sales Q1 2023
- Ford Motor Company Canada sales Q1 2023
- Ford Canada sales Q1 2023
- Lincoln Canada sales Q1 2023
- Ford Motor Company Argentina sales Q1 2023
- Ford Argentina sales January 2023Â (Ford brand)
- Ford Argentina sales February 2023Â (Ford brand)
- Ford Argentina sales March 2023Â (Ford brand)
- Ford Motor Company Brazil sales Q1 2023
- Ford Brazil sales January 2023Â (Ford brand)
- Ford Brazil sales February 2023Â (Ford brand)
- Ford Brazil sales March 2023Â (Ford brand)
- Ford Motor Company Mexico sales Q1 2023
- Ford Motor Company sales Q1 2023Â U.S.A
Comments
Just a sugestion, if sales are up, why not ship more to USA. I waited 6 months for mine, only to be disapointed by the fact that I actually have to carry my smart phone with me to be able to use almost anything in the truck. Not particulary enamored with the switch for changing the transmission (gears) , and I’m accustomed to being able to listen to my radio. Guess where you can shove that serious junk you rattle my home phone about every day since I took delivery.
Can you expand on this? What do you mean you have to carry your phone to use almost everything in the truck? Do you mean using Apple CarPlay or Android?
You were lucky to nly wait 6 months. Is it a hybrid or gas only. We are on8 months and no sign of getting ours
I’m betting that rural areas have a big impact on Maverick sales. In my area, which is highly touristy and resident retirees, I see a half dozen Santa Cruz a week and hardly any Mavs.
waited 17 months NOW its getting built !!! AFTER I buy a santa cruz in Jan.!!! we dont think we will buy it ,we shall see!!
It’s worth the wait. I waited 18 months. I have the highbred. It really is all that and a canna beer🤓
I wish there was more transparency with Ford and their customers. These numbers do not mean much to me. We were told that Ford took 86,000 Maverick orders last fall. We are told that they are adding another shift of workers at the plant. But what I’m not seeing is just how many are being made and shipped out. It would be helpful to know that “x” amount of trucks were made each week or each month. I don’t mind waiting for my truck. I met someone who waited 9 months for their truck and another person who waited 16 months. It would be reassuring to know that they took 86,000 orders because they know they can fulfill all of them within a certain time frame.
I waited 18 months it’s worth the wait. I promise
The math is in the article. They sold 21,478 units I the first quarter in the US. You can assume production is increasing as the supply chain is improving. I’m expecting my order will be filled mid summer based on when I placed it.
In 1966 Ford made 500,000 Mustangs. That’s 125k per quater. Tell me they aren’t slow waking the Maverick and many other cars. Pretty sad they hate their customers that much. Many are still waiting.
Bob you can’t compare a vehicle being built today with a vehicle that was being built over 50 years ago. So much more goes into a vehicle now, plus Ford has many more models wing built. I don’t think it’s a conspiracy.
After 16 months waiting on a fully loaded Maverick I gave up and purchased a Honda Ridgeline. The Ridgeline out sold the Ranger and Canyon in Q1 of 2023 with 12,918 sold and 42,762 sold in 2022.
One of the fortunate ones, I suppose. I ordered mine Sept ’22 and just got an email that the build date is the week of June ’23. What is frustrating is that the emails all along have said that the delays are due to shortages of parts. Well, guess what, I ordered the base XL with the only add-ons being a full sized spare, and a trailer hitch receiver and the 4 wire receiver. All the other trucks they have built and shipped could have filled my order (with the right color, of course), so I hate the deceptive emails saying the delay is due to constrained parts.
I don’t think you have a grasp of how this works. You’re truck is actually ahead of the vast majority of the builds. Production on the 2023’s didn’t even begin until the end of December 2022. If you thought they were building the 2023 Maverick in September, someone misinformed you.
I ordered in July of 2021 and had mine in 13 weeks, dealer let me keep my trade in for 10 weeks, so for 3 weeks I used my other car. Couldn’t have gone smoother, plus they took X-plan and $750 college grad rebate.
I ordered along with the other 86,000 in September and I also just received my production date of approx May 26. Mine is fully loaded so I’m hoping it comes. I agree that Ford has not done a great job of informing their customers, but I’m still excited to get mine. Hoping for actual delivery sometime in June. P.S. I did see production figures for 1st quarter. 21,000. so that bodes well for filling all orders especially when the 3rd shift comes on line.
The maverick outsold every mid size truck besides the Tacoma. Clearly sign another compact truck is wanted and needed.
I ordered my lariat maverick sept 2022 received it Jan 2023 ford sent emails almost every month. I had no problems with getting my truck.
After waiting 208 days, my XL hybrid will go into production on May 29. Hopefully I will get it before July 4. If Ford made 200,000/year, they would sell every truck!
You’re going to love it! I guarantee it🥰
I ordered my XL with hitch the first day the 23 order banks opened. I’m told my build date is the week of April 24. Guess the XLT & LARIAT took priority over the base XL.
Ford always sells the best trucks in the world. This is why the Maverick is in short supply. But don’t buy the competition , especially the Santa Cruz. It was probably made with kimchi.
Ford is prioritizing the Bronco Sport in the factory, which is why the Maverick is so delayed. The 3rd shift will help enormously, and hopefully i can order one in October 2023 when they open the order banks again.
It’s one of the most enjoyable products Ford has made in a long time. People love the fact that you can lean over the bed and get stuff out. The F150 is too big for most of us. I wouldn’t mind an even smaller truck frankly.
We ordered in Sept and have not received any build date. When speaking to the dealer I was told they are making all the gas ones first before the hybrids??
This is simple math…the Maverick is cheap!! A lot of these units are prolly generating very little income to Ford because they are XL or XLT hybrids…
The Maverick also serves as the entry level model into Ford’s line up…
BUT pause for a second – Hyundai still has a full vehicle line up with many entry level vehicles, so people have a choice when they walk into a Hyundai dealer.
Ordered a ‘22 Maverick Lariat hybrid (with all bells and whistles but had to delete bed cover ) on September 2021. Received a 2023 in March 2023, which was price protected. Had not one word from Ford all that time, however, it was definitely worth the wait!
Who are people buying a truck if they can wait over a year to get it? Then the horror stories of markups and extras added on. Not sure why people don’t just quit buying ford
I ordered my maverick hybrid 9/22 took delivery March of 2023.
Ordered it with spray in bedliner, hitch and hard mats. My dealer moved me to priority 10 and once that happened I got a build date 2 weeks later.