Ford Authority

Ford Maverick Sales Dominate Hyundai Santa Cruz in Q1 2023

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 - Canada

In Canada, Ford Maverick deliveries totaled 1,415 units in Q1 2023, a decrease of about 27 percent compared to 1,933 units sold in Q1 2022.
MODEL Q1 2023 / Q1 2022 Q1 2023 Q1 2022
MAVERICK -26.80% 1,415 1,933

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

Alexandra is a Colorado-based journalist with a passion for all things involving horsepower, be it automotive or equestrian.

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  1. Joe E Layman

    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.

    1. Bosko

      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?

    2. Betty

      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

  2. Bill Byrne

    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!!

    1. Jerome Gage

      It’s worth the wait. I waited 18 months. I have the highbred. It really is all that and a canna beer🤓

  3. Melanie F

    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.

    1. Jerome Gage

      I waited 18 months it’s worth the wait. I promise

    2. Tim

      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.

  4. Bob

    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.

    1. Bosko

      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.

  5. DS

    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.

  6. Billy

    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.

    1. John

      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.

  7. Joe

    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.

  8. Papa Oz

    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.

  9. Fordmav

    The maverick outsold every mid size truck besides the Tacoma. Clearly sign another compact truck is wanted and needed.

  10. Don LeQuire

    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.

  11. Mike Cee

    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!

    1. Jerome Gage

      You’re going to love it! I guarantee it🥰

  12. ROCKY

    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.

  13. Edward de Jong

    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.

  14. Betty

    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??

  15. Jb

    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.

  16. Jerome Gage

    Don’t do it! The Ford maverick hybrid is the coolest vehicle I’ve ever driven. It glides so smoothly down the road it’s amazing. After driving my Maverick and hopping into any other car with a regular automatic transmission? They all feel like crap compared to the Maverick. The ECVT is amazing I love it. Nothing like it! I waited 18 months it was worth the wait! I can’t say enough good things about that vehicle. It rides smooth as silk. I’ve worked on vehicles my whole life since I was 10 years old and this is the smooth riding vehicle I’ve ever been in and down.

  17. Carl

    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!

  18. Bob

    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

  19. Karen

    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.


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