Ford Authority

Ford Maverick Lariat Gets Price Cut In Brazil

The Ford Maverick has thus far proven to be a massive hit not only in the U.S. – but also Brazil, where The Blue Oval has been working on retooling its lineup after shuttering manufacturing operations in the South American country years ago. Along with its full-size brother, the Ford F-150, the Ford Maverick arrived in Brazil last year, while the coveted hybrid variant joined it this past April, and both have racked up their fair share of accolades since then. However, the Ford Maverick was just treated to a price cut in that particular market as well, which is surprising for a number of reasons.

It is worth noting that this price cut only applies to one specific configuration – the Maverick Lariat FX4 – as that particular model now starts out at R$224,890 ($46,148 USD), which is R$20,000 ($4,104 USD) less than before. This particular model is not equipped with the red-hot hybrid powertrain, but rather, the turbocharged Ford 2.0L I-4 EcoBoost engine, along with all-wheel drive and the optional FX4 Off-Road Package – not exactly the most coveted combination available.

However, it’s still notable that Ford has chosen to give this particular Maverick a price cut in Brazil, given the fact that it recently treated the same model to a price increase in the U.S. As Ford Authority reported just a couple of weeks ago, Maverick prices increased for the 2024 model year across the board, with the XL getting $805 more expensive, the XLT going up by $1,460, and the Lariat increasing by $270.

Additionally, the no-longer-standard hybrid powerplant is a $1,500 option, while the Tremor Off-Road Package got a $500 price increase to boot. Coupled with the fact that the Ford Maverick continues to rank among the new vehicles selling for the most money over its MSRP – thanks to copious dealer markups – and it’s even more surprising that any model in the lineup has gotten cheaper rather than more expensive.

We’ll have more on the Maverick soon, so be sure and subscribe to Ford Authority for more Ford Maverick news and continuous Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. MF

    I don’t know based on what numbers they used to say that the Ford Maverick is a success in Brazil! In fact, the model can be considered a great commercial failure, considering that it is imported from Mexico, a country with which Brazil has an automotive free trade agreement.
    According to official Brazilian data, Maverick sold only 920 units in the first half of 2023. As a comparison, the much more expensive Ram 1500 (961 units) and 3500 (2,329 units), were more successful.
    Perhaps this failure is one of the reasons why Ford has reduced the prices of the model. In addition to the price reduction of the Lariat version equipped with a 2.0 turbo engine, Ford also reduced the price of the Lariat version equipped with a 2.5 hybrid engine, which now costs R$ 234,890 ($48,198) , that is, R$ 10,000 ($2,051) less than than at launch.


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