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Ford Maverick Sales Double That Of Hyundai Santa Fe In Q2 2023

By Alexandra Purcell

August 7, 2023 4:49 pm

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Ford Maverick sales increased in the United States while decreasing in Brazil, Argentina and Mexico during the second quarter of 2023.

Ford Maverick Sales - Q2 2023 - United States

In the United States, Ford Maverick deliveries totaled 21,021 units in Q2 2023, an increase of about 8 percent compared to 19,508 units sold in Q2 2022.

In the first six months of the year, Maverick sales increased about 10 percent to 42,499 units.
MODEL Q2 2023 / Q2 2022 Q2 2023 Q2 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
MAVERICK +7.76% 21,021 19,508 +9.67% 42,499 38,753

Ford Maverick Sales - Q2 2023 - Mexico

In Mexico, Ford Maverick deliveries totaled 559 units in Q2 2023, a decrease of about 9 percent compared to 617 units sold in Q2 2022.

In the first six months of the year, Maverick sales decreased about 24 percent to 1,097 units.
MODEL Q2 2023 / Q2 2022 Q2 2023 Q2 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
MAVERICK -9.40% 559 617 -23.55% 1,097 1,435

Ford Maverick Sales - Q2 2023 - Brazil

In Brazil, Ford Maverick deliveries totaled 276 units in Q2 2023, a decrease of about 34 percent compared to 419 units sold in Q2 2022.

In the first six months of the year, Maverick sales decreased about 4 percent to 727 units.
MODEL Q2 2023 / Q2 2022 Q2 2023 Q2 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
MAVERICK -34.13% 276 419 -3.58% 727 754

Ford Maverick Sales - Q2 2023 - Argentina

In Argentina, Ford Maverick deliveries totaled 748 units in Q2 2023, a decrease of about 29 percent compared to 1,055 units sold in Q2 2022.

In the first six months of the year, Maverick sales increased about 46 percent to 1,832 units.
MODEL Q2 2023 / Q2 2022 Q2 2023 Q2 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
MAVERICK -29.10% 748 1,055 +45.51% 1,832 1,259

Competitive Sales Comparison (USA)

Ford Maverick sales saw a decent 8 percent uptick to 21,021 units during Q2 2023, maintaining its segment-best performance over its singular competitor in the space, the Hyundai Santa Cruz, which finished a distant second with 10,743 units, up 10 percent year-over-year.

Sales Numbers - Compact Pickups - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 Q2 23 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
FORD MAVERICK +7.76% 21,021 19,508 66% +9.67% 42,499 38,753
HYUNDAI SANTA CRUZ +9.59% 10,743 9,803 34% +10.15% 20,050 18,203
TOTAL +8.37% 31,764 29,311 +9.82% 62,549 56,956

From a segment share standpoint, Ford Maverick sales once again dominated with 66 percent segment share, while the Santa Cruz managed to earn 34 percent.

Overall, the compact pickup segment increased eight percent to 31,764 units, meaning Ford Maverick sales were right on par 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 - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 Q2 23 SHARE Q2 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
TOYOTA TACOMA +14.06% 63,262 55,466 47% 39% +7.54% 116,845 108,648
NISSAN FRONTIER -17.09% 17,213 20,761 13% 14% -20.91% 34,139 43,166
JEEP GLADIATOR -34.03% 13,751 20,845 10% 15% -29.49% 27,326 38,757
CHEVROLET COLORADO -11.50% 19,909 22,497 15% 16% -24.95% 33,165 44,190
FORD RANGER -22.12% 12,618 16,201 9% 11% -28.73% 24,118 33,840
GMC CANYON -10.57% 6,708 7,501 5% 5% -14.18% 11,724 13,661
TOTAL -6.85% 133,461 143,271 -12.38% 247,317 282,262

The midsize mainstream pickup segment shrank seven percent during Q2 2023, accounting for 133,461 sales. Of that, the Ford Ranger moved for 12,618 sales, severely underperforming the Maverick as Ford continues to prioritize production of the Ford Bronco over the Ranger at its Michigan Assembly Plant. Production of the 2023 Ford Ranger is also winding down to make way for the next-generation pickup.

The Ford Authority Take

Ford Maverick sales reflect serious demand for the compact pickup amid gradually improving supply. In fact, production skyrocketed in May 2023, during which FoMoCo added a third shift at the Hermosillo Assembly plant to increase availability of the vehicle. However, despite the boost in production, it may not be enough to pace demand for the compact pickup, according to FoMoCo CEO Jim Farley, who expressed concerns about the automaker’s underestimation about how popular the Maverick would be.

Additionally, the 2023 Ford Maverick hybrid is still constrained, meaning that it may be a better decision to opt for the 2.0L EcoBoost I4 as opposed to the the 2.5L hybrid driveline.

It’s possible that attractive updates and changes to the Maverick for the 2023 model year have contributed to its sustained popularity. 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

By Alexandra Purcell

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

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Comments

  1. Bob

    Didn’t Nisan or was it Datsun at the time have one of the first small trucks. It it wasn’t for rust that thing would last forever.

    Reply
  2. Dave

    If Hyundai would offer their truck in a hybrid and cut the price $4K, Ford would find themselves with half the volume they have now. People are voting with their wallets. I also agree, Ford doesn’t want to sell as many Mavericks as we want to buy, they want to sell overpriced overweight F150’s

    Reply
  3. Gary . Virginia.

    I can’t help but to agree.

    Reply

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