Ford Maverick sales increased in the United States while decreasing in Brazil, Argentina and Mexico during the second quarter of 2023.
| MODEL | Q2 2023 / Q2 2022 | Q2 2023 | Q2 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| MAVERICK | +7.76% | 21,021 | 19,508 | +9.67% | 42,499 | 38,753 |
| MODEL | Q2 2023 / Q2 2022 | Q2 2023 | Q2 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| MAVERICK | -9.40% | 559 | 617 | -23.55% | 1,097 | 1,435 |
| MODEL | Q2 2023 / Q2 2022 | Q2 2023 | Q2 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| MAVERICK | -34.13% | 276 | 419 | -3.58% | 727 | 754 |
| MODEL | Q2 2023 / Q2 2022 | Q2 2023 | Q2 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| MAVERICK | -29.10% | 748 | 1,055 | +45.51% | 1,832 | 1,259 |
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.
| 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.
| 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.
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.
A fairly neutral palette this year.
Plenty of ponies, but enough to outrun rivals?
A nice and basic example of the compact pickup.
View Comments
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.
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
I can't help but to agree.
BINGO. We don't want to sell Trucks you can afford.
I do think Ford management made a decision to not invest in increasing Maverick numbers in favor of other production and projects. The Ford dealers are benefiting by those huge “market Adjustment” markups .