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Ford Maverick Sales Once Again Crush Santa Cruz In Q4 2023

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

Ford Maverick Sales - Q4 2023 - United States

In the United States, Ford Maverick deliveries totaled 27,628 units in Q4 2023, an increase of about 22 percent compared to 22,568 units sold in Q4 2022.

During the complete 2023 calendar year, Maverick sales increased about 26 percent to 94,058 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
MAVERICK +22.42% 27,628 22,568 +26.47% 94,058 74,370

Ford Maverick Sales - Q4 2023 - Mexico

In Mexico, Ford Maverick deliveries totaled 788 units in Q4 2023, an increase of about 163 percent compared to 300 units sold in Q4 2022.

During the complete 2023 calendar year, Maverick sales increased about 3 percent to 2,345 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
MAVERICK +162.67% 788 300 +2.58% 2,345 2,286

Ford Maverick Sales - Q4 2023 - Brazil

In Brazil, Ford Maverick deliveries totaled 511 units in Q4 2023, an increase of about 122 percent compared to 230 units sold in Q4 2022.

During the complete 2023 calendar year, Maverick sales increased about 20 percent to 1,654 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
MAVERICK +122.17% 511 230 +19.68% 1,654 1,382

Ford Maverick Sales - Q4 2023 - Argentina

In Argentina, Ford Maverick deliveries totaled 1,082 units in Q4 2023, an increase of about 1,424 percent compared to 71 units sold in Q4 2022.

During the complete 2023 calendar year, Maverick sales increased about 61 percent to 3,468 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
MAVERICK +1,423.94% 1,082 71 +61.38% 3,468 2,149

Competitive Sales Comparison (USA)

Ford Maverick sales experienced a healthy 22 percent uptick to 24,628 units during Q4 2023, maintaining its segment-best performance over its singular competitor in the space, the Hyundai Santa Cruz, which once again finished a distant second with 7,592 units, down 22 percent year-over-year.

Sales Numbers - Compact Pickups - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 Q4 23 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
FORD MAVERICK +22.42% 27,628 22,568 78% +26.47% 94,058 74,370
HYUNDAI SANTA CRUZ -21.55% 7,592 9,677 22% +0.53% 36,675 36,480
TOTAL +9.23% 35,220 32,245 +17.94% 130,733 110,850

From a segment share standpoint, Ford Maverick sales once again dominated with 78 percent segment share, while the Santa Cruz accounted for the remaining 22 percent.

Overall, the compact pickup segment increased nine percent to 35,220 units, meaning Ford Maverick sales outperformed 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 - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 Q4 23 SHARE Q4 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
TOYOTA TACOMA -10.36% 55,087 61,451 57% 45% -1.08% 234,768 237,323
CHEVROLET COLORADO -39.83% 12,396 20,602 13% 15% -20.31% 71,081 89,197
NISSAN FRONTIER -38.28% 12,240 19,830 13% 15% -23.69% 58,135 76,183
JEEP GLADIATOR -22.33% 13,660 17,587 14% 13% -29.11% 55,188 77,855
FORD RANGER -92.24% 831 10,712 1% 8% -43.28% 32,334 57,005
GMC CANYON -51.51% 3,107 6,408 3% 5% -19.27% 22,458 27,819
TOTAL -28.75% 97,321 136,590 -16.17% 473,964 565,382

The midsize mainstream pickup segment shrank 29 percent during Q4 2023, accounting for 97,321 sales. Of that, the Ford Ranger accounted for just 831 sales, severely underperforming the Maverick as production remains severely constrained at the Michigan Assembly Plant.

The Ford Authority Take

Ford Maverick sales continue to reflect the compact pickup’s popularity and improving supply situation at the dealer level. In fact, Maverick production, which is handled at the Hermosillo Assembly plant increased ever-so-slightly between October and November, a good sign – at least until it decreased slightly in December.

Sales of the Maverick will likely continue at a brisk pace in the coming months, as the hybrid model was recently recognized as being one of the most satisfying cars on the market today for the third time in a row. To that end, it was also recognized as the best-selling hybrid pickup throughout 2023. However, for the 2024 model year, the 2.5L hybrid engine setup is no longer standard, and has been replaced by the 2.0L EcoBoost I4 engine as the default powertrain.

Even so, expect Ford Maverick sales to continue to dominate that of the Santa Cruz, assuming that supply can continue to pace demand.

  • All percent change figures compared to Ford Maverick sales for Q4 2022, unless noted otherwise
  • In the United States, there were 76 selling days in Q4 2023 and 78 selling days in Q4 2022

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. Randy p.

    Why, the Santa Cruz is a much nicer truck. Way nicer interior and plenty of power. Maverick sales include a lot of fleet sales

    Reply
    1. greg grafton

      if it aint a ford it aint a truck

      Reply
  2. Rich McDonough

    It’s MPG (Hybrid) & Entry level price that makes the difference. Least expensive compact p/u truck (Less than $30k) that you can buy & get 40mpg (Hybrid) Even eco boost gets great MPG 30MPG avg That’s why I bought the Ford Maverick Hybrid after comparing them all.

    Reply
  3. Eddie

    I’m glad that people have the brain power to compute the difference between a Ford truck and a Hyundai.

    Reply
  4. Don

    I love my Maverick the first hybrid I ever owned and so far it’s a 2023 with 4,000 miles and hasn’t given me any problems whatsoever love the mileage for the price it cannot be beat buy it again

    Reply
    1. pat

      my first gen mav had some recalls but it was all fixed. All good for now.

      Reply

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