Ford Maverick sales increased in the United States, Brazil, Argentina, and Mexico during the fourth quarter of 2023.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| MAVERICK | +22.42% | 27,628 | 22,568 | +26.47% | 94,058 | 74,370 |
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| MAVERICK | +162.67% | 788 | 300 | +2.58% | 2,345 | 2,286 |
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| MAVERICK | +122.17% | 511 | 230 | +19.68% | 1,654 | 1,382 |
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| MAVERICK | +1,423.94% | 1,082 | 71 | +61.38% | 3,468 | 2,149 |
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.
| 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.
| 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.
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.
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Why, the Santa Cruz is a much nicer truck. Way nicer interior and plenty of power. Maverick sales include a lot of fleet sales
if it aint a ford it aint a truck
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.
I'm glad that people have the brain power to compute the difference between a Ford truck and a Hyundai.
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
my first gen mav had some recalls but it was all fixed. All good for now.