Ford Authority

Ford Maverick Sales Jump 82 Percent, Destroying Hyundai Santa Cruz During Q1 2024

Ford Maverick sales increased in the United States, Mexico, Brazil, and Argentina during the first quarter of 2024, plus 162 deliveries in Chile.

Ford Maverick Sales - Q1 2024 - United States

In the United States, Ford Maverick deliveries totaled 39,061 units in Q1 2024, an increase of about 82 percent compared to 21,478 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
MAVERICK +81.87% 39,061 21,478

Ford Maverick Sales - Q1 2024 - Canada

In Canada, Ford Maverick deliveries totaled 1,492 units in Q1 2024, an increase of about 5 percent compared to 1,415 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
MAVERICK +5.44% 1,492 1,415

Ford Maverick Sales - Q1 2024 - Mexico

In Mexico, Ford Maverick deliveries totaled 846 units in Q1 2024, an increase of about 57 percent compared to 538 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
MAVERICK +57.25% 846 538

Ford Maverick Sales - Q1 2024 - Brazil

In Brazil, Ford Maverick deliveries totaled 625 units in Q1 2024, an increase of about 122 percent compared to 282 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
MAVERICK +121.63% 625 282

Ford Maverick Sales - Q1 2024 - Argentina

In Argentina, Ford Maverick deliveries totaled 474 units in Q1 2024, a decrease of about 56 percent compared to 1,071 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
MAVERICK -55.74% 474 1,071

Ford Maverick Sales - Q1 2024 - Chile

In Chile, Ford Maverick deliveries totaled 216 units in Q1 2024.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
MAVERICK * 216 *

Maverick sales destroyed its lone competitor in Q1 2024. Shown here is the 2023 Ford Maverick XLT Tremor AWD.

Competitive Sales Comparison (USA)

Ford Maverick sales (see running Ford Maverick sales) jumped 82 percent to 39,061 units during Q1 2024, outselling its lone competitor in the space, the Hyundai Santa Cruz, over four and a half to one, which finished a far distant second with 8,417 deliveries as sales dipped 10 percent year-over-year.

Sales Numbers - Compact Pickups - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE
FORD MAVERICK +81.87% 39,061 21,478 82%
HYUNDAI SANTA CRUZ -9.56% 8,417 9,307 18%
TOTAL +54.22% 47,478 30,785

From a segment share standpoint, Ford Maverick sales once again dominated with an 82 percent segment share to the Santa Cruz’s 18 percent.

Overall, the compact pickup segment increased 54 percent to 47,478 units during Q1 2024, meaning Ford Maverick sales significantly outperformed the segment average.

For the sake of context, below, we’ve provided sales data for midsize pickup trucks, which includes the Ford Ranger (see running Ford Ranger sales). While these pickups technically slot in at one segment above the Maverick, there is often cross-shopping between the two spaces. The Maverick outsold its bigger sibling, the Ranger, by more than 20-to-1, which moved just 1,918 units as sales of the midsizer struggle from a generational changeover to the all-new 2024 Ford Ranger.

Sales Numbers - Midsize Mainstream Pickup Trucks - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
TOYOTA TACOMA -59.77% 21,558 53,583 28% 47%
CHEVROLET COLORADO +12.57% 14,922 13,256 19% 12%
NISSAN FRONTIER +16.65% 19,744 16,926 26% 15%
JEEP GLADIATOR -4.32% 12,989 13,575 17% 12%
GMC CANYON +9.33% 5,484 5,016 7% 4%
FORD RANGER -83.32% 1,918 11,500 3% 10%
TOTAL -32.71% 76,615 113,856

The midsize mainstream pickup segment contracted 32 percent during Q1 2024, with 76,615 deliveries.

The Ford Authority Take

Ford Maverick sales during the first quarter of 2024 again reflected the compact pickup’s popularity, and increased thanks to a production boost at the Hermosillo Assembly plant to start out the year, though production decreased in February and March.

Nearly 20K Ford Maverick pickups were in play, with these units either in transit to dealers or on lots at the end of February, while a healthy 123,786 units rolled off the line during the 2023 calendar year.

Praise for Ford’s little pickup marvel continues to pour in, with continuing robust sales expected to follow.

About Ford Maverick

This past December, the 2024 Ford Maverick was the Kelley Blue Book Best Buy award winner, while the Ford Maverick Hybrid won the Vincentric 2024 Best CPO (Certified Pre-Owned) Value in America Award. Furthermore, the Maverick Hybrid Is Consumer Reports’ most satisfying pickup of 2024.

It shouldn’t come as a surprise then that the Ford Maverick was the best-selling hybrid pickup in 2023 and was among top 10 fastest selling new cars according to iSeeCars.

Furthermore, the Ford Maverick 2.0L, in particular, is among the most reliable new cars under $30K.

Recently, the Ford Maverick won the 2023 midsize pickup segment in the 2023 Automotive Loyalty Award from S&P Global Mobility, was sixth in the “greener” category of American Council for an Energy-Efficient Economy’s (ACEEE) 2024 GreenerCars list.

Additionally, the Ford Maverick is among the top Best Resale Value Award winners for 2024 as listed by Kelley Blue Book, which the small truck also received for 2022 and 2023, and won the Best Resale Value Award for 2024 in the compact pickup segment.

Consumers have been in agreement from day one, with the Maverick’s instant popularity continuing to challenge Ford to keep up with demand, and causing the pickup to sell for over MSRP, including the 2024 model, making the Ford Maverick among the top 20 vehicles priced over MSRP.

Looking ahead, a refreshed 2025 Ford Maverick is forthcoming, along with more variants on the way., including a street performance-focused version in the works that will feature new wheels. Check out photos of the 2025 Maverick touchscreen recently spotted completely uncovered.

Refreshed 2025 Ford Maverick Refresh prototype showing interior and exterior

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  1. Martin Scott

    I don’t really see anything too positive in that article. Maverick is doing predictively well but the ranger is doing absolutely garbage at a measly 3%. Look at Toyota at 28%, GM at 26% and Nissan at 26%. What is going on? Maverick simply can’t be cannibalizing that much sales from ranger.


    Just pickup a new 2024 black Ford Maverick on April tenth from Koerner Ford dealer here in Syracuse, NY!! Great truck with XLT Tremor AWD 2.0L Ecoboost engine. Happy with purchase, GO Ford Tough.


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