Ford Maverick sales increased in the United States, Mexico, Brazil, and Argentina during the first quarter of 2024, plus 162 deliveries in Chile.
| MODEL | Q1 2024 / Q1 2023 | Q1 2024 | Q1 2023 |
|---|---|---|---|
| MAVERICK | +81.87% | 39,061 | 21,478 |
| MODEL | Q1 2024 / Q1 2023 | Q1 2024 | Q1 2023 |
|---|---|---|---|
| MAVERICK | +5.44% | 1,492 | 1,415 |
| MODEL | Q1 2024 / Q1 2023 | Q1 2024 | Q1 2023 |
|---|---|---|---|
| MAVERICK | +57.25% | 846 | 538 |
| MODEL | Q1 2024 / Q1 2023 | Q1 2024 | Q1 2023 |
|---|---|---|---|
| MAVERICK | +121.63% | 625 | 282 |
| MODEL | Q1 2024 / Q1 2023 | Q1 2024 | Q1 2023 |
|---|---|---|---|
| MAVERICK | -55.74% | 474 | 1,071 |
| MODEL | Q1 2024 / Q1 2023 | Q1 2024 | Q1 2023 |
|---|---|---|---|
| MAVERICK | * | 216 | * |
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.
| 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.
| 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.
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.
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.
To be produced in extremely limited numbers.
Pretty much more of everything, albeit, for a price.
A special victory for a number of reasons.
Paying tribute to that particular part of the world.
Posting the ninth fastest lap time of any vehicle, ever.
Once again, it ranked near the top of the pack.
View Comments
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.
Ranger is in the process of a factory retool so that are not many rangers available on lots, same for the Tacoma
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.