Ford Maverick sales decreased in the United States, Mexico, and Argentina, increased in Brazil, and recorded 246 deliveries in Chile during the fourth quarter of 2024.
Ford Maverick Sales - Q4 2024 - United States
In the United States, Ford Maverick deliveries totaled 22,146 units in Q4 2024, a decrease of about 20 percent compared to 27,628 units sold in Q4 2023.During the complete 2024 calendar year, Maverick sales increased about 39 percent to 131,142 units.
| MODEL | Q4 2024 / Q4 2023 | Q4 2024 | Q4 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| MAVERICK | -19.84% | 22,146 | 27,628 | +39.43% | 131,142 | 94,058 |
Ford Maverick Sales - Q4 2024 - South Korea
In South Korea, Ford Maverick deliveries totaled 0 units in Q4 2024.During the complete 2024 calendar year, Maverick sales were flat at 0 units.
| MODEL | Q4 2024 / Q4 2023 | Q4 2024 | Q4 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| MAVERICK | * | 0 | * | * | 0 | 0 |
Ford Maverick Sales - Q4 2024 - Mexico
In Mexico, Ford Maverick deliveries totaled 519 units in Q4 2024, a decrease of about 34 percent compared to 788 units sold in Q4 2023.During the complete 2024 calendar year, Maverick sales increased about 9 percent to 2,555 units.
| MODEL | Q4 2024 / Q4 2023 | Q4 2024 | Q4 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| MAVERICK | -34.14% | 519 | 788 | +8.96% | 2,555 | 2,345 |
Ford Maverick Sales - Q4 2024 - Brazil
In Brazil, Ford Maverick deliveries totaled 909 units in Q4 2024, an increase of about 78 percent compared to 511 units sold in Q4 2023.During the complete 2024 calendar year, Maverick sales increased about 114 percent to 3,536 units.
| MODEL | Q4 2024 / Q4 2023 | Q4 2024 | Q4 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| MAVERICK | +77.89% | 909 | 511 | +113.78% | 3,536 | 1,654 |
Ford Maverick Sales - Q4 2024 - Argentina
In Argentina, Ford Maverick deliveries totaled 798 units in Q4 2024, a decrease of about 26 percent compared to 1,082 units sold in Q4 2023.During the complete 2024 calendar year, Maverick sales increased about 5 percent to 3,651 units.
| MODEL | Q4 2024 / Q4 2023 | Q4 2024 | Q4 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| MAVERICK | -26.25% | 798 | 1,082 | +5.28% | 3,651 | 3,468 |
Ford Maverick Sales - Q4 2024 - Chile
In Chile, Ford Maverick deliveries totaled 246 units in Q4 2024.During the complete 2024 calendar year, Maverick sales totaled 936 units.
| MODEL | Q4 2024 / Q4 2023 | Q4 2024 | Q4 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| MAVERICK | * | 246 | * | * | 936 | 0 |
Competitive Sales Comparison (USA)
Ford Maverick sales (see running Ford Maverick sales) fell 20 percent to 22,146 units in Q4 2024. Even so, the unibody compact pickup truck still far outsold its lone competitor in the space, the Hyundai Santa Cruz, by more than four-to-one, which posted 4,820 deliveries as sales fell three percent.
Sales Numbers - Compact Pickups - Q4 2024 - USA
| MODEL | Q4 24 / Q4 23 | Q4 24 | Q4 23 | Q4 24 SHARE | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|---|
| FORD MAVERICK | -19.84% | 22,146 | 27,628 | 82% | +39.43% | 131,142 | 94,058 |
| HYUNDAI SANTA CRUZ | -2.65% | 4,820 | 4,951 | 18% | * | 0 | 0 |
| TOTAL | -17.23% | 26,966 | 32,579 | +39.43% | 131,142 | 94,058 |
From a segment share standpoint, Ford Maverick sales dominated with an 82 percent share to 18 percent earned by the Santa Cruz.
Overall, the compact pickup segment contracted 17 percent during Q4 2024, meaning Ford Maverick sales slightly underperformed the segment average.
For the sake of context, below we’ve provided sales data for body-on-frame midsize pickup trucks, which includes the Ford Ranger (see running Ford Ranger sales). While these pickups technically slot in one segment above the Maverick, the two spaces are often cross-shopped. The Maverick outsold its bigger sibling, the Ranger, by 6.6K units, which posted 15,526 sales.
Sales Numbers - Midsize Mainstream Pickup Trucks - Q4 2024 - USA
| MODEL | Q4 24 / Q4 23 | Q4 24 | Q4 23 | Q4 24 SHARE | Q4 23 SHARE | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|---|---|
| TOYOTA TACOMA | +19.83% | 66,008 | 55,087 | 46% | 57% | -17.87% | 192,813 | 234,768 |
| CHEVROLET COLORADO | +120.25% | 27,302 | 12,396 | 19% | 13% | +37.89% | 98,012 | 71,081 |
| FORD RANGER | +1,768.35% | 15,526 | 831 | 11% | 1% | +42.90% | 46,205 | 32,334 |
| NISSAN FRONTIER | +13.55% | 13,898 | 12,240 | 10% | 13% | +17.24% | 68,155 | 58,135 |
| GMC CANYON | +262.37% | 11,259 | 3,107 | 8% | 3% | +70.16% | 38,215 | 22,458 |
| JEEP GLADIATOR | -30.80% | 9,453 | 13,660 | 7% | 14% | -23.67% | 42,123 | 55,188 |
| TOTAL | +47.39% | 143,446 | 97,321 | +2.44% | 485,523 | 473,964 |
The midsize mainstream pickup truck segment exploded 47 percent to 143,446 units in Q4 2024.
The Ford Authority Take
Although Ford Maverick sales were down 20 percent during the fourth quarter of 2024, sales for the entire 2024 calendar year increase a healthy 39. This enabled the Maverick to outsell its larger sibling, the Ford Ranger, by 6.6K deliveries during Q4, coming in within 5K units of the Ranger’s cross-town rival, the Chevy Colorado.
That suggests that The Blue Oval’s little truck could very well be peeling away sales from the Ranger. The Maverick is certainly more affordable, while delivering a lot of “the truck” many buyers need who are looking at non-full-size options. Notably, GM has no answer to the Maverick, and neither does Ram/Stellantis.
Maverick production at the Hermosillo Assembly plant in Mexico increased in September, and new Ford inventory was well above the national average in October, so it’s difficult to explain the Q4 sales dip. Production of the refreshed 2025 Maverick commenced in November, and units began arriving at dealers in December. We posit that it’s possible that some are waiting for the refreshed model, potentially explaining some of the sales drop.
About Ford Maverick
The refreshed 2025 Ford Maverick debuts with Ford Sync 4, hybrid all-wheel drive, and an updated design, along with the first-ever 2025 Maverick Lobo as an all-new performance pickup. Meanwhile, the Tremor package gets upgraded to the pickup’s top trim level and the XL trim continues as the base model.
The 2025 Maverick Lariat trim and EcoBoost both ditch front-wheel drive, with the turbocharged engine now only available with all-wheel drive. Ford Authority has learned that the 2025 Maverick Hybrid AWD can be flat towed after all. Here’s everything you need to know about 2025 Maverick transmissions, including the new Lobo’s 7-speed gearbox sourced from the now-discontinued Ford Edge ST.
Check out all the 2025 Maverick paint colors – after dropping four of them – the interior colorways, and available wheels, plus every grille and package offered.
About The Numbers
- All percent change figures compared to Ford Maverick sales for Q4 2023, unless noted otherwise
- In the United States, there were 76 selling days for Q4 2024 and 78 selling days for Q3 2023
- Ford Motor Company Q4 2024 sales reports:
- Ford Motor Company sales Q4 2024 U.S.A
- Ford sales Q4 2024 U.S.A. (Ford brand)
- Lincoln sales Q4 2024 U.S.A.
- Ford Motor Company sales October 2024 U.S.A.
- Ford Motor Company sales November 2024 U.S.A.
- Ford Motor Company sales December 2024 U.S.A.
- Ford China sales Q4 2024
- Ford Motor Company Canada sales Q4 2024
- Ford Canada sales Q4 2024
- Lincoln Canada sales Q4 2024
- Ford Motor Company Argentina sales Q4 2024
- Ford Argentina sales October 2024 (Ford brand)
- Ford Argentina sales November 2024 (Ford brand)
- Ford Argentina sales December 2024 (Ford brand)
- Ford Motor Company Colombia sales Q4 2024
- Ford Colombia sales October 2024 (Ford brand)
- Ford Colombia sales November 2024 (Ford brand)
- Ford Colombia sales December 2024 (Ford brand)
- Ford Motor Company Brazil sales Q4 2024
- Ford Brazil sales October 2024 (Ford brand)
- Ford Brazil sales November 2024 (Ford brand)
- Ford Brazil sales December 2024 (Ford brand)
- Ford Motor Company Mexico sales Q4 2024
- Ford Motor Company Mexico sales October 2024
- Ford Motor Company Mexico sales November 2024
- Ford Motor Company Mexico sales October 2024
- Reports By Vehicle Type
- Ford Motor Company sales Q4 2024 U.S.A
No Comments yet