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.
| 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 |
| MODEL | Q4 2024 / Q4 2023 | Q4 2024 | Q4 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| MAVERICK | * | 0 | * | * | 0 | 0 |
| 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 |
| 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 |
| 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 |
| MODEL | Q4 2024 / Q4 2023 | Q4 2024 | Q4 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| MAVERICK | * | 246 | * | * | 936 | 0 |
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.
| 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.
| 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.
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.
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.
A nifty way to conceal additional lighting sources when they aren't needed.
The resulting mine will churn out massive amounts of the material when it's finished.
Not much has changed on that front.
A nice little touch under the hood.
While monthly payments and loan terms remain elevated.
Sales increased 7.2 percent to 1,658,908 units during the first nine months of 2025.
