When the Ford Maverick debuted for the 2022 model year, it did so to tremendous demand, which made sense given its low cost and impressive fuel efficiency. Turns out, a lot of folks were just waiting for the compact pickup, in general, to make a comeback, but the Maverick didn’t just appeal to traditional truck buyers at the time. Rather, quite a few Ford Maverick customers came from sedans and crossovers made by other brands, helping The Blue Oval’s conquest rate considerably. Now, three years later, not much has changed on that front.
According to FoMoCo’s September 2025 sales report, the Ford Maverick set a new Q3 sales record by moving 34,848 total units in that time span. Year-to-date, the compact pickup has racked up 120,904 sales, which is a hefty 10.9 percent increase, too. However, perhaps more impressively, 60 percent of Ford Maverick buyers over the course of the third quarter are new to The Blue Oval in general, proving that the pickup continues to woo them away from other brands.
This trend began even before the Ford Maverick started landing in the driveways of customers in 2021, when Ford Maverick Marketing Manager, Trevor Scott, told Ford Authority “We’re seeing a lot of customers, as we expected, looking at Maverick coming out of different types of vehicles – trucks, cars, small utilities – and that’s what we expected to see – customers looking at trucks for the very first time.”
By October 2022, we learned that more than 80 percent of Ford Maverick buyers came from other brands, with the Honda CR-V and Toyota RAV4 accounting for its biggest conquests in terms of individual models. By October of that same year, 60 percent of Maverick buyers came from other brands – predominately, Honda and Toyota. At that point, the Maverick’s biggest conquests were the Honda Civic, Honda CR-V and Toyota RAV4 – none of which it competes with directly, at least in terms of vehicle segment.
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