Ford Maverick trucks have been the Beyoncé tickets of the automotive industry for most of three years — hard to find and often sold for more than face value. But the blue oval automaker’s production seems to be catching up to demand, making the little pickup easier to find.
Ford sold about 24,000 Maverick models last quarter, the company reported last week. That’s 83.4% more than in the second quarter.
The Maverick has been hard to find since its launch. Buyers ordered every copy of the 2022 edition before the first one ever reached a dealership. The 2023 model sold out in just six days. Ford announced earlier this year that it wouldn’t be able to meet demand for the truck this year, either.
The Rebirth of the Small Pickup
Why has the Maverick been such a hit? Pent-up demand. Automakers went almost a decade without building a genuinely small pickup. As trucks grew ever larger, the segment of the buying public that wanted an open bed but not a giant vehicle was left with nothing to buy.
The Maverick and Hyundai’s Santa Cruz finally appeared to fill that hole for the 2022 model year and proved that small trucks still sell. The Maverick has outsold the Santa Cruz, probably because of its lower price and available hybrid drivetrain, which accounts for more than 56% of the Maverick’s sales figures.
Other automakers are rushing to catch up. General Motors is reportedly working on a small electric pickup. Ram has developed its small truck, the Rampage, but at the moment, Ram sells it in Brazil only. But persistent rumors say it will come to the U.S. soon.
