The Ford Maverick is a smash hit. The company hasn’t been able to keep up with demand for its small truck for any of the three model years of production. A new report says some buyers have been waiting almost that long for the truck they ordered.
CarsDirect obtained an incentive bulletin recently sent to Ford dealers. The site claims “the automaker is paying thousands of dollars to those who had a 2022 Maverick order that went unfulfilled, and then also ordered a 2023 Maverick that never made it to production.”
Discounts on 2024 Models
The discounts offer $1,750 off the price of a gas-powered 2024 Maverick EcoBoost and $2,750 off the Maverick Hybrid. Buyers must have ordered a 2022 Maverick and been delayed into 2023 to qualify.
Ford built the Maverick as the first compact truck offered by an American automaker in nearly a decade. The Maverick sits on a car-like unibody platform. But it has a small truck bed and an adaptable cabin full of mounting points for 3D-printed accessories. It’s available with a 4-cylinder engine good for 250 horsepower or a hybrid system with 191 horses and up to 42 mpg in city driving.
Maverick Not Filling a Giant Hole in the Market
Ford has sold out of its entire production run of the truck in under a week each of the three years it’s been on the market. Some buyers have been waiting two years or more to have their orders fulfilled.
It’s not the only compact truck for sale, but the truckiest new compact truck. The Hyundai Santa Cruz is a similar size but looks and drives more like an SUV with a small bed attached.
However, competition is coming.
Chevrolet is reportedly working on an electric Maverick rival. Meanwhile, Ram has developed its own small truck, the Rampage, for the Brazilian market – but rumors say it may also make its way to the U.S.
