After more than a year of rumors, Ford today confirmed that it will bring a true compact pickup to the market soon – the Ford Maverick.
Just a Tease For Now
Ford’s press release didn’t offer much detail:
“Bringing a rebirth of a classic name and the creation of a new choice for truck customers, the all-new Ford Maverick makes its debut on June 8 with the help of actress Gabrielle Union. She will show-off the all-new truck on her own Instagram and TikTok channels, on Ford’s social channels as well as on Hulu. The Maverick will be Ford’s first vehicle to debut on its new U.S. TikTok channel.”
Two brief accompanying videos said it would be aimed at buyers who need the versatility of a pickup but still “need to park in the city” and offered a brief glimpse of the truck’s tailgate.
Oh, and if you’re confused about the “classic name” reference, Ford once sold a Maverick compact car. It was pitched as a more fuel-efficient cousin to the Mustang in the 1970s.
Only the Second Compact Pickup
The American market has lacked a true compact pickup for many years. The smallest pickups for sale here have grown to midsize proportions. But earlier this year, Hyundai revealed its Santa Cruz small truck. Hyundai positions it as a vehicle for city dwellers and those who need the maneuverability of a small vehicle but still want the utility of a pickup bed. At less than 5 feet, though, it isn’t much of a bed.
The Santa Cruz is also not much of an off-road vehicle. Built on the same crossover platform as the Tucscon SUV, it’s capable of light off-roading but lacks the flexibility that lets a classic pickup frame cross rough terrain.
Ford has a much more established reputation for pickup trucks, with its best-selling F-150 and midsize Ranger.
The Maverick may also be a crossover-based vehicle, likely sharing a platform with the Escape and Bronco Sport SUVs. It may try to outduel the Santa Cruz with a longer bed and more significant off-road capabilities. We’ll know more on June 8.
