• Fri. Dec 3rd, 2021

Ford attracts youthful and extra feminine consumers with new $20,000 Maverick pickup


Nov 7, 2021

Rebecca and Shane Phillips, of California, pose in entrance of their automotive assortment, together with their new 2022 Ford Maverick.

Shane Phillips

Rebecca and Shane Phillips are accustomed to getting seems to be when driving round California of their 1985 Mercury Colony Park or 1978 Lincoln Continental with longhorns on the entrance. However the latest head turner of their assortment has been considerably sudden.

“The seems to be we’re getting are fairly neat. Everyone I’ve run into they’re like, ‘I’ve by no means seen one thing like this,'” mentioned Rebecca, 31. “It is all the time enjoyable to drive by and anyone will get stunned about what it truly is and what it seems to be like.”

It is not a basic car, sports activities automotive or electrical car. It is the brand new 2022 Ford Maverick, a small pickup truck that just lately went on sale because the automaker’s least costly car in its whole lineup of vehicles and vehicles at about $20,000.

Whereas the car has solely been on sale for barely over a month, Ford Motor says the compact truck – concerning the size of a Toyota full-size sedan however priced at far lower than that and plenty of different smaller vehicles – is already succeeding in attracting new, youthful and extra cost-conscious consumers just like the Phillips’.

“We actually are seeing a brand new buyer coming into Ford. And that was actually our ambition with Maverick was to attraction to a youthful, extra various buyer. And we’re actually seeing that,” Todd Eckert, Ford truck advertising supervisor, informed CNBC.

Ford offered greater than 4,100 Mavericks through the car’s first full month of gross sales in October. Eckert mentioned the corporate will proceed to ramp-up manufacturing of the truck on the automaker’s Hermosillo plant in Mexico.

Non-truck folks

The Phillips’ mentioned they are not “massive truck folks” and even new automotive folks however they have been interested in the Maverick due to its worth, options and gas financial system.

It is a related story for Christopher Molloy II, who bought a Maverick as his first new car in early October. He traded in a compact Chevy Cruze sedan for the pickup.

“I wasn’t first in search of a Maverick. I did not comprehend it existed,” mentioned the 23-year-old Oregonian. “I used to be in search of extra SUV-type. I wasn’t actually anticipating to get a brand new truck as a result of they’re so costly till I noticed the Maverick was popping out.”

Ford stunned many with the Maverick’s low worth in addition to its customary 2.5-liter hybrid engine that may obtain greater than 40 mpg throughout metropolis driving. A Maverick with an non-obligatory 2.0-liter four-cylinder turbocharged engine that will get a mixed 26 mpg mixed, together with 30 mpg freeway and 23 mpg metropolis, begins at about $21,000.

The highest autos Maverick consumers additionally have a look at are different small pickups such because the Toyota Tacoma and Ford Ranger in addition to small crossovers and even the Honda Civic sedan, in keeping with auto analysis agency Edmunds.

‘Hit the goal’

The decrease pricing is a welcomed change for shoppers, as car costs attain file highs of roughly $44,000, together with a quickly rising providing of dear pickup vehicles that may prime greater than $100,000.

“In 25 years of being on this enterprise, I do not know that I’ve seen a producer deliver a product out that hit the goal this properly,” mentioned Derek Lee, common supervisor of Lengthy McArthur Ford in Kansas. “What we’re seeing in consumers is a youthful purchaser. We’re seeing first-time automotive consumers. We’re having import automotive consumers.”

The early common worth clients are paying for the Maverick is $29,749, in keeping with Cox Automotive. That features sellers and clients deciding on larger priced trims and choices on the truck.

Lee mentioned his dealership has greater than 400 Mavericks on order. He mentioned preliminary demand is the very best he is seen for the shop, which makes a speciality of bigger Tremendous Obligation pickups.

Protecting costs low

The Phillips’ and Molloy mentioned sellers did not mark up the worth on their Mavericks, though it is a new car and stock ranges at near-record lows on account of an ongoing scarcity of semiconductor chips.

Some sellers, who can legally promote a automotive for no matter worth they select above the producer’s recommended retail worth, or MSRP, have been exploiting the low stock ranges and marking up autos 1000’s, if not tens of 1000’s of {dollars}, in keeping with experiences and seller web sites.

The Maverick hasn’t been fully freed from markups. Lee mentioned his dealership is not going to mark up a Maverick if it is ordered by a buyer, but when somebody cancels their order and it goes on the seller lot, they’ve been pricing them about $2,500 over MSRP.

“If a car will get right here and anyone turns it down, sure, we have a look at what the market is. We nonetheless work to be the bottom worth out there,” Lee mentioned. “I do know there’s some on the market at $5,000 over, I do know there’s some on the market at $10,000 over. We felt like $2,500 over was a really, very reasonable worth.”

Eckert mentioned Ford cannot management how sellers worth their autos, however they’ve communicated to sellers the significance of pricing for this car and its goal clients.

“We have talked concerning the total proposition and who these vehicles consumers are and the way we need to appeal to them,” he mentioned. “They management markup or no markup, however we really feel like affordability was one of many keys.”


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