Ford's new Maverick is a bold and exciting play: A truly entry-level truck in a world where the half-ton truck has become an increasingly expensive luxury item. It's also quickly become a crowd favorite in the pickup segment. Yes, the entire 2022 model year of the new Maverick is reportedly already sold out.
The Wall Street Journal reported earlier this morning that dealers have received a memo from Ford announcing a plan to end reservations for the Maverick's 2022 model year. The truck has apparently been in such high demand that all production is already accounted for through this summer, making any further orders a logistical impossibility until the next production cycle rolls into action this Summer.
This is the second delay the Maverick has faced in the past six months. Early hybrid orders were previously pushed back in September. Unlike that delay, this order stop appears to be a product suffering from its own overwhelming success.
The Maverick's early status as a consumer hit is somewhat surprising in a market that had long shifted toward more expensive and specialized half-ton trucks. The small truck instead excels by blending maximum utility and practicality with minimum luxury to create a car both more interesting and more useful than the entry-level crossovers buyers will pit it against.
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