Yahoo Autos Maverick makes Ford’s carless strategy add up
Three years ago, Ford decided to go carless, announcing a dramatic plan to stop making everything but the Mustang and invest in other kinds of vehicles. Theoretically, it made some sense. Consumers want crossovers, SUVs and trucks, not sedans and hatchbacks. But it wasn’t clear how, exactly, the company intended to replace its cars. With the reveal of the 2022 Maverick and a bit of hindsight, Ford’s strategy is taking shape.
The Maverick is a small pickup truck that will be priced affordably, starting at $21,490. It looks cool, a little like the Bronco Sport with a bed, and could bring Ford new and younger buyers. Its capabilities are relatively modest for a pickup, but still reasonable for what many people will need. Don’t think of the Maverick as a smaller Ranger or F-150. Rather, the Maverick replaces the Focus.
Does a lightbulb go off? Ford obviously never gave up on entry-level car buyers, but the Maverick shows how the company can reach them in a different way. Ford even compared the Maverick to the Honda Civic for fuel efficiency in touting the pickup’s attributes.
“Maverick seems to be a very shrewd and well-thought-out entry-level product for Ford, and it certainly has the potential to really shake up the entry-level end of the market,” Ed Kim, vice president of industry analysis for AutoPacific, told Autoblog.
The Maverick has a chance to be a trendsetter. It’s a hybrid that gets 37 mpg (combined) and an impressive 40 mpg in the city. It can tow 2,000 pounds. The optional turbocharged engine with 250 horsepower promises to be spritely to drive and can pull 4,000 pounds with the tow pack.
“By launching Maverick at a price rivaling boring compact sedans, Ford now has a very intriguing ... product in a body style that is very aspirational,” Kim said in an email. “Sure, it doesn’t have the capability of its larger Ranger and F-Series siblings, but it’s surprisingly capable for what it is, and the strong Ford Truck brand image will surely lend some truck credibility to the Maverick.”
Ford is pitching the truck as an affordable option for 20- and 30-somethings, empty nesters or basically anyone who wants a modestly-sized ride. Think Bronco Sport or Subaru Crosstrek buyer. The former might have bought a Focus, the latter almost certainly wouldn’t. The Maverick might snare a few former Fusion buyers, too. While it’s logical some value-seeking buyers went for Ford’s small crossovers, the Escape or Bronco Sport, those are more expensive than the Focus.
