The Blue Oval has struck gold.
It's a widely known fact that the Ford Maverick is a huge success for the American automaker. First, the hybrid entry-level model sold out. A few short months later, Ford announced it will no longer accept orders for 2022 models; we expect this will start up again for the 2023 model year sometime in August. It's not outright impossible to get a '22 Maverick, but buyers will have to make do with what's already on dealership lots. Custom orders will have to wait. This scenario appears to be perfectly adequate for most.
As part of its February 2022 earnings report, Ford provided some interesting data regarding Maverick sales. For starters, a total of 10,550 units have been sold since the beginning of the year. Those that aren't pre-ordered are sitting on dealer lots for an average of just six days.
What's most interesting is the top competitive conquest make and model. The Honda Civic, again according to Ford, is losing more sales to the Maverick than anything else lately. Ford didn't provide specifics such as trade-in figures, but it's clear that Maverick's appeal is greater than we thought.
Previously, we were told a fairly significant number of crossover shoppers and owners had shifted to the compact Maverick, which shares the same unibody platform as the Escape and Bronco Sport. It speaks volumes that the Maverick's top conquest vehicle also happens to be one of America's best-sellers. While we don't expect the Civic to lose that status, it's still an interesting piece of data.
Americans love trucks, there's no question about that. But what they're now proving is that they're open to a smaller, car-based truck aimed more at suburbanites than off-roaders. What's somewhat ironic is that Honda was the first automaker in recent years to sell a unibody truck, the Ridgeline. It's still on sale but carries a nearly $34k starting price. A base Maverick Hybrid begins at just below $20k.
Meanwhile, sales of the Bronco and Bronco Sport continue to impress. As expected, the Jeep Wrangler continues to be the Bronco's No.1 competitive conquest. Compared to last year at this time, total Bronco family retail sales are up by an impressive 131 percent.
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