When the Ford Maverick went on sale last year, one of its most appealing virtues was a low starting price of under $20,000. It provided an opportunity for many more people to get behind the wheel of a new truck. More recently, Ford emphasized that production of the entry-level F-150 Lightning trim at under $40,000 isn't being compromised for pricier models. This approach to more basic, high-value trucks on the lower side of the price spectrum is admirable, but it seems like a growing number of Ford's SUV customers want all the bells and whistles - or at least as many bells and whistles as they can afford. According to Ford's most recent sales figures, almost half of all SUV vehicles sold were for pricier, high-series trims.

Last year, about a third of Ford's SUV retail sales were for high-series models, but in May 2022, that number jumped to an impressive 45%. This increased average transaction pricing to almost $45,000, $2,000 more than in April.

The Ford Explorer, Bronco Sport, and Bronco - its three best-selling SUVs in May - start at a combined average of around $31,000. Clearly, buyers are adding a lot of options or going straight for at least one of the mid-level trims. Looking at the Bronco specifically - which wasn't yet on sale in May last year - the MSRP starts at $30,800 for the base two-door variant with the 2.3-liter EcoBoost engine. On the other end of the spectrum, the Bronco Raptor costs $68,500.

The Bronco Badlands begins at $44,495, and that would place it right in line with Ford's average transaction price. It comes with desirable extras like 33-inch all-terrain tires, upgraded bash plates, and Bilstein position-sensitive monotube shocks that you won't find on lesser Broncos.

The trend of shoppers spending more on Ford SUVs aligns with other patterns we've seen over the last year or two from the thriving Blue Oval. The Bronco First Edition sold out quickly despite starting at nearly $60,000, and Ford continues to steal sales from Jeep. Outside of its SUV lineup, the Ford Maverick is even poaching sales from the Honda Civic. Three years ago, Ford already had a stellar lineup, but the addition of the Bronco, Bronco Sport, F-150 Lightning, and Maverick has created even more headaches for its rivals.