According To Ford.
Ford has got it pretty good at the moment: Broncos are selling faster than the Blue Oval can build them, and the first examples of the new Ford Maverick have finally started arriving at dealerships. A recent production stoppage due to the ongoing chip shortage has only increased demand for these small Ford pickup trucks, and in an interesting spin, more females are being drawn to this affordable and highly efficient little truck. According to Ford's statistics, around a quarter of all buyers are female, which stands in stark contrast to the 90 percent male share for their overall truck market.
Ford knew that the Maverick would be a success just by looking at pre orders. After its first month on sale, 4,100 units have been sold but Ford is still ramping up production at its Hermosillo plant in Mexico and expects to produce even better numbers in the coming months. As part of that growth plan, Ford aims to sell more trucks than ever to young female buyers.
"We really are seeing a new customer coming into Ford. And that was really our ambition with Maverick was to appeal to a younger, more diverse customer. And we're certainly seeing that," Todd Eckert, Ford truck marketing manager, told CNBC.
Ford sees the Maverick as a gateway into the world of pickups, and hopes that it will act as a catalyst for future truck sales. The good news is that the Maverick's low asking price and excellent economy are attracting a ton of younger buyers.
According to Ford, a quarter of the buyers are between 18 and 35 years old, which is double the industry average for that age group. Currently, the average customer is paying $29,749 for a new Maverick, but unscrupulous dealers have been charging as much as $10,000 over the MSRP.
"In 25 years of being in this business, I don't know that I've seen a manufacturer bring a product out that hit the target this well. What we are seeing in buyers is a younger buyer. We're seeing first-time car buyers. We are having import car buyers," said Derek Lee, general manager of Long McArthur Ford in Kansas.
Featuring a 2.5-liter Atkinson cycle inline-four engine with an electric motor that produces 191 horsepower and 155 lb-ft of torque, the Maverick returns an astonishing 40 mpg. A more powerful turbocharged 2.0-liter version is also available with 250 hp and 277 lb-ft. Power is sent to the front, or all four wheels via an eight-speed CVT transmission.