May 29, 2022

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Ford’s Maverick Truck Gives Different to Hulking Pickups

5 min read

Pickup vans in the U.S. have trended for a long time toward the more substantial, brawnier and much more high priced. Now,


F -2.39{9f8850bc8f664a2ac1fdee25ffd85a3cdac362824700ab0655dbcffd0add5cb2}

Motor Co. is reversing training course, with strategies to promote a diminutive hybrid truck with a value tag—and gasoline mileage—similar to that of a compact automobile.

Ford on Tuesday unveiled the Maverick, a pickup truck with a physique similar in size to a compact SUV, these kinds of as a Ford Escape. Its commencing rate of $19,995 will make it the the very least-high-priced vehicle in Ford’s U.S. lineup when it goes on sale this drop.

The nation’s No. 2 car maker is betting that some folks who possess sedans or smaller activity-utility cars would like the versatility of having a flatbed, but do not have the funds or garage room for a massive, gas-guzzling truck, this sort of as Ford’s F-150 or midsize Ranger pickup.


Would you contemplate purchasing a smaller sized pickup truck? Why or why not? Join the conversation beneath.

“I assume we’ll get a lot of to start with-time truck consumers, men and women who seriously did not take into account a truck before, because it was either out of access or it was as well huge for them,” Ford product or service chief

Hau Thai-Tang

mentioned. He said he expects the Maverick will enchantment to a extra assorted established of customers, which include ladies.

Pickup vehicles have prolonged been a energy for Ford and rivals

Standard Motors Co.


Stellantis N.V.

’s Ram manufacturer.

But in the latest decades, they have develop into extra central to their approaches, immediately after the firms largely deserted the market for sedans and modest hatchbacks, which experienced been shedding revenue.

Little pickup vehicles are preferred in numerous abroad markets but not in the U.S., in which large, hulking vehicles like the F-150, Ram 1500 and Chevrolet Silverado dominate roadways. Some of those styles are much more than 3 feet more time than the Maverick.

The Maverick will be designed on the very same simple frame as Ford’s Target motor vehicle. The body also underpins the company’s well known Escape SUV and the new Bronco Activity, unveiled previous year. It will be crafted at Ford’s manufacturing facility in Hermosillo, Mexico. The car or truck will appear normal with a hybrid system, which saves gas by combining a gasoline engine with a smaller battery pack and electric motor. Ford claims the method will produce about 40 miles for every gallon in metropolis driving.

Ford just lately lifted its prepared investing on electrical-car development to $30 billion by 2025. But it also is offering hybrids like the Maverick, a approach that diverts from GM and other motor vehicle companies that are mostly skipping hybrids to aim on cars that run on battery power only.

Petite pickup vehicles this sort of as the Chevy S-10, Dodge Dakota and an before iteration of Ford’s Ranger have been large sellers in the U.S. in the 1990s. But revenue dropped sharply in the next decade and purchasers gravitated to larger vans, inspired by more affordable gas rates and reduced interest fees. GM, Ford and Dodge’s then-operator Chrysler Team LLC at some point phased out their compact vans.

In new many years GM and Ford included back a lot more choice to their truck lineups with new midsize trucks, these types of as GM’s Chevy Colorado and GMC Canyon, and with the reintroduction of the Ford Ranger. That gave consumers a much more-workable dimensions and decent towing capability. However, these styles are significant by ’90s little-truck requirements, and commonly promote for considerably increased than $30,000.

Ford’s 2020 F-Series Tremendous Responsibility


rebecca prepare dinner/Reuters

With the Maverick, Ford is tests irrespective of whether the attraction of the pickup system design and style can be expanded more down the sizing and rate scale. It will be unusually smaller and reasonably priced for a pickup in U.S. showrooms. Its only direct competitor in the class will be

Hyundai Motor Co.

’s Santa Cruz, which goes on sale this summer season. Hyundai has not disclosed pricing.

Like Ford, the Korean automobile maker sees a market for customers who want the adaptability to haul equipment for outside sports activities or house tasks, but also want a vehicle that is less complicated to generate and park in suburban or urban locations.

“We observed that there is really a massive prospective for these urban consumers on the lookout for anything smaller sized, for this leisure-lifestyle vehicle that proper now the current market does not have a option for,” mentioned Gil Castillo, senior team manager for highly developed motor vehicle method at Hyundai Motor North America.

The 2019 Ford Ranger


erik s. lesser/EPA/Shutterstock

The Maverick is Ford’s endeavor at filling a hole in its U.S. lineup for an entry-amount design. Till a couple of years back, Ford customers on a price range could pick out from little autos, these kinds of as the Fiesta and Focus, both of which started out at significantly less than $20,000.

Ford executives have reported they desired to divert money from these autos to more valuable pickups and SUVs, as effectively as extend investments on new systems, these kinds of as electric cars. The approach has aided Ford carry its gain margin, executives have said.

However, a lot of Ford sellers have complained that dropping all those types remaining them without the need of considerably to give prospective buyers on a funds.


Ed Jolliffe

mentioned gross sales of automobiles underneath $25,000 have dried up at his Ford dealership in suburban Detroit. He expects the Maverick to appeal to purchasers who could have left the brand for the reason that there weren’t choices in their price vary.

Ford unveiled the battery-driven model of its F-150 pickup, joining other vehicle makers in the nascent electric-truck section. The F-150 Lightning undercuts quite a few rivals with a starting up selling price close to $40,000. Photo: Dominick Sokotoff/Zuma Press

“People will generally choose a vehicle with more room if they can pay for it,” he explained.

Jessica Caldwell, an government director at motor vehicle-purchasing web page, reported Ford’s system to attract entry-amount prospective buyers with a truck is uncommon and hinges on offering characteristics those consumers cannot uncover currently, such as the means to tow.

“No just one has definitely produced this modest-truck phase operate very long-phrase, so that is a hazard,” she mentioned.

Write to Mike Colias at [email protected]

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