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If you’re interested in buying a new pickup truck, some are easier to come by than others. For example, the 2022 and 2023 Ford Maverick are immediately sold out every time the order books open. However, those buying the Maverick are usually new to buying pickup trucks. According to a recent report, the vast majority of Maverick buyers are first-time truck owners, often transferring from the same SUV or sedan. Only one pickup is almost exclusively selling to first-time truck owners, the 2022 and 2023 Ford Maverick.

First-time truck buyers are choosing the Ford Maverick

2023 Ford Maverick Tremor off-roading. 1 pickup is almost exclusively selling to first-time truck owners.
2023 Ford Maverick Tremor | Ford

According to Carscoops, Ford said more than 80% of Maverick customers are first-time truck buyers. It’s the only pickup that’s almost exclusively selling to first-time truck owners. That’s already impressive enough, transferring non-pickup owners over to the class of vehicles so often. What’s even more impressive is that the automaker claims most of those customers are transferring from owning a Honda CR-V, Honda Civic, or Toyota RAV4. Notably, both Honda and Toyota offer midsize trucks in the Ridgeline and Tacoma, so why are customers choosing Ford’s compact offering?

Carscoops pointed out that the transferring Honda owners are more interesting than the ones from Toyota. This is because the Ridgeline is unibody, like the Maverick, so the two trucks aren’t much different in size. However, the Ridgeline starts at $38,800, which is more expensive than the Maverick, and even some full-size truck models.

Everybody wants a Ford Maverick

A gray Ford Maverick compact truck. It's the 1 pickup selling almost exclusively to first-time truck owners.
2023 Ford Maverick Tremor | Ford

On average, the Ford Maverick compact truck only last six days on dealer lots. Given that it sometimes takes a few days for dealers to prep a vehicle for sale, that’s almost nothing. Moreover, the automaker sold 3,154 units last month, bringing the year-to-date sales up to 51,802. While that might not sound too crazy, keep in mind production issues have prevented Ford from filling most orders. In short, there are a lot of people who want a Maverick but can’t get one.

Just recently, the orders banks opened for the new 2023 Maverick. As a result, they were sold out within a week. It’s rare to see a Maverick on the road, which is why it might be surprising that it’s so popular. However, we expect to see many more flood the streets once Ford gets a firm handle on production.

Why do first-time truck buyers want the Maverick?

The 2022 or 2023 Ford Maverick is a great entry-level pickup truck for owners of SUVs and sedans. It’s got everything you could want from those smaller vehicles, plus some truck capability. For example, its starting price is far lower than most competitors. For many, price is a massive barrier to entry to the pickup class. Fortunately, the Maverick starts at $20,000 and doesn’t exceed $30,000 in its highest form, making it more affordable than many sedans and SUVs.

Next, another problem most people have with trucks is fuel economy. No one wants to abandon their 30, 40, or even 50 mpg sedan or SUV for a truck that barely gets 20 mpg. That’s where the Maverick’s affordable hybrid powertrain completely changes the game. With an EPA-estimated 42 mpg in the city, the Maverick is the perfect daily driver pickup. With a similar price, size, and fuel economy to SUVs and sedans, why not buy one and get the spacious cargo bed and towing capability it provides?

First-time truck owners are buying 1 pickup

In conclusion, one pickup is selling almost exclusively to first-time truck owners. The 2022 and 2023 Ford Maverick are ultra-popular with people who have never owned a truck. Most commonly, Honda CR-V, Civic, and Toyota RAV4 owners are changing to a Ford Maverick.

We think the Maverick is the perfect affordable hybrid with some extras to transfer people to the pickup world. Furthermore, full-size truck owners are incredibly brand-loyal, and it’s unlikely they’ll want to downgrade in size so tremendously to a compact model like the Maverick.


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