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Love them or hate them, it appears that hybrid trucks are here to stay. Looking at recent auto sales figures, it seems that the Ford Maverick is the most popular one right now. In fact, consumers are buying this truck over its non-hybrid (and sometimes brawnier) alternatives. Here are some pickup trucks that are struggling to keep up with the Ford Maverick.

The Nissan Frontier can’t compete

The Ford Maverick finished out the second quarter of this year with 21,021 units sold. With almost 42,500 units sold so far in 2023, its total yearly sales are up by about 10% compared to 2022. The Nissan Frontier hasn’t been as successful, losing about 21% of its popularity over the past year. 

One might think that its recent redesign would make it more appealing, but the Nissan Frontier still has a few unattractive qualities. Edmunds says that this truck’s infotainment system looks outdated and the Crew Cab option doesn’t give adult riders enough legroom. It offers a little over 33 inches, while the Ford Maverick’s rear row has nearly 36 inches. The Maverick also offers slightly more legroom for front-seat riders, plus its crew cab is standard for all trims. 

The Chevy Colorado is trailing the Maverick too

This midsize pickup truck has moved 33,165 units this year, nearly a quarter less than what it had sold at the end of Q2 2022. The Chevy Colorado is far stronger than the Ford Maverick, able to tow up to 7,700 lbs when properly equipped. Even when optioned with the newly available turbo-four engine, the Ford Maverick can only tow 4,000 lbs. With its base hybrid setup, it can tow 2,000 lbs. 

However, the Maverick might have the Colorado beat in terms of cabin quality. Even on the pricier models, it’s easy to spot all the black plastic panels inside. The Maverick has no shortage of these either, but the overall layout looks more eye-catching compared to the Colorado’s.

The Jeep Gladiator is struggling

The Jeep Gladiator has sold more units than many of its rivals this year, but its overall popularity is down by nearly 30%. It’s also the most expensive truck in the segment, with its base price set at $38,995. The 2023 Ford Maverick is currently just $22,595 to start. Even a fully-loaded Lariat will cost less than the cheapest Jeep Gladiator. 

Unlike the competition, the Jeep Gladiator does come standard with four-wheel-drive and innate off-roading prowess. However, because the entire vehicle is 218 inches long, it may be difficult to maneuver on tight trails or parking spaces. The Ford Maverick is barely 200 inches in length. 

With the exception of the Toyota Tacoma, every midsize pickup truck is currently experiencing a downtick in YTD sales. Meanwhile, it appears that more drivers are noticing the appeal of trucks that are only slightly smaller. If the Ford Maverick can keep up its current pace, it may be able to outsell some of its most notable rivals before the end of the year.


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