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The success of the 2022 Ford Maverick is generating tons of ideas about affordable vehicles. The Ford Maverick could be the next model to expand as a horizontal brand, bringing more affordable vehicles to the table. 

The Ford Maverick could go horizontal 

A red 2022 Ford Maverick is parked outside of a house.
2022 Ford Maverick | Ford

The Ford Maverick could be joining other horizontal brands within the company. For example, the Ford Bronco and Ford Bronco Sport serve as multiple vehicles under one brand. Plus, the Ford Mustang has expanded with the Mustang Mach-E and regular gas-powered models. 

Ford CEO Jim Farley feels as if the Maverick brand could reach similar levels of success. He explained that Ford is expanding with Broncos and Mustangs. But instead of expanding with a vertical brand, like Mercury, it’s happening horizontally

Jim continued to share that families of vehicles are being created. Some are ICE, and some are digital. The response to the $20,000 Maverick Hybrid has been out of control! Of course, Ford can build more affordable vehicles to create a Maverick family. 

Is the Maverick family growing? 

The Ford Maverick just arrived but already feels like one of the icons. But the name does go back to a muscle car from the 1970s. The older Maverick just didn’t stick like the Mustang and wasn’t missed as much as the Bronco. 

Things already seem to be on track for the Maverick’s growth. Interesting trademarks include the Rattler and the OTX. The Rattler filing refers to pickup trucks, electric vehicles, off-roading vehicles, and sport utility vehicles. 

The Ford Maverick Rattler could be an off-roading variant because the Maverick Raptor isn’t currently expected. It would take things a bit further than a Timberline trim with mild off-roading updates. 

It’s possible that the Maverick OTX could take the place of the Timberline name. Its filing is related to vehicles, namely automobiles, pickup-up trucks, electric vehicles, off-roading vehicles, and utility vehicles. 

Also, the Tucci concept turned the Maverick into a street rod. While this truck is diverse, expanding the brand may include the addition of an SUV, crossover, electric vehicle, sedan, or larger truck. 

Potential Maverick brand problems 

2022 Ford Maverick interior
2022 Ford Maverick interior | Ford

If the Ford Maverick becomes more than just a truck, then the truck will need a new name. The Mustang gained Mach-E went it went electric, and the less capable Bronco added Sport to its title. What will the Maverick truck or Maverick SUV be called? 

Also, the Maverick is cheap, which is a good thing. But for $20,000, you only get the 2.5-liter four-cylinder and electric motor that generate 191 hp and 155 lb-ft of torque. This powertrain can’t be paired with AWD or the towing package, so it’s a bit limiting. 

The savings may come at the price of comfort. According to Edmunds, the interior is full of hard plastics, and the seats are firm. The ride is pretty bumpy, and the interior is noisy. Plus, the tech is underwhelming. 

But that doesn’t matter. People scooped up the Ford Maverick Hybrid in the blink of an eye, proving that fans will choose affordability over comfort and capability. We’ll keep you updated on what the Maverick does next. 


2022 Ford Maverick Hybrid Production Will Resume in the Summer