The Ford Maverick Is a Small Truck Winning With Young Buyers

The Maverick is a new small Ford truck that offers utility and legitimate affordability. Because of this, it is not all too surprising that the 2022 Ford Maverick pickup has been popular among young buyers and first-time truck owners. As sales reports come in, it appears that roughly 70% of 2022 Maverick sales are going to first-time shoppers in the truck segment, and that is an exciting prospect. It shows compact trucks have the ability to be successful in North America.

Who is buying the 2022 Ford Maverick?

A yellow 2022 Ford Maverick cruises a scenic route as a small truck.
Ford Maverick | Ford

According to an interview with Ford Authority, Trevor Scott, the Ford Maverick Marketing Manager said that over 70% of Maverick small truck orders are coming from customers who are not already truck owners. Unsurprisingly, this includes younger shoppers who are interested in getting their first truck. Because the 2022 Maverick comes standard with a hybrid powertrain, it is more efficient than other trucks, even in the compact truck segment. 

In addition to being popular among younger buyers, the 2022 Maverick pickup truck has also found success with female shoppers. Ford has also reported that about 25% of Maverick buyers are female, compared to the average of 16% for full-size trucks. 

How much is a 2022 Ford Maverick?

The base 2022 Ford Maverick has a cost of about $20,000. This price puts Ford’s small truck closer to that of a compact car than a pickup truck. Other trims and options will push the 2022 Maverick to a high cost, but most models still remain fairly affordable. 

A Ford Maverick compact truck with Area 51 paint has lumber loaded into its bed.
2022 Ford Maverick | Ford

That said, a fully-loaded Maverick can climb north of $30,000, and that does eliminate some of the value proposition of this small truck. If sales are any indication, it does appear that many buyers are opting for the hybrid powertrain over the more powerful turbocharged engine. And that should help to lower some of the costs of this compact pickup.

Can you buy a 2022 Ford Maverick?

Unfortunately, due to demand exceeding production, Ford was forced to place a pause on customer orders for its small truck. Orders are expected to reopen in August, but that is for the 2023 model year. For now, it seems the best way to find a Maverick truck is by going to a Ford dealership. But even then, this small truck sits on a dealership lot for an average of three to four days. 

A white 2022 Ford Maverick sits atop steel wheels as garden soil is lowered into its bed.
2022 Ford Maverick | Ford

Even though the 2022 Maverick models are in short supply, it has not made this vehicle any less popular. During the first quarter of 2022, the Ford Maverick outsold competitors like the Hyundai Santa Cruz. Ford’s small truck also outsold the Ford Ranger, which is a pretty impressive feat. 

Why are Ford Mavericks so cheap?

A couple of factors go into making the Maverick a cheap new truck, it rides on the same platform as the Ford Bronco Sport and the Ford Escape, plus it uses some cheap materials. Of course, that is not unforgivable, for $20,000, buyers should not expect a luxury truck when getting behind the wheel of the Maverick. And that does not seem to bother younger shoppers.

RELATED: Want the Ford Maverick? You May Have to Wait Until 2023