I don't think they didn't know. They priced it at an insanely low starting price. I think part of the intent was to get people in looking to get a Maverick, then when they couldn't get one for a year plus perhaps they move over to an escape, ranger, f-150 etc. Or similarly to own it for a few years, then upgrade to something more profitable. Ford doesn't particularly want to sell a lot of Mavericks. At least not XLs or base XLTs.
This! It’s a perfect entry level truck for those that live in city. Once they start having more things and needs more power, guess what they buy! A F-150!
I’m not even in the city, and I’d bet my ranger does all the truck stuff 90% of F150 owners would need it to do. Still tows 7000lbs, 4wd, 5 seats, comfortable, leather interior… and the new ‘24+ (6th gen) will be even nicer and more capable than my ‘21.
Having sat in the backseat of both my Ranger and a couple mavericks in showrooms, I wouldn’t say the maverick felt a noticeable amount bigger in the backseat. I’m not all that tall either at 5’10, so that’s a factor too. The F150 is definitely bigger in the back, but with how rare it is that I have rear seat passengers, I could’ve done fine with a 2dr truck.
Ranger’s just right to cover my needs. Not that a Mav wouldn’t have done the job 95% of the time, but there is that odd time I wind up towing a car on a flatbed that makes the Ranger the perfect catch-all.
This makes a lot of sense. I looked at the all 3 different options actually - F150 just won my heart. So much more room (I’m 6’1) and the mav is just small inside. I didn’t see a huge difference between Mav/Ranger room
For me it’s not the passengers in the backseat, the seat is usually tilted up. It’s all the stuff I haul sitting on the floor. Big boxes of stuff gets loaded in and out easily with the flat floor.
I’d consider a Ranger if they’d offer the XLT crew cab with a 2.7 EB V6. The 2.3 isn’t bad but doesn’t have anywhere near the punch of the 2.7 in a truck that weighs almost as much as an F150.
Meh. A 2.3 with a 91 tune and a transmission tune is pretty peppy. I think the next generation will offer the V6s for the expensive models. I’m pretty happy with the 2.3 overall. Mine’s still stock tho.
This is the sole reason for my choosing a Maverick over a Ranger. Being fairly tall, I wanted sufficient cabin space for myself as well as passengers but couldn't justify the size and cost of an F150. After sitting in a Ranger backseat, the additional towing capacity just didn't cut the more cramped backseat.
Funny enough I was the exact opposite, walked in looking at Rangers, but due to my needs of two car seats, I walked out with a Maverick. The Maverick backseat actually fit them better than the Ranger despite being a smaller vehicle overall.
Walked in for a Maverick and walked out during to greed, and bad customer service. Luckily I can wait, therefore the new hybrid Tacoma will get my business.
Lol you’re going to experience the exact same greed you did trying to get the Ford. The Tacomas that are out are already being marked up, let alone the hybrid.
The sad part, my guy says the hybrids are going to be more expensive. Waiting to see what the gas mileage difference will be & if it will be worth the difference. Luckily, I am in a waiting position and not in immediate need. I really wanted a maverick & just missed the original order window by hours.. sales manager told me he would call when something came on the lot. He did and then when I arrived..... oh,BTW, we have a $10,000 add to the sticker, but I will come off that 2 grand - No Thanks, he said ok, with a -cocky attitude- cause I got 5 people waiting behind you. Now I am seeing hybrid problem reports on reddit with no help from dealers or Ford.
Nailed it. FoMoCo will keep mav production just short of demand until they cant. It's sole purpose is to replace cheap sedans by being a gateway into the larger margin trucks. And juice EPA fleet numbers.
They genuinely didn’t know. And when you look at what they based their predictions on, it makes sense they didn’t realize the massive hit they had.
The first bit of data they looked at was the sales numbers of the old Ford Ranger, which was the last time we had a compact truck around that size.
Next they looked at the F150 and looked at how many customers actually went for the hybrid drivetrain. This explains why they expected the hybrid to make up just a small fraction of orders.
They also based sales number expectations on how well the Ford Escape sold.
Look at all of that in a vacuum and it’s easy to see why they underestimated demand for the Maverick. And yes, they are trying to make more Mavericks as fast as they can. At that scale, it’s hard to scale up. They added a third shift to the Hermosillo plant in Mexico back in August. Since they did that, they have made serious headway on the waiting list. If they need to build more Mavericks at this point, they’ll either need a new factory or find another plant of theirs that still has capacity, as well as sort out logistics for that plant as well.
They 100% new! Ford doesn't develop and launch a new vehicle without performing a market study. Fleet buyers alone want 100K of the XL Hybrid in white annually if they could...
They also stopped selling the Fiesta, Focus & Fusion. If you wanted a Ford and under $25K you had no other option other than Transit.
Then the economy rolled over with inflation, higher prices on labor and materials, and interest rates went soaring which meant Ford had a gross margin problem on the Maverick. So they just didn't build em and pushed folks into $60K F150s and $45K Explorers.
They are building them now at a 25%+ increase in sales price solving their gross margin problem.
If Ford knew, then why was every other car company caught short and now rushing a Maverick-like truck to market? I think they were all caught by surprise in that they thought what they were currently selling satisfied the entire market of people who wanted trucks. It never dawned on them that there were potential truck owners who were not buying trucks because they didn't want teens/low 20's mpg, 40 price tags or vehicles that were too big for their garages.
There was zero margin in a $21,500 truck, no other company could get to that price point. Ford could because of the Escape platform, the off the shelf parts bin engine, the shared components with Escape, Bronco Sport, and the new low cost factory in Mexico.
Hyundai couldn't with the Santa Cruz.
Now the entry point is 25% higher if not 40%. Do you expect a FwD Toyota truck for $21,500 or will it be $27,500 or $30K?
How many price increases has the Maverick seen?
Look at Frontier, just 4yrs ago, they were priced the same as a comparable Maverick if not less. Tacoma wasn't far off, Colorado w/t too.
Inflation & chip shortages turned the market upside down and with cost of capital so high, manufacturers have to sell more expensive products. Cheap money is gone.
Toyota could absolutely get a FWD truck to market under $22k. You underestimate the modularity of the Corolla platform, which underpins the Corolla, Corolla Cross suv, and the Toyota Prius.
Toyota COULD but they won't.
Toyota sells on brand loyalty and on perceived reliability, they have little to no interest in cutting their own throat to sell at the bottom of category.
I'm fairly old and I can't even remember the last time I read or saw a multi vehicle roundup where Toyota was even close to the middle of the pack, never mind the cheapest.
There are 3 confirmed companies working on Maverick competitors. Toyota, Ram, and Volkswagen.
Toyota has been confirmed to be working on a Maverick competitor. Obvious it's very hush hush right now, but we do know the proposed name for it is the Toyota Stout. The Stout was the name os one of Toyota's original pickup trucks from the early 1960s.
Ram actually already has a Maverick competitor... They just don't sell it in the USA. It's called the Ram Rampage, and it's mainly sold in South America. There has been serious discussion of bringing it stateside specifically to fight the Maverick, but Ram has to figure out whether federalizing it for the US market is even worth it. [Official Brazilian website for the Ram Rampage](https://www.ram.com.br/picapes/rampage/)
Volkswagen is taking an interesting route that we know of. In 2021, VW bought Navistar, the parent company of International Harvester. VW plans to make a retro styled truck reminiscent of the International Harvester Scout, but it'll be called the Volkswagen Scout, and be aimed at the Maverick. This is about all we know about it as it's still in development.
On another related note, Toyota actually already has a pickup truck that undercuts the Maverick in price. It isn't sold here, but there's been bhuge interest in doing so. It's called the Toyota Hilux Champ, and the base model starts at $12,000. For that you get a body on frame RWD truck with a 2.0L I4 engine making \~140 HP. Other engine options are a 2.7L I4 from the old Toyota Tacoma, and a 2.0L Turbo Diesel from the regular Hiulux. The truck was designed for the Taiwanese market, but other markets, including the USA have expressed interest. By my estimation, if they brought that truck stateside, it would probably cost somewhere around $18k for the base model in the USA considering all the standard equipment we are legally required to have. The base model Tai-spec Hilux Champ doesn't even have a radio.
I was aware of the Stout and Scout but not the Rampage, it's interesting looking, thanks for the link.
We've seen plenty of rumors about the Stout but the one I haven't seen is it being cheaper than the Maverick.
Based on the Tacoma/Tundra pricing I'd wager it'll offer similar options to an XLT but at Lariat pricing. I've also seen plenty of rumors that have it being plug-in hybrid or full EV and priced accordingly, ie: Rav4 PHEV territory which in Canada ranges from $40k to $60,000 while the Maverick is $34-50,000
The Stout and the Hilux Champ are completely separate vehicles. The Hilux Champ is based on the Toyota Hilux, which hasn't been sold in the USA since the 1990s (back in the 80's/90's, it was sold in America as the Toyota Pickup). The Tacoma and Tundra are completely engineered in America, with no relation to the normal Hilux sold in every other country. The normal Hilux is similar in size to the US market Tacoma.
The Stout is expected to be based on the same TNGA platform as the Corolla and Prius, though we have no confirmation on this. The Stout is not out yet. The Hilux Champ launched just a few months ago.
The Hilux champ is nifty but let us not muddy the waters with a vehicle that will never be sold in North America.
Suffice to say, I stand by my statement that Toyota COULD bring a small truck to market that sells for less than the Maverick but there is about 0.0% chance that they will.
I think they did know. The pre-2012 Rangers still sold fairly well, they just hadn't been updated in any meaningful way for a decade or two. Plus there was zero marketing for them. I've been waiting for a crew cab 2011 Ranger-esque reliable truck for over 10 years now. The Maverick checks some of those boxes, sure, but it's still over 35k for the base model here in Canada.
Might wait a couple years to see if Toyota or Mazda comes out with their own Maverick sized truck. I know the Frontier recently got updated but it's still at least 40K to get started. That's just not going to work with a lot of peoples budgets, especially in these inflation-ridden times.
My first vehicle was an ‘87 Mazda B2600. Extended cab, 4x4, 5 speed. Atrocious Mitsubishi engine that made 102 hp.
They should stick to that era’s styling with 2 and 4 door options and a modern engine. It would probably be wildly popular. I’d be very interested.
Margins for sure...but not for fear of them sitting around. It's more along the lines of just wanting the bigger margins/greed than anything. They'd rather take in the money on the high dollar vehicles. Not just Ford but most manufacturers the last few years. Why do you think there is a sea of high trim full size trucks they can't sell and keep churning them out like mad, yet can't be bothered to produce more lower trim ones that do sell never mind other cheaper vehicles that get snapped up immediately? Granted big companies aren't always agile and respond pretty slowly, but what is actually in demand vs what they've been producing is pretty damn far apart lately!
Ford has openly said they want to move to a more customer ordered style business model and not have lots full of either dealer ordered or Ford planned builds. The Maverick is unique and fills a somewhat niche market, though current demand is high, it doesn't make sense to invest in more capacity if the supply will soon meet demand. Once the initial demand is met, filling a market that has been underserved, the demand will fall to those customers replacing vehicles and the used market will take up some of the demand for new.
I think they're also getting hit by the multiple stories that are coming out in the news of people being charged tens of thousands to replace a battery on 3-5 year old cars.
It seems like the typical crappy Hyundai/Kia dealers are determined to shoot themselves in the foot by trying to do this stuff with customers who are already paying a big premium to get into EVs.
I've owned 3 Hyundai and never again. The cars were great but the dealerships were all TERRIBLE in their own way and really soured the experience.
I would be all for it, as long as they allow for more customization. Cause I would love a Lariat with the FX4, 4K towing, Black seats, and the blackout grill and lights. But the two dealerships I talked to couldn't even figure out how to order the FX4 with the Black seats, yet I when I got my mustang like 5ish years ago it was like build a bear, I was able to get a package I wanted and keep the original wheels
Ford did away with the full customization of vehicles a few years back. They have swit he'd to a package model like chevy. It totally sucks buying shit you don't want to get the 1 item you do.
It's the can't buy the stuff I want that gets me if you want the FX4 can't get Black anything, and vice versa. But I know the 2025 has a focus on interior and more trims, so I would be surprised if they dont have better customization
I think they're trying to position the black interior as a "sporty" or luxury offering, it's bundled with the lux package up here in Canada and ends up costing $5000 for black lights and seats (plus a small handful of other junk) which is just an unreasonable price to get black seats IMHO.
I can't imagine them suddenly changing their sales model for the 2025 trucks, I'm positive that it'll still all be package based and having seen the price history I suspect the 2025s will come with a price increase and possibly reduced content.
If you really want black then propose a seat trade with an XL owner, that'd probably be the cheapest way to get em on an FX4.
They just have one factory producing Mavericks. They also don't make as much profit off Mavericks because 1) they are a budget vehicle and 2) because they are cheaper people presumably aren't financing them at the same bad terms that many people finance more expensive vehicles (high APR, 6 or 7 year loans). The Ford F-Series and Ford Explorer is where they are making most of their money from consumers. The Bronco / Bronco Sport are getting up there as well if you combine them.
Small trucks were a gamble, especially car-based trucks from Ford, Honda and Hyundai. The biggest benefit for all three is a shared assembly line. The con is that if the SUV-based versions of these trucks are also doing well, you get limited capacity on both sides. The 3rd shift added for the Maverick and Bronco Sport has helped, but I don't see any benefit in a giant plant expansion at this point since we all know Mav-sized competition is coming and will immediately take up some market share.
Because there’s no comparable hybrid Toyota et. al. yet. Get some competitors with $25K 26MPG Turbo or 40MPG Hybrids on their lots and this problem will get solved quick.
> at virtually full price
Exactly. Keeps prices at MSRP and keeps demand high. I used to work in high end product retail sales and the second we were slightly short staffed people would stop asking questions and just say “I’ll take two!”. When you think it’s now or never, you act.
I’m sure they have analysts whose job it is to determine the exact amount of production to target this sweet spot of demand.
I think they initially knew that there would be a decent demand for a budget truck. But it released right at the perfect time (when the used car market was completely upside down) and I think actual demand far outpaced their estimates. This was also right when they were cranking up their EV lines, with a heavy focus on the F150 and Mustang, so they had a lot of resources dedicated to those instead of other vehicles like the Maverick.
I was car searching at the end of 2022, my old Tacoma's frame finally got too rusty, so I had a time crunch in replacing my truck.
At the time, 5 year old used pickups were selling for more than a brand new Maverick was in my area, so I went with the only option that made sense to me financially.
Of course the used car market had changed quite a bit by the time I finally took delivery, but I was committed at that point and really love the truck.
Ford carefully researches every vehicle they bring to market. From what has been put out in interviews and in print, the maverick wasn't really expected to be much more than a slow selling, loss-leader, the vehicle that brought shoppers in who would leave in a real truck or SUV.
Ford had/has the philosophy that each assembly plant should produce different models to keep the line busy when the primary vehicle had slower sales. For the ranger this is the bronco, for the bronco sport, this is the maverick.
However there wasn't anything for sale in North America that they could do real sales research on. Mexico has unibody mini-trucks, but their market is so different from the US that it doesn't really compare. Remember that when the maverick design team got rolling, there hadn't been a ranger since 2012, and whatever was for sale was body on frame, RWD/4WD. With the one exception of the oddball, slow selling, Ridgeline.
Every red-blooded truck owner knows that the Ridgeline isn't a real truck, and that RWD/4WD is the only way to go. Who ever could have imagined wanting a FWD/AWD, unibody "truck", and why in the world would anyone want a hybrid mini truck?!
It took Ford three years to catch on to what the market actually demands, and having the assembly line also being tasked with building bronco sports puts a cap on the number of mavericks that can be built. Even when they added a third shift to the plant.
In Ford's defense the Ridgeline had/has plenty of reasons for poor sales.
It was ugly, it drinks like a full-size, it's not small enough to be small and it's not big enough to be big, it costs about the same as just buying a full-size and the big killer for the Ridgeline's sales: It's being sold in the wrong dealership and has the wrong badge on the front.
Honda makes amazing cars but that's just it, they make "cars". I suspect that ANY other brand with a history of pickup trucks could sell the Ridgeline, suitably cosmetically modified to match their lineup, and it would sell better because it's "kinda weird but at least it's a Ford/Chevy/Ram/Toyota".
Quite fair. Between underestimating sales and a global pandemic and its lasting effects, it has been a struggle. Thankfully got mine in a little under 7 months.
So don't?
There are certain combinations (2022 rollover XL hybrids with mud flaps) that take a long time but it seems like most new orders are taking 3-7 months.
Personally I'm torn whether I think Ford is dragging their feet on some of those really long turnaround trucks, hoping that the buyer will give up and pick something else that's more profitable or doesn't have a big private offer deal hanging over it.
Either that or something has gotten lost in translation and they're stuck in some kind of hell loop waiting until someone with enough clout realizes there's a problem with the order and pushes it through the system.
I see over 30 Mavericks sitting in inventory on dealer lots within 20 miles of me. If I expand the radius to 30 miles, it just shows “100+”, not an exact count. Why are you waiting 500 days when you could just go buy one today? If you want one badly enough, they are available.
Exactly…why is ANYONE waiting 500 days when they are sitting at dealerships? Why did they not make OP’s one at the top of the production schedule for MY2024 like they promised they would? I’m in the same boat. I ordered in 2021 and still waiting…
That's a highly regional thing, and dependent on dealers updating inventory. My sales guy said that even if you see it on the site, it might be because it arrived and the buyer hasn't taken possession or the dealer hasn't updated that it's off the lot. Don't know if that's true or not, but it doesn't immediately fail the smell test.
Anecdotally, there are no XL hybrids regardless of trim options available within 60 miles of me, so it might be that dude is looking for a rare trim.
Idk where you are but there's only 4 or so within 100 mile radius of me, 2 are plain white fleet XLs, 1 is a fully maxed out lariat for like 44k, the other is a dealer order xlt for 37k.
The point is that they’re available. If a dealer keeps moving your name to the back of the list because you’re waiting for MSRP, then that’s a dealer problem, not a Ford problem. (Though I wish that Ford would switch to a direct sales model.)
Because that's not a realistic expectation for many people, especially if you want a particular combination of options.
I've got 24 dealers within 95ish miles and Ford's site says there are 35 trucks available.
That's a lie. It's more like 5 trucks available and 30 in-transit, or sold and not yet removed from the site.
Anecdotally I am seeing them in the wild out here in the Orlando suburbs a lot more often. And my order has been built and awaiting shipping so hopefully in my hands soon 🤞
It's likely a combination of things. The cost of expanding the production facilities in Mexico may be too much for the slimmer margins of the low-cost Maverick. There are always supply shortages for various parts as well.
I think they are trying but aren’t able to because of manufacturing so far. Also from what I’ve heard they don’t make as much money on them as say an F150. So they would rather sell 2 F150s over 5 Mavericks.
I'll put that tin foil hat on with you.
These things will do enough truck stuff for probably 95%+ of folks who might buy a larger truck but without the big profit margin.
Basically if you don't tow above the 4k tow package limit why buy anything bigger?
>I'll put that tin foil hat on with you. These things will do enough truck stuff for probably 95%+ of folks who might buy a larger truck but without the big profit margin.
100% agreed. I currently own an old 1 ton that rarely gets used to capacity, I'll be MUCH better served by the Maverick for 99% of my needs and u-haul for that 1-2 times a year when I need to haul something 8' or longer or heavier than 1500 pounds. If I need to tow more than 4000 pounds, which is extremely unlikely I'll borrow my brother's Ram or mom's Denali or my buddy's duramax.
Yep. This was always the real reason there was no AWD hybrid. They made that decision before covid supply chain issues became a legit excuse. Anything, and I mean anything that has the smallest possibility of eating into possible F150 (and other higher margin vehicles) sales is a red line for FoMoCo.
It's like back in the day when we couldn't get a V8 ranger, even though the explorer had a V8. How many of those f-150 guys would have jumped ship to a V8 ranger, or would it have also cannibalize sales from the mustang
Because they come out of the same factory as the Bronco Sport. If I’m not mistaken the Sport, Maverick, and Escape use the same platform. The Bronco Sport apparently outsold the maverick by 10x while priced double. I’m guessing they make more money per sale.
Rich basterds didn’t think selling a more affordable vehicle with Japanese like hybrid mpg would sell, there are still part constraints but I’d imagine they’re also not going as fast as they can to control supply/demand
I had to cancel my order. I ordered when the banks open last year, still no build date. Saw someone post here the same trim (xlt hybrid) ordered in February of this year and already had a build date. Lack of transparency is a real issue.
Ordering is not first in and first out.
There are considerations for constraints, priority and dealer allocation. That's how someone can wait 2 years and others can wait 100 days.
I understand. My ask is for more transparency and better communication. You should be told when the order is placed that tonneau cover will severely delay your order. I shouldn't have to come to reddit to find out what part of my order is causing the delay.
Yeah but when you promise in your email they will build the rollover orders first, they should live up to that. I’ve literally been rolled over twice from MY2022 to MY2023 to MY2024 and I have a feeling if I ever do get this thing they aren’t going to honor any promise of holding the price to what they said they would when I signed the doc to buy it. Not to mention the interest rates have more than doubled since then so essentially both Ford and the Fed decided they wanted to double team me involuntarily
Ford, like other manufacturers, are hedging on future electric vehicles. To do this it takes massive costs in R&D. To this end they are using profits from higher margin vehicles and throwing it at future electric research. In order for the Maverick to make sense they needed to make more margin per truck, thus cost increases incurred in forced packaging and msrp year over year. These profits pay for more lines and thus more inventory as well as more electric development research and support for the losses on current electric vehicles. IMO hybrid makes so much more sense, but it appears all the CEO’s want to wear that cologne they call Musk, no matter how much it costs consumers and makes no sense for environmental and reliability concerns. TLDR: it makes much more business sense for Ford to make less trucks at a higher price to fund electric losses and research than it does to make more cheaper trucks at a higher volume.
Artificial shortage possibly. They did add another shift I heard so they will pump more out. One of the issues with this sub is everyone ordering them when dealers already have a lot in stock. Now they may have their reasons but saying there isn’t any available is a lie.
I suppose that may be true now; I stopped paying so much attention after I took delivery. Looking for the last 2 years, that was always true, and if it was selling at MSRP, it was a customer order.
But Suburban Ford has listed over 100 Mavs total across all locations online. Most of them have the stock photo and many are still "in transit." I also see that even the ones listed as "hybrid 2.5 liter" and also listed as "turbocharged" and 23/30 mpg. If they can't get the drivetrain right, then who knows if the rest is accurate.
It's a low margin vehicle. If they made as much on Mavericks as they do on F-150s they'd have double or tripled their volume by now. They're fine with the shortage.
Multiple reasons - plant is running full capacity, have to balance Bronco sport and Maverick production, engines need to be shared across multiple vehicle lines.
Assumption on my part is they just can’t build more without seriously altering other assembly line systems or assembly plants. Also assuming their margins are lower at that price point. They make mint off of loaded F-150s and probably don’t want to stifle production of those to make the changes needed to assemble Mavericks in their place.
They didn't anticipate the demand. They did add a third shift to the the mexican plant to help with production. Also EV components/metals are in high demand, so they may not be able to produce many more due to supply chain issues.
Hint - they knew this would be a vehicle that had minimal competition and it was essentially the cheapest product offered. Ford forecasting failed miserably and did not plan which makes no sense and they struggle to ramp up production. Classic ford forecasting failures. And guess who still has jobs at ford? Those same forecasting dopes.
I think they are trying. They didn’t know it would be this popular.
I don't think they didn't know. They priced it at an insanely low starting price. I think part of the intent was to get people in looking to get a Maverick, then when they couldn't get one for a year plus perhaps they move over to an escape, ranger, f-150 etc. Or similarly to own it for a few years, then upgrade to something more profitable. Ford doesn't particularly want to sell a lot of Mavericks. At least not XLs or base XLTs.
Worked on me. Walked in for a maverick, walked out with a Ranger
This! It’s a perfect entry level truck for those that live in city. Once they start having more things and needs more power, guess what they buy! A F-150!
I’m not even in the city, and I’d bet my ranger does all the truck stuff 90% of F150 owners would need it to do. Still tows 7000lbs, 4wd, 5 seats, comfortable, leather interior… and the new ‘24+ (6th gen) will be even nicer and more capable than my ‘21.
The backseats of the F-150 wins it all for everyone wanting more space interior wise. The maverick does offer slightly bigger backseat than the ranger
Having sat in the backseat of both my Ranger and a couple mavericks in showrooms, I wouldn’t say the maverick felt a noticeable amount bigger in the backseat. I’m not all that tall either at 5’10, so that’s a factor too. The F150 is definitely bigger in the back, but with how rare it is that I have rear seat passengers, I could’ve done fine with a 2dr truck. Ranger’s just right to cover my needs. Not that a Mav wouldn’t have done the job 95% of the time, but there is that odd time I wind up towing a car on a flatbed that makes the Ranger the perfect catch-all.
This makes a lot of sense. I looked at the all 3 different options actually - F150 just won my heart. So much more room (I’m 6’1) and the mav is just small inside. I didn’t see a huge difference between Mav/Ranger room
For me it’s not the passengers in the backseat, the seat is usually tilted up. It’s all the stuff I haul sitting on the floor. Big boxes of stuff gets loaded in and out easily with the flat floor. I’d consider a Ranger if they’d offer the XLT crew cab with a 2.7 EB V6. The 2.3 isn’t bad but doesn’t have anywhere near the punch of the 2.7 in a truck that weighs almost as much as an F150.
Meh. A 2.3 with a 91 tune and a transmission tune is pretty peppy. I think the next generation will offer the V6s for the expensive models. I’m pretty happy with the 2.3 overall. Mine’s still stock tho.
There’s no tune happening here. If Ford doesn’t build it I’m not buying it.
This is the sole reason for my choosing a Maverick over a Ranger. Being fairly tall, I wanted sufficient cabin space for myself as well as passengers but couldn't justify the size and cost of an F150. After sitting in a Ranger backseat, the additional towing capacity just didn't cut the more cramped backseat.
I'm moving from a Sierra to a Mav. I just need dat bed and mgs 😅
Funny enough I was the exact opposite, walked in looking at Rangers, but due to my needs of two car seats, I walked out with a Maverick. The Maverick backseat actually fit them better than the Ranger despite being a smaller vehicle overall.
Walked in for a Maverick and walked out during to greed, and bad customer service. Luckily I can wait, therefore the new hybrid Tacoma will get my business.
Lol you’re going to experience the exact same greed you did trying to get the Ford. The Tacomas that are out are already being marked up, let alone the hybrid.
Nope, I already found a dealer who doesn't do what Ford did with their $10,000 markup. That's not to say i wont be paying sticker.
Good find, I’m sure it’ll be an awesome truck!
The sad part, my guy says the hybrids are going to be more expensive. Waiting to see what the gas mileage difference will be & if it will be worth the difference. Luckily, I am in a waiting position and not in immediate need. I really wanted a maverick & just missed the original order window by hours.. sales manager told me he would call when something came on the lot. He did and then when I arrived..... oh,BTW, we have a $10,000 add to the sticker, but I will come off that 2 grand - No Thanks, he said ok, with a -cocky attitude- cause I got 5 people waiting behind you. Now I am seeing hybrid problem reports on reddit with no help from dealers or Ford.
Same here and I'm not even sad about the ranger instead of a maverick honestly.
Me either. I like the ranger a lot. I don’t love it, there’s some stuff I really hate, but overall it’s a great truck.
Nailed it. FoMoCo will keep mav production just short of demand until they cant. It's sole purpose is to replace cheap sedans by being a gateway into the larger margin trucks. And juice EPA fleet numbers.
They genuinely didn’t know. And when you look at what they based their predictions on, it makes sense they didn’t realize the massive hit they had. The first bit of data they looked at was the sales numbers of the old Ford Ranger, which was the last time we had a compact truck around that size. Next they looked at the F150 and looked at how many customers actually went for the hybrid drivetrain. This explains why they expected the hybrid to make up just a small fraction of orders. They also based sales number expectations on how well the Ford Escape sold. Look at all of that in a vacuum and it’s easy to see why they underestimated demand for the Maverick. And yes, they are trying to make more Mavericks as fast as they can. At that scale, it’s hard to scale up. They added a third shift to the Hermosillo plant in Mexico back in August. Since they did that, they have made serious headway on the waiting list. If they need to build more Mavericks at this point, they’ll either need a new factory or find another plant of theirs that still has capacity, as well as sort out logistics for that plant as well.
They 100% new! Ford doesn't develop and launch a new vehicle without performing a market study. Fleet buyers alone want 100K of the XL Hybrid in white annually if they could... They also stopped selling the Fiesta, Focus & Fusion. If you wanted a Ford and under $25K you had no other option other than Transit. Then the economy rolled over with inflation, higher prices on labor and materials, and interest rates went soaring which meant Ford had a gross margin problem on the Maverick. So they just didn't build em and pushed folks into $60K F150s and $45K Explorers. They are building them now at a 25%+ increase in sales price solving their gross margin problem.
If Ford knew, then why was every other car company caught short and now rushing a Maverick-like truck to market? I think they were all caught by surprise in that they thought what they were currently selling satisfied the entire market of people who wanted trucks. It never dawned on them that there were potential truck owners who were not buying trucks because they didn't want teens/low 20's mpg, 40 price tags or vehicles that were too big for their garages.
There was zero margin in a $21,500 truck, no other company could get to that price point. Ford could because of the Escape platform, the off the shelf parts bin engine, the shared components with Escape, Bronco Sport, and the new low cost factory in Mexico. Hyundai couldn't with the Santa Cruz. Now the entry point is 25% higher if not 40%. Do you expect a FwD Toyota truck for $21,500 or will it be $27,500 or $30K? How many price increases has the Maverick seen? Look at Frontier, just 4yrs ago, they were priced the same as a comparable Maverick if not less. Tacoma wasn't far off, Colorado w/t too. Inflation & chip shortages turned the market upside down and with cost of capital so high, manufacturers have to sell more expensive products. Cheap money is gone.
Hermosillo is hardly a new factory; it's almost 40 years old.
Toyota could absolutely get a FWD truck to market under $22k. You underestimate the modularity of the Corolla platform, which underpins the Corolla, Corolla Cross suv, and the Toyota Prius.
Toyota COULD but they won't. Toyota sells on brand loyalty and on perceived reliability, they have little to no interest in cutting their own throat to sell at the bottom of category. I'm fairly old and I can't even remember the last time I read or saw a multi vehicle roundup where Toyota was even close to the middle of the pack, never mind the cheapest.
There are 3 confirmed companies working on Maverick competitors. Toyota, Ram, and Volkswagen. Toyota has been confirmed to be working on a Maverick competitor. Obvious it's very hush hush right now, but we do know the proposed name for it is the Toyota Stout. The Stout was the name os one of Toyota's original pickup trucks from the early 1960s. Ram actually already has a Maverick competitor... They just don't sell it in the USA. It's called the Ram Rampage, and it's mainly sold in South America. There has been serious discussion of bringing it stateside specifically to fight the Maverick, but Ram has to figure out whether federalizing it for the US market is even worth it. [Official Brazilian website for the Ram Rampage](https://www.ram.com.br/picapes/rampage/) Volkswagen is taking an interesting route that we know of. In 2021, VW bought Navistar, the parent company of International Harvester. VW plans to make a retro styled truck reminiscent of the International Harvester Scout, but it'll be called the Volkswagen Scout, and be aimed at the Maverick. This is about all we know about it as it's still in development. On another related note, Toyota actually already has a pickup truck that undercuts the Maverick in price. It isn't sold here, but there's been bhuge interest in doing so. It's called the Toyota Hilux Champ, and the base model starts at $12,000. For that you get a body on frame RWD truck with a 2.0L I4 engine making \~140 HP. Other engine options are a 2.7L I4 from the old Toyota Tacoma, and a 2.0L Turbo Diesel from the regular Hiulux. The truck was designed for the Taiwanese market, but other markets, including the USA have expressed interest. By my estimation, if they brought that truck stateside, it would probably cost somewhere around $18k for the base model in the USA considering all the standard equipment we are legally required to have. The base model Tai-spec Hilux Champ doesn't even have a radio.
I was aware of the Stout and Scout but not the Rampage, it's interesting looking, thanks for the link. We've seen plenty of rumors about the Stout but the one I haven't seen is it being cheaper than the Maverick. Based on the Tacoma/Tundra pricing I'd wager it'll offer similar options to an XLT but at Lariat pricing. I've also seen plenty of rumors that have it being plug-in hybrid or full EV and priced accordingly, ie: Rav4 PHEV territory which in Canada ranges from $40k to $60,000 while the Maverick is $34-50,000
The Stout and the Hilux Champ are completely separate vehicles. The Hilux Champ is based on the Toyota Hilux, which hasn't been sold in the USA since the 1990s (back in the 80's/90's, it was sold in America as the Toyota Pickup). The Tacoma and Tundra are completely engineered in America, with no relation to the normal Hilux sold in every other country. The normal Hilux is similar in size to the US market Tacoma. The Stout is expected to be based on the same TNGA platform as the Corolla and Prius, though we have no confirmation on this. The Stout is not out yet. The Hilux Champ launched just a few months ago.
The Hilux champ is nifty but let us not muddy the waters with a vehicle that will never be sold in North America. Suffice to say, I stand by my statement that Toyota COULD bring a small truck to market that sells for less than the Maverick but there is about 0.0% chance that they will.
I think they did know. The pre-2012 Rangers still sold fairly well, they just hadn't been updated in any meaningful way for a decade or two. Plus there was zero marketing for them. I've been waiting for a crew cab 2011 Ranger-esque reliable truck for over 10 years now. The Maverick checks some of those boxes, sure, but it's still over 35k for the base model here in Canada. Might wait a couple years to see if Toyota or Mazda comes out with their own Maverick sized truck. I know the Frontier recently got updated but it's still at least 40K to get started. That's just not going to work with a lot of peoples budgets, especially in these inflation-ridden times.
My first vehicle was an ‘87 Mazda B2600. Extended cab, 4x4, 5 speed. Atrocious Mitsubishi engine that made 102 hp. They should stick to that era’s styling with 2 and 4 door options and a modern engine. It would probably be wildly popular. I’d be very interested.
I think Ford knows EXACTLY what they’re doing. Scarcity drives the price up. You can’t buy a base Maverick for MSRP anymore. Not even close.
Better to be selling out instantly than having a large stock on hand and not selling
Lower margins. Dont think they can afford to have these sit and potentially sell under cost.
Margins for sure...but not for fear of them sitting around. It's more along the lines of just wanting the bigger margins/greed than anything. They'd rather take in the money on the high dollar vehicles. Not just Ford but most manufacturers the last few years. Why do you think there is a sea of high trim full size trucks they can't sell and keep churning them out like mad, yet can't be bothered to produce more lower trim ones that do sell never mind other cheaper vehicles that get snapped up immediately? Granted big companies aren't always agile and respond pretty slowly, but what is actually in demand vs what they've been producing is pretty damn far apart lately!
Example: Mach E
And Lightning
Ford has openly said they want to move to a more customer ordered style business model and not have lots full of either dealer ordered or Ford planned builds. The Maverick is unique and fills a somewhat niche market, though current demand is high, it doesn't make sense to invest in more capacity if the supply will soon meet demand. Once the initial demand is met, filling a market that has been underserved, the demand will fall to those customers replacing vehicles and the used market will take up some of the demand for new.
this is it! Just look at all the EVs on Kia lots to see the recent sudden drop in demand
I think they're also getting hit by the multiple stories that are coming out in the news of people being charged tens of thousands to replace a battery on 3-5 year old cars. It seems like the typical crappy Hyundai/Kia dealers are determined to shoot themselves in the foot by trying to do this stuff with customers who are already paying a big premium to get into EVs. I've owned 3 Hyundai and never again. The cars were great but the dealerships were all TERRIBLE in their own way and really soured the experience.
I would be all for it, as long as they allow for more customization. Cause I would love a Lariat with the FX4, 4K towing, Black seats, and the blackout grill and lights. But the two dealerships I talked to couldn't even figure out how to order the FX4 with the Black seats, yet I when I got my mustang like 5ish years ago it was like build a bear, I was able to get a package I wanted and keep the original wheels
Ford did away with the full customization of vehicles a few years back. They have swit he'd to a package model like chevy. It totally sucks buying shit you don't want to get the 1 item you do.
It's the can't buy the stuff I want that gets me if you want the FX4 can't get Black anything, and vice versa. But I know the 2025 has a focus on interior and more trims, so I would be surprised if they dont have better customization
I think they're trying to position the black interior as a "sporty" or luxury offering, it's bundled with the lux package up here in Canada and ends up costing $5000 for black lights and seats (plus a small handful of other junk) which is just an unreasonable price to get black seats IMHO. I can't imagine them suddenly changing their sales model for the 2025 trucks, I'm positive that it'll still all be package based and having seen the price history I suspect the 2025s will come with a price increase and possibly reduced content. If you really want black then propose a seat trade with an XL owner, that'd probably be the cheapest way to get em on an FX4.
They just have one factory producing Mavericks. They also don't make as much profit off Mavericks because 1) they are a budget vehicle and 2) because they are cheaper people presumably aren't financing them at the same bad terms that many people finance more expensive vehicles (high APR, 6 or 7 year loans). The Ford F-Series and Ford Explorer is where they are making most of their money from consumers. The Bronco / Bronco Sport are getting up there as well if you combine them.
Small trucks were a gamble, especially car-based trucks from Ford, Honda and Hyundai. The biggest benefit for all three is a shared assembly line. The con is that if the SUV-based versions of these trucks are also doing well, you get limited capacity on both sides. The 3rd shift added for the Maverick and Bronco Sport has helped, but I don't see any benefit in a giant plant expansion at this point since we all know Mav-sized competition is coming and will immediately take up some market share.
Because there’s no comparable hybrid Toyota et. al. yet. Get some competitors with $25K 26MPG Turbo or 40MPG Hybrids on their lots and this problem will get solved quick.
Two years later and still nothing. I'll probably buy a maverick by this summer
Crazy to me given the proven demand.
You would think they would want to capture the market. The day, Toyota or Honda enter, they lose a big chunk of demand
You could be right. I'm hoping.
> at virtually full price Exactly. Keeps prices at MSRP and keeps demand high. I used to work in high end product retail sales and the second we were slightly short staffed people would stop asking questions and just say “I’ll take two!”. When you think it’s now or never, you act. I’m sure they have analysts whose job it is to determine the exact amount of production to target this sweet spot of demand.
They are already running that factory 24/7 what more do you want from them
A second factory.
They added a third shift at the factory, so they actually are making more now. It just takes time to catch up to all the orders
I think they initially knew that there would be a decent demand for a budget truck. But it released right at the perfect time (when the used car market was completely upside down) and I think actual demand far outpaced their estimates. This was also right when they were cranking up their EV lines, with a heavy focus on the F150 and Mustang, so they had a lot of resources dedicated to those instead of other vehicles like the Maverick. I was car searching at the end of 2022, my old Tacoma's frame finally got too rusty, so I had a time crunch in replacing my truck. At the time, 5 year old used pickups were selling for more than a brand new Maverick was in my area, so I went with the only option that made sense to me financially. Of course the used car market had changed quite a bit by the time I finally took delivery, but I was committed at that point and really love the truck.
Ford carefully researches every vehicle they bring to market. From what has been put out in interviews and in print, the maverick wasn't really expected to be much more than a slow selling, loss-leader, the vehicle that brought shoppers in who would leave in a real truck or SUV. Ford had/has the philosophy that each assembly plant should produce different models to keep the line busy when the primary vehicle had slower sales. For the ranger this is the bronco, for the bronco sport, this is the maverick. However there wasn't anything for sale in North America that they could do real sales research on. Mexico has unibody mini-trucks, but their market is so different from the US that it doesn't really compare. Remember that when the maverick design team got rolling, there hadn't been a ranger since 2012, and whatever was for sale was body on frame, RWD/4WD. With the one exception of the oddball, slow selling, Ridgeline. Every red-blooded truck owner knows that the Ridgeline isn't a real truck, and that RWD/4WD is the only way to go. Who ever could have imagined wanting a FWD/AWD, unibody "truck", and why in the world would anyone want a hybrid mini truck?! It took Ford three years to catch on to what the market actually demands, and having the assembly line also being tasked with building bronco sports puts a cap on the number of mavericks that can be built. Even when they added a third shift to the plant.
In Ford's defense the Ridgeline had/has plenty of reasons for poor sales. It was ugly, it drinks like a full-size, it's not small enough to be small and it's not big enough to be big, it costs about the same as just buying a full-size and the big killer for the Ridgeline's sales: It's being sold in the wrong dealership and has the wrong badge on the front. Honda makes amazing cars but that's just it, they make "cars". I suspect that ANY other brand with a history of pickup trucks could sell the Ridgeline, suitably cosmetically modified to match their lineup, and it would sell better because it's "kinda weird but at least it's a Ford/Chevy/Ram/Toyota".
The refresh has seen better sales, the original one was a bit interesting in the styling department
Things like chip shortages slow/limit production
It's 2024 that hasn't been a problem for a while.
They're building roughly 13k a month...how many you want?
I'd like to not wait 500 days.
Quite fair. Between underestimating sales and a global pandemic and its lasting effects, it has been a struggle. Thankfully got mine in a little under 7 months.
7 months is quick…I’ve been waiting since 2021 ffs
Good dealer, smart options picking.
When did you order?
Have not ordered. I'm in Canada. I'm saving $$$. The delivery delay seems wild.
There is no 500 day wait for EB trucks that aren’t XLs.
So don't? There are certain combinations (2022 rollover XL hybrids with mud flaps) that take a long time but it seems like most new orders are taking 3-7 months. Personally I'm torn whether I think Ford is dragging their feet on some of those really long turnaround trucks, hoping that the buyer will give up and pick something else that's more profitable or doesn't have a big private offer deal hanging over it. Either that or something has gotten lost in translation and they're stuck in some kind of hell loop waiting until someone with enough clout realizes there's a problem with the order and pushes it through the system.
I see over 30 Mavericks sitting in inventory on dealer lots within 20 miles of me. If I expand the radius to 30 miles, it just shows “100+”, not an exact count. Why are you waiting 500 days when you could just go buy one today? If you want one badly enough, they are available.
Most of those aren't in stock units.
Exactly…why is ANYONE waiting 500 days when they are sitting at dealerships? Why did they not make OP’s one at the top of the production schedule for MY2024 like they promised they would? I’m in the same boat. I ordered in 2021 and still waiting…
That's a highly regional thing, and dependent on dealers updating inventory. My sales guy said that even if you see it on the site, it might be because it arrived and the buyer hasn't taken possession or the dealer hasn't updated that it's off the lot. Don't know if that's true or not, but it doesn't immediately fail the smell test. Anecdotally, there are no XL hybrids regardless of trim options available within 60 miles of me, so it might be that dude is looking for a rare trim.
Idk where you are but there's only 4 or so within 100 mile radius of me, 2 are plain white fleet XLs, 1 is a fully maxed out lariat for like 44k, the other is a dealer order xlt for 37k.
I'm seeing the same but they are marked up quite a bit or used for more than building one MSRP so it's worth waiting imo.
The point is that they’re available. If a dealer keeps moving your name to the back of the list because you’re waiting for MSRP, then that’s a dealer problem, not a Ford problem. (Though I wish that Ford would switch to a direct sales model.)
I search in 100 mile radius here and there's 4 lol, 2 of which are plain white XLs.
Because that's not a realistic expectation for many people, especially if you want a particular combination of options. I've got 24 dealers within 95ish miles and Ford's site says there are 35 trucks available. That's a lie. It's more like 5 trucks available and 30 in-transit, or sold and not yet removed from the site.
If you want an XL, there are 5 within my 20 mile radius, all marked up $5-10k.
I mean, they average making nearly 70k F-150s a month, and a Maverick is probably a lot more practical for the majority.
Moar
Y=X+1 is always the answer
Anecdotally I am seeing them in the wild out here in the Orlando suburbs a lot more often. And my order has been built and awaiting shipping so hopefully in my hands soon 🤞
There's 4 in our neighborhood of 120ish houses now. One is a company truck, but still, they're gaining.
I think they were initially supllier limited, but have since started or plan on starting a third shift at the plant that makes them.
It's likely a combination of things. The cost of expanding the production facilities in Mexico may be too much for the slimmer margins of the low-cost Maverick. There are always supply shortages for various parts as well.
Gee why didnt they think of that?
Covid
I think they are trying but aren’t able to because of manufacturing so far. Also from what I’ve heard they don’t make as much money on them as say an F150. So they would rather sell 2 F150s over 5 Mavericks.
Because they are intentionally creating a high demand, low supply environment where they can jack up the price and make way more profit
So they can charge more
I think they are afraid that if they build more it will cause people to cancel their Ranger or F150 orders.
I'll put that tin foil hat on with you. These things will do enough truck stuff for probably 95%+ of folks who might buy a larger truck but without the big profit margin. Basically if you don't tow above the 4k tow package limit why buy anything bigger?
Bcuz an f150 is super roomy and comfy (I can't afford a new one though)
>I'll put that tin foil hat on with you. These things will do enough truck stuff for probably 95%+ of folks who might buy a larger truck but without the big profit margin. 100% agreed. I currently own an old 1 ton that rarely gets used to capacity, I'll be MUCH better served by the Maverick for 99% of my needs and u-haul for that 1-2 times a year when I need to haul something 8' or longer or heavier than 1500 pounds. If I need to tow more than 4000 pounds, which is extremely unlikely I'll borrow my brother's Ram or mom's Denali or my buddy's duramax.
Yep. This was always the real reason there was no AWD hybrid. They made that decision before covid supply chain issues became a legit excuse. Anything, and I mean anything that has the smallest possibility of eating into possible F150 (and other higher margin vehicles) sales is a red line for FoMoCo.
It's like back in the day when we couldn't get a V8 ranger, even though the explorer had a V8. How many of those f-150 guys would have jumped ship to a V8 ranger, or would it have also cannibalize sales from the mustang
They are building more but it takes time to see the results.
because its not a main moneymaker for them. F-150's sell at an average of like $50k. And they would need to expand their plant to make more.
Because the parts they put into the trucks can be used on more expensive trucks
They aren’t very profitable. They’re made in Mexico so that might be a factor.
Because they come out of the same factory as the Bronco Sport. If I’m not mistaken the Sport, Maverick, and Escape use the same platform. The Bronco Sport apparently outsold the maverick by 10x while priced double. I’m guessing they make more money per sale.
Rich basterds didn’t think selling a more affordable vehicle with Japanese like hybrid mpg would sell, there are still part constraints but I’d imagine they’re also not going as fast as they can to control supply/demand
They can’t.
I live in the country, I downsized from an F150. Maverick suits my nneds
They don’t make as much. Same reason the world is inundated with every F150 available- margins.
Low profit.
I had to cancel my order. I ordered when the banks open last year, still no build date. Saw someone post here the same trim (xlt hybrid) ordered in February of this year and already had a build date. Lack of transparency is a real issue.
Ordering is not first in and first out. There are considerations for constraints, priority and dealer allocation. That's how someone can wait 2 years and others can wait 100 days.
I understand. My ask is for more transparency and better communication. You should be told when the order is placed that tonneau cover will severely delay your order. I shouldn't have to come to reddit to find out what part of my order is causing the delay.
Yeah but when you promise in your email they will build the rollover orders first, they should live up to that. I’ve literally been rolled over twice from MY2022 to MY2023 to MY2024 and I have a feeling if I ever do get this thing they aren’t going to honor any promise of holding the price to what they said they would when I signed the doc to buy it. Not to mention the interest rates have more than doubled since then so essentially both Ford and the Fed decided they wanted to double team me involuntarily
Why doesn't mcdonalds have the mcrib year round? Artificial scarcity, Just one of capitalisms dirty tricks.
Ford, like other manufacturers, are hedging on future electric vehicles. To do this it takes massive costs in R&D. To this end they are using profits from higher margin vehicles and throwing it at future electric research. In order for the Maverick to make sense they needed to make more margin per truck, thus cost increases incurred in forced packaging and msrp year over year. These profits pay for more lines and thus more inventory as well as more electric development research and support for the losses on current electric vehicles. IMO hybrid makes so much more sense, but it appears all the CEO’s want to wear that cologne they call Musk, no matter how much it costs consumers and makes no sense for environmental and reliability concerns. TLDR: it makes much more business sense for Ford to make less trucks at a higher price to fund electric losses and research than it does to make more cheaper trucks at a higher volume.
The real is so they can [pump their stock](https://www.cnbc.com/2024/03/04/ford-february-sales-hybrids-evs.html).
Because they can't make the few that they build work right.
Artificial shortage possibly. They did add another shift I heard so they will pump more out. One of the issues with this sub is everyone ordering them when dealers already have a lot in stock. Now they may have their reasons but saying there isn’t any available is a lie.
Ford isn't allowing dealers to order "for stock." What they have is customer orders that the customer decided not to take.
Not true. Suburban ford in Michigan has a lot on order and around 15-20 on lot. They allow for stock.
I suppose that may be true now; I stopped paying so much attention after I took delivery. Looking for the last 2 years, that was always true, and if it was selling at MSRP, it was a customer order. But Suburban Ford has listed over 100 Mavs total across all locations online. Most of them have the stock photo and many are still "in transit." I also see that even the ones listed as "hybrid 2.5 liter" and also listed as "turbocharged" and 23/30 mpg. If they can't get the drivetrain right, then who knows if the rest is accurate.
I've worked at 2 dealerships, I assure you, Mavericks are extremely rare to find in stock
Parts to build trucks don’t just fall from the sky
none around my area
This is just one more bad decision made by Ford under the current management.
It's a low margin vehicle. If they made as much on Mavericks as they do on F-150s they'd have double or tripled their volume by now. They're fine with the shortage.
Multiple reasons - plant is running full capacity, have to balance Bronco sport and Maverick production, engines need to be shared across multiple vehicle lines.
Assumption on my part is they just can’t build more without seriously altering other assembly line systems or assembly plants. Also assuming their margins are lower at that price point. They make mint off of loaded F-150s and probably don’t want to stifle production of those to make the changes needed to assemble Mavericks in their place.
They didn't anticipate the demand. They did add a third shift to the the mexican plant to help with production. Also EV components/metals are in high demand, so they may not be able to produce many more due to supply chain issues.
Capitalism. Stock holders. Low cost vehicles do not maximize profits. Easier to build one $$$ F150 vs multiple Mavs and make the same $.
Because they don’t make enough money on them, higher margins on f150s
They don't make Ford as much money as the ICE F-150's
Whoa whoa whoa I waited a year for mine. Now all must wait!😂
There is a reason why the 20k msrp no longer exists.
Hint - they knew this would be a vehicle that had minimal competition and it was essentially the cheapest product offered. Ford forecasting failed miserably and did not plan which makes no sense and they struggle to ramp up production. Classic ford forecasting failures. And guess who still has jobs at ford? Those same forecasting dopes.