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Ford attracts youthful and extra feminine patrons with new $20,000 Maverick pickup – Information by Automobilnews.eu

Ford attracts youthful and extra feminine patrons with new $20,000 Maverick pickup


Rebecca and Shane Phillips, of California, pose in entrance of their automotive assortment, together with their new 2022 Ford Maverick.

Shane Phillips

Rebecca and Shane Phillips are accustomed to getting appears to be like when driving round California of their 1985 Mercury Colony Park or 1978 Lincoln Continental with longhorns on the entrance. However the latest head turner of their assortment has been considerably sudden.

“The appears to be like we’re getting are fairly neat. All people I’ve run into they’re like, ‘I’ve by no means seen one thing like this,'” mentioned Rebecca, 31. “It is all the time enjoyable to drive by and any individual will get stunned about what it really is and what it appears to be like like.”

It isn’t a basic automobile, sports activities automotive or electrical automobile. It is the brand new 2022 Ford Maverick, a small pickup truck that lately went on sale because the automaker’s least costly automobile in its complete lineup of vehicles and vans at about $20,000.

Whereas the automobile has solely been on sale for barely over a month, Ford Motor says the compact truck – concerning the size of a Toyota full-size sedan however priced at far lower than that and plenty of different smaller vehicles – is already succeeding in attracting new, youthful and extra cost-conscious patrons just like the Phillips’.

“We actually are seeing a brand new buyer coming into Ford. And that was actually our ambition. We cloth was to attraction to a youthful, extra numerous buyer. And we’re actually seeing that,” Todd Eckert, Ford truck advertising and marketing supervisor, instructed CNBC.

Ford bought greater than 4,100 Mavericks throughout the automobile’s first full month of gross sales in October. Eckert mentioned the corporate will proceed to ramp-up manufacturing of the truck on the automaker’s Hermosillo plant in Mexico.

Non-truck individuals

The significance of Maverick is not nearly gross sales, however in attracting new clients to Ford. It could act as a gateway automobile for patrons to step into bigger, pricier Ford pickups such because the midsize Ranger and full-size F-150.

Early Maverick patrons are skewing youthful and extra feminine than the historically male-dominated truck market, in keeping with Ford.

Ford mentioned 1 / 4 of the Maverick’s patrons are ladies in contrast with 84% for full-size pickups, in keeping with J.D. Energy. The corporate reviews greater than 1 / 4 of patrons are also between 18 and 35 years previous – double the trade common for that age group. The common age of a brand new automobile purchaser is 48, in keeping with J.D. Energy.

The Phillips’ mentioned they don’t seem to be “huge truck individuals” and even new automotive individuals however they had been drawn to the Maverick due to its worth, options and gas economic system.

It is a related story for Christopher Molloy II, who bought the Maverick as his first new automobile in early October. He traded in a compact Chevy Cruze sedan for the pickup.

“I wasn’t first on the lookout for a Maverick. I did not realize it existed,” mentioned the 23-year-old Oregonian. “I used to be on the lookout for extra SUV-type. I wasn’t actually anticipating to get a brand new truck as a result of they’re so costly till I noticed the Maverick was popping out.”

Ford stunned many with the Maverick’s low worth in addition to its commonplace 2.5-liter hybrid engine that may obtain greater than 40 mpg throughout metropolis driving. A Maverick with an elective 2.0-liter four-cylinder turbocharged engine that will get a mixed 26 mpg mixed, together with 30 mpg freeway and 23 mpg metropolis, begins at about $21,000.

The highest autos Maverick patrons additionally take a look at are different small pickups such because the Toyota Tacoma and Ford Ranger in addition to small crossovers and even the Honda Civic sedan, in keeping with auto analysis agency Edmunds.

‘Hit the goal’

The decrease pricing is a welcomed change for shoppers, as automobile costs attain document highs of roughly $44,000, together with a quickly rising providing of dear pickup vans that may prime greater than $100,000.

“In 25 years of being on this enterprise, I do not know that I’ve seen a producer convey a product out that hit the goal this properly,” mentioned Derek Lee, common supervisor of Lengthy McArthur Ford in Kansas. “What we’re seeing in patrons is a youthful purchaser. We’re seeing first-time automotive patrons. We’re having import automotive patrons.”

The early common worth clients are paying for the Maverick is $29,749, in keeping with Cox Automotive. That features sellers and clients choosing larger priced trims and choices on the truck.

Lee mentioned the dealership has greater than 400 Mavericks on order. He mentioned preliminary demand is the best he is seen for the shop, which focuses on bigger Tremendous Responsibility pickups.

Maintaining costs low

The Phillips’ and Molloy mentioned sellers did not mark up the value on their Mavericks, despite the fact that it is a new automobile and stock ranges at near-record lows as a consequence of an ongoing scarcity of semiconductor chips.

Some sellers, who can legally promote a automotive for no matter worth they select above the producer’s prompt retail worth, have been exploiting the low stock ranges and marking up autos hundreds, if not tens of hundreds of {dollars}, in keeping with reviews and vendor web sites.

The Maverick hasn’t been utterly freed from markups. Lee mentioned his dealership is not going to mark up a Maverick if it is ordered by a buyer, but when somebody cancels their order and it goes on the vendor lot, they’ve been pricing them about $2,500 over MSRP.

“If a automobile will get right here and any individual turns it down, sure, we take a look at what the market is. We nonetheless work to be the bottom worth out there,” Lee mentioned. “I do know there’s some on the market at $5,000 over, I do know there’s some on the market at $10,000 over. We felt like $2,500 over was a really, very reasonable worth.”

Eckert mentioned the corporate cannot management how sellers worth their autos, however they’ve communicated to sellers the significance of pricing for this automobile and its goal clients.

“We have talked concerning the general proposition and who these vehicles servers are and the way we need to entice them,” he mentioned. “They management markup or no markup, however you we really feel like affordability was one of many keys.”

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Ford attracts youthful and extra feminine patrons with new $20,000 Maverick pickup – Information by Automobilnews.eu
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