Not long ago, the compact pickup market was written off for dead. Then the Ford Maverick came along. Demand for the new truck has taken everyone — including Ford — by surprise. The automaker is putting reservations on hold as it struggles to boost production.
Now, GearJunkie has learned, Ford is ready to open up the order bank again. But if you’re looking for one, you’ll have to wait until sometime in 2023, and the wait could be especially long for the high-mileage Maverick pickup.
The Compact Pickup Is Back!
Compact pickups were all the rage when Baby Boomers were still learning to drive. By the end of the 1980s, however, they seemed to play out their welcome.
Subaru briefly tried its hand at the turn of the millennium, but weak demand doomed the little Baja, which was pulled from production in 2006. Now, however, a new generation of buyers appears to be rediscovering compact trucks thanks to two new offerings that came to market for the 2022 model year.
“We’ve been very pleasantly surprised” by demand for the new Ford Maverick, marketing chief Trevor Scott told GearJunkie during an interview. So much taken by surprise, in fact, that reservations for the little pickup were put on hold back in January.
![2022 Ford Maverick - in woods 2022 Ford Maverick](https://s3.amazonaws.com/images.gearjunkie.com/uploads/2022/05/2022-Ford-Maverick-in-woods-700x471.jpg)
Stong Demand, Especially for Maverick Hybrid
Ford has been struggling to meet the orders already in hand. It delivered 19,245 trucks during the first quarter of the year — handily outselling the other compact model, the Hyundai Santa Cruz, which reported sales of 8,400. In fact, Maverick outsold the midsize Ford Ranger, which racked up 17,639 deliveries between January and March.
And Maverick sales continue to accelerate, with Ford selling another 9,500 in April.
Credit the truck’s utility, flexibility, and affordability, according to analysts. It starts at just $19,995 — and that’s for the hybrid version that delivers a combined fuel economy of 40 mpg.
At a time when the national average price for regular fuel is over $4 that has generated significant interest for the hybrid. Where Ford thought the gas-electric version might account for 40% of overall Maverick sales, the actual figure has climbed to 48% and could go even higher.
Ford had to delay the launch of the hybrid model and is still struggling to get all the necessary parts at a time when the semiconductor shortage is still playing havoc with automotive production. But “our intention,” said Scott, “is to build every hybrid we can.” That could happen, he added, in 2023 — if Ford can line up those pesky chips.
![2022 Ford Maverick - lumber in bed 2022 Ford Maverick](https://s3.amazonaws.com/images.gearjunkie.com/uploads/2022/05/2022-Ford-Maverick-lumber-in-bed-700x525.jpg)
You Might Find One: If You Work at It
![2022 Ford Maverick - rear on trail 2022 Ford Maverick](https://s3.amazonaws.com/images.gearjunkie.com/uploads/2022/05/2022-Ford-Maverick-rear-on-trail-700x525.jpg)