With its big F-Series line-up, Ford long has dominated the full-size and heavy-duty pickup market. Now, it’s determined to grab first-mover advantage as it targets a new truck segment that, today, exists only on paper. Enter the 2022 Ford Maverick.
The compact Ford Maverick making its official debut today takes aim at a very different buyer than products like the F-150 or midsize Ranger: hip, young urban buyers on a budget. It even starts out with a standard 40 mpg hybrid drivetrain that should appeal to environmentally-minded buyers who normally wouldn’t think of owning a pickup. But despite starting at less than $20,000, Ford claims, the new, 2022 Maverick offers the rugged capabilities long associated with its bigger trucks.
“Our target customer is certainly much more youthful, much more diverse, with more women, Hispanics and African-Americans, but there’s a consistent thread across all of our trucks,” said Trevor Scott, the marketing manager for both the Maverick and Ranger pickups, during a video background briefing.
Ford Maverick: Then and Now
The Maverick name might trigger a moment of deja vu. The badge was originally branded onto a two-door coupe – and, later, a four-door model — Ford sold between 1970 and 1977. Back then, there were plenty of small pickups on the market, as well, appealing to young Baby Boomers who sought products that were rugged, versatile, and affordable.
(Read about the history of the Ford Maverick name here: The History Of The Ford Maverick Name: Historic Links to the New Truck.)
That market segment faded into oblivion as buyers shifted by the millions to full-size alternatives. But the ongoing revival of the midsize segment got Ford rethinking its option, especially as it realized it had an extremely capable platform to turn to.
The Unibody Pickup
In Ford’s case, the new truck will share platforms with the Escape SUV, as well as the Bronco Sport. If anything, it appears to have more in common with the latter once you consider its capabilities.
Ford Maverick Truck Credentials
Maverick Truck Options
Maverick’s base engine is a hybrid – which pairs a 2.5L Atkinson Cycle gas engine with a 94-kilowatt electric motor. Together, they produce 191 hp. Fittingly, urban drivers will get an EPA-estimated 40 mpg in the city, with a combined rating of 40 mpg. The hybrid drivetrain is paired with a CVT gearbox and is available only in front-wheel-drive.
The new Ford truck offers an upgrade to a 2.0L Ecoboost engine, mated to an 8-speed automatic. This package punches the pony count up to 250, with torque rated at 277 lb.-ft. The turbo-4 can be ordered in either front or all-wheel-drive.
Three basic trim levels will be offered, the entry Maverick XL, mid-range XLT, and high-line Lariat. There are additional packages, such as the off-road-oriented FX4. And Maverick will be debut with a limited-run First Edition featuring niceties like unique 17-inch aluminum wheels with all-terrain tires, a folding tonneau cover, and a power tilt-slide moonroof.
Nicer Features Than You Might Expect
“This customer wants simple, but not basic, and Maverick is all about thoughtful details executed well,” said Barb Whalen, who led the team in choosing materials and colors.
Considering the target Maverick buyer may just be starting a family, Ford is putting emphasis on advanced safety technology, as well. The truck comes with Ford CoPilot 360, which includes standard Pre-Collision Assist with Automatic Emergency Braking and Automatic High Beam Headlamps. Among the options are Adaptive Cruise Control with Stop & Go, Blind Spot Information System with Cross-Traffic Alert, Lane Centering, and Evasive Steering Assist.
2022 Ford Maverick Pickup
For his part, Maverick marketing chief Trevor Scott sees a “tremendous opportunity” and the potential for a “real first-mover advantage” over other manufacturers who might come later to the U.S. compact pickup segment. Soon, it will be up to the market to decide if he’s right.
Look for the 2022 Ford Maverick to reach U.S. showrooms this coming Fall. The vehicle configurator is now live at Ford.com for the 2022 Maverick, and both orders and reservations can be placed today.