DETROIT — Three years after eliminating sedans from its North American lineup, Ford Motor Co. has a viable alternative for cost-conscious customers heading to dealerships this fall.
Its next mission? Convincing them to become truck people.
Ford is betting that the 2022 Maverick's just over $25,000 starting price and 5.9 L/100 km city rating from its standard hybrid engine will be enough to convert buyers used to a lower ride height and lockable trunk.
"I’m pretty excited about it, actually," said Chad Zender, president of Zender Ford in Spruce Grove, Alb., just west of Edmonton. "One of the challenges with our brands is that the pricing has increased a lot. Now, we finally have a vehicle that we can sell at a modest price point.
"I’m really excited about the truck. I think it’s a great addition."
Dealers in the United States, where the truck will start at slightly more than US$20,00, have similar thoughts.
"It's going to fit a lot of people's budget and what they want to get done," said Nick Anderson, general manager of Chuck Anderson Ford in Excelsior Springs, Mo. "There's not many people you can talk into buying a car if they have a truck, but just about anybody looking for a car you can talk into a truck. It's an incredibly easy switch, and I think we'll be able to take back some of that market."