Ford attracts younger and more female buyers with new $20,000 Maverick pickup

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Ford says the 2022 Maverick – about the length of a Toyota full-size sedan but far cheaper – is already succeeding in attracting new, younger and female buyers to the company.

About a quarter of buyers are female compared to nearly 90% being male for the overall truck market, Ford said.

A quarter also are between the ages of 18 and 35 – double the industry average for that age group.

The importance of Maverick isn't just about sales, but in attracting new customers to Ford. It may act as a gateway vehicle for customers to step into larger, pricier Ford pickups such as the midsize Ranger and full-size F-150.

Ford said a quarter of the Maverick's buyers are women compared with 84% being male for the full-size pickups, according to J.D. Power. The company reports more than a quarter of buyers also are between 18 and 35 years old – double the industry average for that age group. The average age of a new vehicle buyer is 48, according to J.D. Power.

Ford surprised many with the Maverick's low price as well as its standard 2.5-liter hybrid engine that can achieve more than 40 mpg during city driving. A Maverick with an optional 2.0-liter four-cylinder turbocharged engine that gets a combined 26 mpg combined, including 30 mpg highway and 23 mpg city, starts at about $21,000.

The top vehicles Maverick buyers also look at are other small pickups such as the Toyota Tacoma and Ford Ranger as well as small crossovers and even the Honda Civic sedan, according to auto research firm Edmunds.

The early average price customers are paying for the Maverick is $29,749, according to Cox Automotive. That includes dealers and customers selecting higher priced trims and options on the truck.

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