When the Maverick launched, it impressed with its small price tag and big fuel economy numbers. According to The Detroit News, that has led to more than 100,000 reservations for the compact pickup.
“This really has exceeded our expectations,” Todd Eckert, Ford’s truck marketing manager, told the outlet. “This is the initial step with reservations. But we think it bodes extremely well.”
The majority of reservations have come from Los Angeles, where the larger Toyota Tacoma is a big seller. That city is closely followed by Orlando, Florida, and San Francisco, California. Houston, Texas has the fourth most reservations.
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Although they’re non-binding, Ford is confident that the reservations will convert into orders, much like they did when it ran a similar system for the launch of the Mustang Mach-E and the Bronco.
Just six inches longer than a Camry and capable of up to 40 miles per gallon in its stock, hybrid configuration, the truck is aimed squarely at buyers who might otherwise be looking for an entry-level import. With a starting price of less than $20,000, the Maverick may prove to be a serious contender.
One buyer who has already converted his reservation into an order, Michael Meadors of Costa Mesa, California, told the Detroit News that it was perfect for his 25-mile drive to work and that it’s his first-ever pickup truck.
“It’s not that much bigger than the Ford Fusion I’m driving,” Meadors said. “So it should be pretty easy to buzz around in heavy traffic in Southern California and find parking.”
