Conquest buyers are highly sought-after as once an automaker brings a customer into the fold, it’s easier to keep them buying their products.
With that in mind, Ford is celebrating the successful launch of the Maverick which has been embraced by conquest buyers. Citing data from S&P Global Mobility, the automaker told us that 60% of Maverick customers have come from rival brands. That’s an impressive accomplishment and the company noted they’re pulling customers away from Toyota, Honda, and Chevrolet.
All three brands lack a competitor to the 2022 Maverick, which starts at $19,995 and comes standard with a hybridized 2.5-liter four-cylinder engine producing a combined output of 191 hp (142 kW / 194 PS). More importantly, the model returns 42 mpg city, 33 mpg highway, and 37 mpg combined, which is unheard of for a pickup.
Driven: The 2022 Ford Maverick Is Proof Big Things Come In Small Packages
While the hybrid variant is front-wheel drive only, the Maverick’s optional 2.0-liter EcoBoost four-cylinder can be backed up by an available all-wheel drive system. The engine increases the base price to $21,080 but that still undercuts larger, mid-size pickups by a huge margin.
Given the affordable pricing, it’s not surprising that Maverick buyers tend to be relatively young. More than a third of customers are under 44 years old and it’s not hard to imagine a number of parents buying the truck for their children.
As for the Maverick’s top markets, they’re California, Texas, Michigan, and Florida. Texas and Michigan aren’t much of a surprise, but California and Florida are notable as previous studies have shown trucks aren’t quite as popular there.
