Sales of the 2024 Ford Maverick are off to a rapid start this year, jumping by 98% compared to January 2023 and placing it easily ahead of the Toyota Tacoma and even the full-size Tundra.
In the first month of 2024, Ford sold a total of 12,443 examples of the popular Maverick. Demand for the Maverick Hybrid proved to be particularly strong, growing by 118% to 6,092 units. Overall, Ford sold 152,617 vehicles, with its hybrid sales rising by 42.7% over a year ago.
Interestingly, Ford’s electric vehicle sales fell by 10.9% and its sales of traditional combustion-powered vehicles rose slightly by 2.6%.
Speaking with the Detroit Free Press, Ford U.S. sales analyst Erich Merkle noted the Ford Maverick has started the year with its strongest sales since it launched in 2021.
“Ford is off to a fast start in January, starting the year as America’s bestselling brand, driven by record sales with Maverick and Transit vans,” Merkle said. “Maverick began the year with its best sales since the vehicle launched in 2021. Maverick, overall, outsold the perennial leader in the midsized truck segment, the Toyota Tacoma, by 4,240 vehicles. We also outsold the all-new (Toyota) Tundra, which means Maverick is punching above its weight. Tundra is a full-size pickup truck.”
Vice president of global vehicle forecasting for AutoForecast Solutions, Sam Fiorani notes that one possible reason for increased demand for the Maverick is the lack of availability for the larger Ranger.
“Part of it is there are no Rangers,” he said. “They’re slowly ramping up and Ford dealerships have none. They sold only 303. They haven’t sold 1,000 a month since September. The (UAW) strike happened just as they were starting production of the new model.”
Read: Ford Ends 2023 With One Final Recall, Impacting 190,000 Mavericks
According to Ford, the Maverick is proving popular among first-time truck buyers like Jay Whitehurst. Having moved from New Orleans to a hay farm in Mississippi, he needed a truck and opted for the Maverick after testing a 2022 model.
“I didn’t want a big truck,” he said. “When the Maverick came out, I salivated. I test-drove a 2022 model year and walked away thinking, ‘Yeah, I think this is the truck for me.’”
