Ford to expand profitable truck lineup with new small Maverick pickup

Workers at Ford’s Michigan assembly plant


DETROIT — Ford Motor will increase its extremely profitable truck lineup with a new compact pickup known as Maverick, the organization verified Thursday.

The compact car is predicted to be lesser than Ford’s F-150 whole-measurement pickup as nicely as its midsize Ranger. It could be between the smallest and least expensive pickups in the U.S., filling a void for some prospective buyers as vehicles have grown significantly larger and pricier.

“We do assume there is some opportunity there simply because of how pricey vans have gotten, how massive they have gotten and the in general reputation of trucks,” mentioned Michelle Krebs, govt analyst at Cox Automotive.

The pickup is being made at Ford’s Hermosillo plant in Mexico alongside the firm’s new Ford Bronco Activity SUV.

The Maverick is expected to go on sale by the stop of this calendar year, having said that a Ford spokeswoman declined to comment on added facts of the automobile other than its title and unveiling upcoming week.

“Months of rumors, spy pictures and speculation have all led to this minute. It is correct – Ford is incorporating an all-new small pickup to the lineup, and it truly is known as Maverick,” Ford claimed in a release.

The Maverick will debut Tuesday with the support of actress Gabrielle Union on her Instagram and TikTok channels as well as Ford’s social media and Hulu, in accordance to the business.

Automakers have mainly presented compact pickups in worldwide markets, leaving the U.S. for larger sized trucks. The car could enable Ford draw in new buyers, especially on the West Coast, the place smaller pickups and nondomestic brands accomplish well, according to Krebs.

Thursday is the to start with time Ford has confirmed the vehicle as properly as its title. It arrives a week immediately after Ford’s stock selling price cracked $15 a share for the very first time due to the fact 2015 following its inaugural investor day underneath CEO Jim Farley.

The celebration concentrated on Farley’s new “Ford+” program to flip about its operations and extend into rising marketplaces these types of as linked vehicles and subscription companies.

The Maverick was referenced through the occasion as a new unnamed “white space product” that would have greater profit margins than the Ford Fusion sedan, which was beforehand created at the plant.

The name Maverick is not new to Ford. It created a two-doorway sedan with that identify from 1969 to 1979. The organization also utilized the name Maverick in Australia, China and Europe for a number of vehicles.

Analysts have stated the Maverick will require to be priced very well down below the Ford Ranger and other midsize pickups to be competitive in the U.S. market. A two-doorway edition of the Ranger commences at about $25,000. A 4-door product begins at about $27,000, in accordance to Ford’s web site.

More details about the Maverick will be produced through the vehicle’s unveiling following week, according to Ford.