Small pickup trucks attract female customers

AmericaAbout 25% of Ford Everick customers are female, and the same percentage are customers aged 18-35.

In June, the American automaker launched a small pickup, the junior of the popular Ranger, and the youngest of the Ford pickup line. Immediately, Maverick proved attractive when bringing many new customers to the brand.

Todd Eckert, Ford’s trucking marketing manager, says that 25% of Maverick customers are female, compared with about 16% for full-size pickups. In addition, the company representative also revealed the age of customers, between 18-35.

Maverick launched in June in the US.  Photo: Ford

Maverick launched in June in the US. Photo: Ford

“We see new customers coming to Ford. And that’s really our ambition with Maverick when we want to attract young people, more diverse customers,” Eckert said.

Maverick’s starting price of $ 20,000 also proves an important factor contributing to the popularity. Christopher Molloy II, a 23-year-old Maverick customer, said that he did not initially intend to buy a pickup truck, but then decided to buy the Maverick model as his first car.

“I wasn’t originally looking to buy a Maverick. I didn’t even know there was one. I wanted to buy an SUV-oriented model. I also don’t expect to buy a new pickup because they are very expensive until I see it. Maverick came running,” Molloy II said.

Interior with 5 seats, optional leather or felt seats.  Photo: Ford

Interior with 5 seats, optional leather or felt seats. Photo: Ford

Maverick is 5,072 mm long and 1,745 mm tall, which is 282 mm shorter and 53 mm lower than the Ranger. The American car company has positioned Maverick towards general customers looking for a more practical pickup model as well as those who have never thought of a pickup. Ford hopes to create a new segment and competition with a 4-door pickup with a price tag of $20,000 and a hybrid engine.

Also because of the new orientation, the car uses a unibody body structure (a monolithic body), not a body on frame (a separate chassis) as on the Ranger. On the pickup market, there is the Honda Ridgeline and most recently the Hyundai Santa Cruz that also uses this structure.

The storage compartment under the second row of seats is enough to store many essentials.  Photo: Ford

The storage compartment under the second row of seats is enough to store many essentials. Photo: Ford

The standard version of the Maverick is equipped with a 2.5-liter hybrid engine with a capacity of 162 hp and a maximum torque of 210 Nm, accompanied by an electric motor with a capacity of 126 hp and 234 Nm of torque. Combined for a total output of 191 hp. Vehicles using CVT gearbox, can travel 805 km with full fuel tank, payload 680 kg and towing capacity 907 kg.

The engine version is more powerful with Ecoboost 2.0 engine with a capacity of 250 horsepower, maximum torque of 375 Nm, combined with an 8-speed automatic transmission, the option of FWD front-wheel drive or AWD 4-wheel drive. The new small pickup model adds the optional Tow 4K package for a towing capacity of up to 1,814 kg.

Ford sold more than 4,100 Mavericks in the first full month of October. The company will increase production of the pickup at its Hermosillo plant in Mexico.

America – England (follow CNBC)

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