Anybody Want A Ford Maverick?

I don't think PJ gets the point I was making. Of course, the full-size trucks sell more units than the mid-size Ranger and Colorado but my point was profit per unit not sales volume.  Chevy and Ford don't have the Ranger and Colorado set-up to sell in huge volume.  They intentionally limit the volume by not dedicating manufacturing capacity to the midsized trucks.   They make more profit per unit that way. If you buy one of those two midsized trucks you are paying a premium to have a midsized truck. In other words, you aren't going to get 8-12k in incentives off your mid-sized truck's sticker price. 

The Maverick is set up to be a volume seller. They already have 80k reservations.  Plus, chicks won't buy a truck with work truck steel wheels. 

I guarantee you if there was more demand for the Ranger Ford would produce more of them.

I bet the Maverick sells fewer cars than the Ranger.    But we will see.  I hope I'm wrong.

PJ, The current Ranger was designed in Australia as Ford's full-size truck to sell in Ford's other world markets.  There was no intention to bring it to the US.  The current Ranger isn't compact truck-sized like the old Ranger that sold from 1983 to 2012  and it isn't priced like an entry-level vehicle like that version of the Ranger was.  The Maverick was designed to be an entry-level compact truck and heir to the 83-13 Ranger and the Ford Courier that proceeded it. 

As the F-150 dramatically started to increase in size, a growing segment of truck buyers wouldn't buy it. These truck buyers wanted something smaller than the now-massive full-sized F-150. At the time Ford didn't have a compact truck to sell them so they took their full-sized world truck, retrofitted it to comply with U.S. safety standards, restyled it a bit, dusted the Ranger name off, and started to sell it here as a mid-sized truck. Ford considers it an icing on the cake vehicle. They will sell you one if you really want one but don't expect the big discount on the sticker price like you would get with the U.S. market F-150. They simply don't want to divert production away from anything else, like the F-150, to make the Ranger a volume truck so they don't sell it at a discount. 

Interestingly, that may change with the next version of the Ranger. The new one is designed from the get-go to be sold in the U.S. market. To create the required economies of scale to sell a higher volume of units, Ford is using the new Ranger platform to make other vehicles. The new full-sized and just-released Bronco is built on the new yet unreleased Ranger platform.  This will allow Ford to build both the full-sized Bronco and the new Ranger in the same factories. I suspect in the future other vehicles will be created using the new Ranger platform.  The current Ranger is a one-off.  That is there is no other vehicle in the U.S. that shares its unique platform. That is why it is/was impractical to scale the production of it and sell it in volume. 

The Maverick shares its platform with the new Bronco Sport, Escape and European Focus. Of the three U.S. models, the Escape is the one specifically designed to target chicks. 

I don't see why a chick would ever want any pickup truck. Cargo-carrying capacity? Enclose that pickup bed and you have an SUV. Put some seats back there and you can carry 6-7 passengers. An SUV is much more practical. Yes, a pickup truck can carry manly loads such as a ton of gravel or a moose carcass. But the need for that is dwarfed by the need to carry groceries or Junior's soccer teammates.

Nonetheless, the Maverick will sell decently no matter what. Pickup trucks are as American as Cheez Whiz, twangy country music, and beer bellies.

Some pretty Sexist comments and views coming from a couple of Woke Liberal Persons!   And what's with the Phallus Fascination???

I didn't know you were so PC Bob. Yes, and "woke" is the current conservative word dejour.  Its amazing what the typical conservative will put him or herself through so they can remain angry 24-7.