Pickup truck sales in North America held mostly steady in the first three months of 2023, just over 650,689 trucks finding homes, a drop of 2.7 percent on Jan-March 2023. But there were some clear winners that bucked the same-again trend, and both of the runaway successes wore Ford badges.
Ford’s unibody Maverick notched up 39,061 sales in Q1, which translates to a massive 81.9 percent uplift on the same three months in 2023. And that raise can’t be attributed to the introduction of a new, or facelifted, model because the Maverick hasn’t really changed since it debuted in late 2021. To put that into perspective, the Maverick found more truck buyers than Jeep, Honda and Hyundai’s pickups combined.
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