Maverick Pickup Helps Ford Kick Off 2024 With Strong Sales

Ford begins 2024 as America’s best-selling brand, outselling Toyota. The F-Series is number one, and the Maverick is putting up record sales numbers.

Some folks may complain about the Maverick pickup using the same name as a compact car from the 1970s. And others don’t think the Maverick should be called a truck at all based on its unibody construction. Be that as it may, it is not keeping buyers from snatching up every Maverick pickup that Ford can build. The company announced today that the Blue Oval sold 12,443 Maverick trucks in January, with half of those being hybrid models. That is the best single sales month since the launch of the compact truck. It outsold the popular Toyota Tacoma by 4,240 vehicles and it even outsold the full-size Toyota Tundra pickup. (Although to be fair, the Tacoma is currently shifting to a new generation.) The increased sales are a result of expanding production capacity last summer. The record Maverick sales are an increase of 98.4 percent over last year.

The compact truck is in high demand. 95 percent of retail sales were the result of previously placed dealer orders. So, if you think it has been difficult to just wander over to a Ford dealership and drive home in a new Maverick that is just sitting on the lot, you are correct. It is now America’s number one selling hybrid pickup, Maverick Hybrid sales totaled 6,092 pickups in January. That is up 118 percent over last year. This hot start helped drive a record start to Ford’s overall hybrid vehicle sales which are up 42.7 percent. And while the Maverick might be grabbing the headlines, it is not the only vehicle in the Ford portfolio to have a strong 2024 so far. The F-Series, commercial vans, and Lincoln vehicles are also experiencing soaring sales figures.

Other Ford Sales

In what is sure to be the least surprising news you read all day; the F-Series has begun the year as America’s best-selling truck. It has outsold the Chevy Silverado by more than 13,000 trucks. “With 80,726 trucks and vans sold, Ford begins the year as America’s best-selling truck manufacturer outselling GM’s trucks and vans by more than 15,000 vehicles.” Ford is also the maker of America’s number-one-selling commercial van, the Transit. Transit van sales are off to a record start with sales up 40.1 percent over last year with 14,191 vans sold. Overall Ford sales totaled 152,617 vehicles in January. That is a 4.3 percent increase over last year. Total market share is now 13.7 percent, which is up 0.3 points from a year ago. Ford is currently America’s best-selling brand, outselling Toyota.

Lincoln

With all the excitement over the strong Ford sales, it is easy to forget about the Lincoln brand, but that would be a mistake as Lincoln sales also had a strong January. Overall Lincoln sales last month totaled 6,985 vehicles. That is an increase of 20.3 percent. Lincoln Corsair sales were up 27.1 percent, and the Nautilus and Aviator sales were up 26.5 and 58.3 percent respectively. There is still a long way to go in 2024, but Ford and Lincoln products are off to an extremely strong start.

Images: Ford; Lincoln

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Joe Kucinski

Joe has been obsessed with cars since he got his very first Matchbox toy in the ‘70s. In 2003, he found a new obsession in track days that led to obtaining his SCCA competition license in 2015. In 2019, he became a certified driving instructor for the National Auto Sport Association. His love for all things four wheels has never wavered, whether it's driving some of the best cars in the world on the racetrack, tackling 2,000-mile road trips in 2-seat sports cars or being winched off the side of a mountaintop in a Jeep. Writing for the suite of Internet Brands Auto Communities sites, including Rennlist.com, Ford Truck Enthusiasts, 6 Speed and more allows him to share that knowledge and passion with others.