Proof That the Ford Maverick Might Be Killing the Ranger

The Ford Ranger will celebrate its 40th birthday next year. But will its newest sibling, the Ford Maverick, prevent it from getting there?
Written by Andrew Koole
Reviewed by Kathleen Flear
Ford has long believed in its Ranger. What began as a compact
pickup truck
in 1983 grew to midsize proportions in 2011. But now, its place in Ford’s lineup seems to be in danger.
What’s worse, the threat comes from in-house. The automaker’s latest addition to the pickup truck segment, the compact Ford Maverick, looks to be cannibalizing the Ranger’s sales.
Will the Maverick’s popularity kill the Ford Ranger? Or will the Ranger’s legacy help it weather the current storm until its new sibling’s freshness wears off? Jerry, your car insurance super app, took a closer look at the data to get a better idea of where Ford’s truck lineup is headed.

The Ford Maverick—Ford’s fresh-faced pickup

The Maverick acts as Ford’s part in the latest pickup truck trend—the return of the compact model. For its first five years, the Honda Ridgeline was the only true small truck on the market. But for 2022, two competitors suddenly appeared—the Hyundai Santa Cruz and the Maverick.
And while sales of the Ridgeline and Santa Cruz were tepid at best in the first half of the year, the Ford Maverick went gain-busters. From January to June, Ford sold $19,500 of them, nearly twice the number of its closest competitor, the Ridgeline.
What’s more, the Maverick also outsold its older sibling, the Ford Ranger, by over 400 units, leading some to suspect that the midsize truck could become redundant within the Ford lineup. 
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While the Ford Maverick gains popularity, the Ranger loses it 

A new model outselling a more established nameplate doesn’t add to market cannibalization alone, but the direction of the Ranger’s sales offers more evidence that Ford can’t sustain two truck models below the full-size segment.
Data from
GoodCarBadCar
shows that, in the first half of 2022, Ranger sales dropped by over 41% compared to the same time last year. 
In an effort to edge out a unique market for the Ranger, Ford offered a decked-out off-road “Tremor” package and highlighted its appeal as an overlander in advertisements. 
But so far, the promotion angle hasn’t done enough to move units. Too many drivers are seeing the lower price and manageable size of the Maverick and choosing it over the larger, more powerful, but more expensive pickup.

Will the Ford Maverick devour its older sibling?

Looking at the numbers from the last six months, the fate of the Ford Ranger doesn’t look too good. But six months is not a long time, and the sparkle of the new, smaller Maverick could easily fade over time. 
Ford’s smallest two pickup trucks might look similar, but they’re actually quite different. 
The Maverick might be cheaper to buy and fuel—extra shiny features in today’s auto landscape—but its car-like platform and small bed can’t compare to the Ranger’s list of hauling and off-road capabilities.
Still, if prices take too long to normalize and gas prices continue to go up, it’s possible that the all-new Maverick could spell the end of its midsized sibling.

Finding the right coverage for your pickup truck

Ford has a strong contender in every size of truck. But no matter what model you choose, the easiest way to find cheap car insurance is by shopping with
Jerry
Jerry is a personal insurance broker that lives in your pocket. But don’t worry about buying tiny office furniture: Jerry is an app. 
Once you download Jerry, just answer a handful of questions that will take you roughly 45 seconds to complete, and you’ll immediately get car insurance quotes for coverage similar to your current plan. 
Jerry customers save an average of $887 a year on car insurance payments!
MORE: The 2022 Ford Maverick Offers Better Fuel Economy Than Some Sedans
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