“And when Alexander Jim Farley saw the breadth of his domain, he wept, for there were no more worlds to conquer.” It’s a quote by Hans Gruber in 1988’s Die Hard, but on this fine day, July 31, 2024, we’re going to borrow it to describe Ford, purveyor of the brilliant outside-the-box conveyance known as the Ford Maverick unibody hybrid pickup truck, which now — for the first time ever — gets all-wheel drive.
Ford has finally done what everyone has been asking since the company rolled out the modern iteration of the Maverick: It is offering the hybrid model with optional AWD and, for good measure, the “4K Tow Package,” which doubles the truck’s max towing capacity to, as the name suggests, 4,000 pounds.
A New Edge To Headlights
On Friday, July 26, I headed down to the Detroit neighborhood of Corktown to get up close and personal with the 2025 Ford Maverick. I’ve been to the Detroit Auto Show a few times and the 2023 LA Auto Show, but it’s still pretty mindblowing to go from infiltrator to contributor, especially for a refresh of a vehicle that has been such a large part of my life over the last few years.
During Ford’s presentation, the covers were pulled off three 2025 Mavericks models: a Desert Sand Tremor (which is now a package above Lariat), an Azure Gray XLT FX4, and an Eruption Green Lariat Hybrid.
The first thing anyone will notice about the 2025 Maverick is its distinctive headlights. If the original Maverick set the tone for what would follow with the Ranger, this refresh is more akin to the F-150 King Ranch or Lightning. Exterior Designer Joshua Blundo told me the new look was aimed at keeping the truck modern, and bringing it more inline aesthetically with the F-Series. He also iterated that customer feedback played a major factor in the refresh.
The negative space is, to an extent, also about saving space. The upper half of the first-generation Maverick’s headlights on the XL and XLT were fake: it was just silver plastic. Check it out:
Only on the Lariat trim did those become additional daytime running lights. High-end trims for the 2025 (shown before the old model directly above) will also come with an LED projector unit. The standard lights are shown below.
Making Distinct Faces
The grille and air dam are also distinctive across the different trims and packages, another trait the Maverick now shares with the F-150. Ford tells me the XL and XLT share the same basic look, with a new grate design on the grille. The Lariat adds reflective accents to the grille (see below), while the Tremor, which is now the top trim instead of a package, has a more open grille and a slanted air dam.
I also noticed little camera “bumps” on the Tremor and Lariat. They’re for the new-to-Maverick 360 camera system, which I found myself wishing for on my ’23 Maverick when dealing with cramped parking situations or narrow campsites. I’m sure I’m not the only Maverick driver who came from a small vehicle and would appreciate the assistance trying to navigate around the notably different sight lines.
Big Screens, Fewer Knobs
Looking inside, the Maverick gets a new 8-inch digital instrument cluster and a 13-inch touchscreen running Sync 4.
Those are now standard on all models, along with wireless Apple Carplay and Android Auto. Enterprising Maverick owners had already been swapping their clusters with analog needles out with digital ones from the Ford Escape. This upgrade will save 2025 owners the hassle.
The new screen is also a massive leap over the outgoing 8-inch touchscreen and its “cubby buddy” port:
2022-24 Lariat models were equipped with Sync 3, while XL and XLT owners had to make do with the “Connected Touch Radio” infotainment system OS. But on the new truck’s bigger screen, almost all the physical HVAC and audio controls have now been integrated into the touch screen.
I’ll withhold judgment until I hopefully get the chance to take out the 2025 model for a road test, but I will say I really like the physical controls on my 2023 XLT Maverick. There is also a lot of compelling evidence that drivers like buttons for important features, and they’re safer.
Other minor interior changes include the accent color for the XLT interior shifting from orange to Grabber Blue, with orange reserved for the Tremor. That’s kind of a shame because the orange accents nicely complement the Navy Pier plastic throughout the cab. The start button, aka “Intelligent Access with Push-button Start (incl. Approach Detection),” is now standard on the XLT per the 2025 order guide.
One more tech upgrade of note: The 2025 Maverick will have a “5G LTE Modem,” which will support OTA updates ( this would save me a lot of time with all the recalls I have to bring mine in for), real-time traffic data, and hotspot functionality. The communications reps said it’s a three-month free trial, and the OTA update functionality would still work without a data plan.
New Glorious Hybrid Guts
Prospective Maverick Hybrid owners now have a chance at the whole enchilada. Horsepower and torque remain unchanged at 191 ponies and 155-foot pounds, respectively, but the options will take you and your gear places. The 4k Tow Package, previously only available on the Ecoboost Maverick, is now an option if buyers also check the box for the new-for-2025 all-wheel drive.
The equipment package is aptly named, as it allows the truck to tow up to 4,000 pounds. Efficiency only takes a slight hit, going from 42 mpg city on FWD hybrids to 40 mpg city on AWD hybrids.
When I asked if any major changes had to be made to accommodate AWD (which was already in the outgoing Maverick, except only on EcoBoost cars), Kirk Leonard, the Maverick Vehicle Integration Supervisor, said that overall, it was the same basic architecture. He says the eCVT transmission (which uses planetary gears and not the much enthusiastically maligned belt-driven CVTs in Hondas, Nissans, etc.) has been “beefed up,” going from the HF45 to the HF55. So far, the only vehicle I’ve found that uses that specific transmission is the 2024 Lincoln Nautilus.
Leonard clarified that “it’s just a power pack, drive shaft to the rear, except that it’s a transverse engine, so not your typical [setup].” As for the change with the tow package, he spotlighted the radiator fan, seven-pin trailer plug, and brake controller. I have not yet been able to confirm if the eCVT gets a transmission cooler or if the final drive ratio is altered on the hybrid 4k Tow Package like it is on the Ecoboost.
Making Towing Easier For Newcomers
As what Ford says is a “mid-sized” truck (even if I think it’s a small truck and is worth celebrating as such) is becoming an even more capable vehicle, the Blue Oval is now making more F-150 technology available for the 2025 model year with Pro Trailer Backup Assist and Pro Trailer Hitch Assist.
Our Mercedes Streeter wrote about the tech last year and seemed pretty happy with it.
Once Pro Trailer Hitch Assist knows where everything is, you tell the system that your trailer’s coupler is vertically higher than the ball. Then, push and hold the button and the system will get to work. Ford says that the systems control algorithms will maneuver the truck into position directly under the tongue. It handles everything including steering, braking, and throttle. You don’t have to align the truck; all you do is sit there, hold the button, and monitor the progress from the big screen.
As for the backup system, it moves the control off the steering wheel and to a small knob near the touch screen.
Ford’s Pro Trailer Backup Assist targeted the difficulties some have with backing up a trailer. As you may know, when you reverse with a trailer, your inputs with the steering wheel result in an opposite action. Crank that wheel to the right, the trailer begins going left. Crank it left and it’ll go right. Keeping the trailer straight in reverse requires what’s essentially a combination of that. Well, Pro Trailer Backup Assist gives you a knob. Turn the knob in the direction that you want the consist to go and it’ll go there.
James Gilpin, Maverick Brand Manager, described it as perfect for people who only tow a few times a year and might not have the practice that someone who uses a Super Duty at the job site might have. Considering 80% of Maverick owners are “new to truck,” according to Ford, this could be extremely helpful for first-time truck owners… like me. I truly suck at backing up, especially single-axle trailers that go every which way but the right one.
The Price Is… Right?
All these new features sound great, right? So, what will it cost to get a refreshed 2025 Maverick? Per Ford, the starting MSRP is $26,295, plus $1,595 for destination and delivery. The base option engine is back to being a hybrid, which is the right move and goes back to what made the trucklet so appealing at launch.
When announced in June 2021, the 2022 Ford Maverick started at $19,995. Adjusted for inflation, that comes out to $23,121, according to the Bureau of Labor Statistics.
Is the 2025 Maverick worth the extra $3,174 over the inflation-adjusted launch price? It does come with a much nicer touchscreen and redesigned headlights, and it keeps the ever-important hybrid engine. Overall, the platform is more capable than ever before, and it has me thinking about possibly trading in my XLT for an AWD Hybrid in Eruption Green, which, tragically, is a one-year-only color.
I would also really like to get behind the wheel and push a hybrid with 4k towing through its paces to see how it holds up to the “Built Ford Tough” moniker. But as Gilpin argued during the presentation, this is the “lowest starting MSRP for any pickup in America,” and it’s shocking no other rival has sought to move back into the small truck space with a vehicle that perfectly serves as a family hauler and sub-$30K daily driver. And now, one could argue, the “almost perfect truck” is better than ever.
If you’re interested in buying one, the order bank opens up on Thursday, August 1, with deliveries expected in late 2024.
I lease a 2023 XLT Hybrid, that I ordered the moment the ’23 banks opened and waited 13 months for my truck. And now, almost 8k miles later, I LOVE IT!!! It’s honestly the best vehicle for daily driving that I’ve driven (full disclosure, I sold Fords for 23 years, from ’97, when I was 20 years old, to 1/31/2020 when I left due to severe Crohn’s. So I’ve had a lot of cars for demos).
I came out of a Fusion Energi Plug-in Hybrid which I also loved. But this with the bed, and comfortable seats, elevated seating position, and WAY better MPGs, this really is fantastic and deserves all the praise these get. For MPG, I’m averaging around 50, give or take a few each side (48-52). And I drive it normally. No hypermiling here. And the truck came to just under $28k X-Plan. Can’t beat it for that price.
That said, I do like the look of the 2025. Front refresh is pretty cool and I LOVE the Lobo specific wheels (very old school rally-ish style). But there are a few things that I just shake my head at Ford for doing. First, the larger screen with the climate controls integrated in. I HATE THAT and I see I’m not alone. Why are car manufacturers so enamored with eliminating physical climate buttons/knobs? It makes ZERO sense. I can adjust my HVAC by memory without looking. Not so on a screen. Gotta make sure you tap it square, so you gotta look. That’s one major issue for me.
The 2nd, and for the life of me I have NO CLUE why they did this. Removal of the wired SecuriCode Keyless Entry Keypad. The single greatest feature Ford had for DECADES! It was a key selling feature that helped me sell a bunch of Explorers, and Fusions, F150s, you name it. Super handy, and you’ll NEVER lock yourself out, or lose your keys if you go to the beach, for example, where you NEVER want to use them there (keep under the seat, lock the door with the code and you use the code to get back in. Simple). For Ford to remove it, and replace with the “stick on” style that is basically a remote fob (works the same) and will need to be replaced in time as it’s battery powered and will die over time is just incomprehensible. What did it really save per car? Less than a $1. Ford charges like $90 for the stick on accessory one. UNREAL!! ????????♂️ Give me a freaking break Ford!! Shake my head at this stupidity!
For me, and others in sure, if Ford comes out with a Plug-In Hybrid with AWD in a year or two, that can get anywhere from 25-40 miles on EV only, then we got a near perfect vehicle. Just add physical climate controls & bring back the hardwired keypad, and IMHO, it would be perfect. They do that I’ll turn my lease in, and order that and that would be my forever vehicle.
Anyone else notice the “passenger airbag” indicator that is already falling into the center stack? First picture under “Making Towing Easier For Newcomers”….
No ecoboost hybrid?
It’s hard to do Atkinson cycle properly with a turbo. Plus, it’s likely more reliable without a turbo due to the stop-start nature of hybrid powertrains.
Wow, I’m Ford and I am stupid. I have shitloads of F150s sitting around with cash on the hood waiting to move. I also have a Maverick that is sold before it reaches the end of assembly. HMMMMM. prioritize big pig profit truck and lose money on incentives to clear the lots, or prioritize a steady profit already sold Maverick. As far as assembly production capability goes, Ford’s priorities are beyond fucked up.
Others have already covered how disappointing it is that HVAC and similar controls have been moved to the touch screen, and I agree wholeheartedly but don’t have anything new to add there.
Beyond that, I noticed something about the physical controls that remain, which is that they change almost everything between models with the towing package and models without.
In the one without the towing assists we see from left to right:
A few pictures down however we see this one with the towing assists:
One of the main reasons to want physical controls is tactile controls we can find without looking and operate by feel. Literally mirroring the physical controls depending on what equipment the vehicle has seems incredibly counter-productive, especially since now a knob in one specific spot could be a volume control or could be trailer backup assist depending on options. It won’t matter to the person who owns a Maverick for personal use, but could definitely cause problems for fleets if they aren’t all equipped the same.
Those headlights should be on a RAM – don’t they look like ram horns?
“ But on the new truck’s bigger screen, almost all the physical HVAC and audio controls have now been integrated into the touch screen.”
You were so close Ford! SO CLOSE!!!
I prefer the old front end, I thought it looked more ‘truck.’ Moving the HVAC controls to the screen is a big downgrade imo. I have no issues with the all digital dash as long as you can dim it enough at night. However, 40 mpg, 4k tow, and AWD for ≈ $30,000 makes this an incredibly compelling vehicle
Gotta say, that’s a fantastic green.
Upon introduction, the Maverick was intriguing.
I’m retired. I own a 2017 Honda Accord V-6 with 58K miles on it. It has more power than I can almost ever fully exercise. And at this rate, it will probably outlive me. On long trips, it gets upper 30s (sometimes 40-ish) mpg. Around town, I’m lucky to net 20 mpg.
So, buying a ’25 Lariat makes no financial sense.
But… it seems like the refresh has fixed most, if not all, of the Maverick’s shortcomings.
And that “Eruption Green” paint is jaw dropping. It’s like Ford’s green version of Mazda’s Soul Red Crystal Metallic, for which they will happily take an extra $600 or so. My guess is that Ford will as well.
It feels like a more exuberant version of the Cosmic Green metallic paint on my 2001 Jetta TDI.
If I were to buy one, I’d be tempted to see if the vanity plate “HORNET” was available.
The removal of physical controls is a major downgrade. That green is sick, though.
I ended up canceling an order for one I had because I realized I really didn’t need to take on a car payment again. I keep hoping for a PHEV version. Alas.
I bet a lot of people will get annoyed that they moved buttons to the screen, and for good reason. I don’t even like these because Fix Or Repair Daily body style but glad “small” trucks are coming back. I would rather have the Rampage or Dakota that are coming; or even the “small” Toyota truck that is supposed to come here but will take forever. Either way, I don’t buy new and never will; so for real I’d much rather have any of the classic mini-trucks that are actually small- bonus points if the bed moves up and spins around!
Why tf do manufacturers still think that touchscreens are a good idea, or even wanted?
Dont care, Cheaper!
How do you control your navigation?
Screens suck for anything HVAC or directly driving-related, but I can’t think of a physical control system that would easily allow media control and navigation on the same screen (not to mention, I want navigation from my phone (like Android Auto) so I’m not giving my data to the vehicle manufacturer).
More Amber please.
Always. <3
Like the new front end (I always thought the old one was a little homely), hate, hate, hate what they did to the interior.
Mentioned elsewhere, AWD Hybrid gets a multi-link independent rear suspension instead of the torsion-beam that’s in the FWD version.
I agree with the “Almost Perfect”, because “Perfect” will be the full battery electric version (Come on Ford, give this person what he wants!).
I’m gonna be that guy…….
“Why The 2025 Ford Maverick Is Now Virtually The Perfect Truck.”
Maybe perfect if you don’t need a truck, even a little. A Maverick is not even slightly capable of anything that can be considered Truck Stuff. If a Crown Vic can do it, it’s not Truck Stuff.
“As what Ford says is a “mid-sized” truck (even if I think it’s a small truck and is worth celebrating as such)”
Well, you’re wrong. It’s not a small truck, or a small anything for that matter. It’s a relatively large vehicle. It’s almost as long as my 8′ bed fullsize pickup(longer than a 6′ bed pickup). It’s longer, wider, taller, and heavier than my station wagon, which can carry considerably more. And considering that it is larger in every way than a true midsize pickup(an old Dakota or Tacoma), you can’t call it smaller than a midsize.
Thank you
It goes to my point the Maverick is just a big car with LESS practicality (smaller cargo volume than most 3-row SUV with 3rd row folded, no safety for stuff or proper weather-proof coverage if you need to add a bed rack).
Don’t even get me started on the weak-ass hybrid engine – they should have made that at least as powerfull as the EcoBoost version and add the electric power on top of it – whoever really wants to save gas is not buying anything brick-shaped anyways.
Speak for yourself. I have a 2023 XLT Hybrid and I’m averaging 50 mpgs while using the A/C and driving normally. I love my truck and it has plenty of power.
I usually get about 40-ish mpg if I’m driving in the city, and the get-up-and-go feels on par with, if not better than, my ’97 Mustang GT.
I wouldnt want to carry hay bales, an ATV, a dirtbike, loose mulch/gravel/sand rocks or a dead deer in my 3 row SUV. These are all things the Maverick can do better.
Agreed, and I would add that it’s nice to have the separate cargo area for wet/smelly gear, too. The big benefit of the Maverick isn’t massive cargo hauling, but keeping the cargo outside the passenger compartment.
But there’s also something to be said for the ability to tie something down that’s an awkward size/shape and sticks out above the cab or beyond the back.
I wouldn’t want to do any of those things in a Maverick either. I can fit two of my ATVs in my long bed with the tailgate up. Most ATVs simply cannot be carried in a Maverick, even with the tailgate down. Obviously you could haul it with a trailer, but a Crown Vic can do that.
I have personally hauled hay bales, a dirtbike, and loose rock in the back of a minivan. Not only was it fine, but it wasn’t really less convenient than doing so in a pickup. I have literally no idea why you wouldn’t want to do any of those things in a three row SUV, or any other car.
Seriously? You have no idea why someone wouldn’t want to haul hay or rocks inside of a car or SUV? Maybe crank up a couple of neglected brain cells and give it the ol’ college try, see if you can figure it out.
No, I really don’t know. Like I said, I have personal experience hauling hay and rocks inside of a car or SUV. I can personally and empirically assert that there are no major reasons not to.
Perhaps people don’t want to haul rocks or hay inside of an SUV because of an incorrect and unproven belief that something bad will happen(it won’t)?
It’s because it causes a mess dude, are you serious right now? It’s not that something bad will happen, although that could also be an issue with certain things in the case of a wreck, it’s just messy and normal people don’t want a mess.
I challenge you to properly carry a refrigerator in a panther.
can i use a sawzall?
If you can evacuate the coolant system and braze it back together afterwards, sure.
I was gonna use it on the panther’s roof.
oh that’s easier. convertible panther would work, yeah.
The best and most proper way to carry a refrigerator, the way I do it, is laying down. I challenge you to properly carry a refrigerator in a Ford Maverick.
I mean, you can but they don’t want you to…
Let me know when a Crown Vic can get that kind of fuel economy.
It’s not supposed to be perfect for wagon stuff, or perfect for truck stuff. It’s just supposed to be decent at both.
And it does that at (relative to these times) low prices and with great fuel economy? Sounds like a good deal to me.
Well it isn’t decent at truck stuff, it’s literally worse at truck stuff than millions of non-truck vehicles. It’s just plain bad.
The fuel economy is good, but not as good as if it wasn’t a silly and impractical pickup shape. It’s also worse than a number of actual pickups(not sure why people say that the Maverick is the most efficient pickup ever, that is objectively untrue by any definition).
Non-truck vehicles? The fact is, if I’m carrying something like loose mulch or something else dirty/disgusting I wouldn’t want in a van or smaller vehicle, I’d want a bed. And even a small one will often help.
I do not personally like pickups, but I acknowledge they have their uses.
If you need to carry people and need a long bed, there’s plenty of F-250s and up for you. This can fulfill some of those duties at a much better price and fuel economy.
Everything is a compromise.
I have gotten in this debate more than once on The Autopian, but I think the “ugh it’s dirty i need to haul it outside the cabin” argument is exceedingly stupid, and represents a near-zero proportion of real world use. Hauling mulch is simply not a problem in a minivan, SUV, wagon, or SUV. I’ve done it. It’s not a problem. Tarps and vacuums exist, and are only marginally less convenient than cleaning out the pickup bed anyways. If you are hauling bulk un-bagged manure or rotting garbage, you legitimately need a pickup. If you aren’t, then it is just not a big deal to haul it inside.
“If you need to carry people and need a long bed, there’s plenty of F-250s and up for you. This can fulfill some of those duties at a much better price and fuel economy.”
Yeah, it can fulfill some of those duties: the carrying people part. The thing is that many, many other vehicles do a better job at hauling people than a Maverick.
I mean, I’d hate to have to get the interior carpet shampooed and/or detailed anytime I carry something loose and dirty.
I imagine I could just take a pickup into one of those coin-operated self-serve washes and pressure-wash the bed in a jiffy, right?
For what it’s worth–I agree with you that’s it rare. I think people should be buying a lot more sedans and minivans than big SUVs/crossovers/pickups.
I just think the value proposition of being a relatively affordable new vehicle with great fuel economy means many people would be willing to overlook the lack of enclosed trunk/hatch.
Well, considering 95% of truck buyers don’t need a truck I’m not sure it matters if you consider it a truck or not.
I’m also not sure if they read the part of the article where 80% of buyers are first-time truck owners.
Considering the lack of smaller vehicle (let alone pickup-shaped) options these days, I welcome any Maverick improvements.
But there is no lack of “smaller vehicle” options. Maverick-sized or smaller vehicles are EXTREMELY available, including two options just in the Ford showroom.
I did read the part where 80% of Maverick buyers are first-time ‘truck’ owners. I interpreted it to mean that at least 80% of Maverick buyers do not actually need that pickup bed and would most likely be better off without.
I’m very confused. The Maverick hybrid is listed as starting at ~$25k on Ford’s website.
Everything under their “Cars & SUVs” tab starts at $29k, at a minimum, with only the Escape hybrid ($33k) having similar or better fuel economy.
I don’t know….how many other cars or trucks are currently available, that have a cargo bed and get 40 MPG?
But on the other hand- if the majority of Maverick owners don’t end up using it very often for ‘real truck stuff’, then they’ll really be like most owners of ‘real trucks’.
As a former 70’s Ford Maverick owner, I chuckle at the ‘grabber blue’ accents homage.
“Hans Griber”? The actually-once-existing Plutarch would like a word with you about your fictional character.
It’s about time, but my BiL who had been waiting for such a thing already bought a Tacoma. Lower spec seems like the better deal with no “leather” and fewer stupid nannies plus just the lower cost in general. Moving the HVAC controls to the touchscreen is a huge step back and a deal breaker for me (I had been looking at these before—thankfully—the GR86 came out). Love that green!
Not gonna lie, I am trying really hard to justify getting a Hakone Edition GR86 because the green is just that good.
I’m not sure if I like it or not. I like the version they had on the gen 1 cars, but I don’t think the new green is metallic. I’d have to see one in person. It’s the kind of car that looks good in pretty much any color, but pics don’t seem to show the color the same as it looks in person. When I ordered mine in Neptune blue, there were none around to see and photos varied fairly widely so I wasn’t sure of the exact shade I’d actually be getting. Turned out fine, though I would have preferred an emerald green or even the bright purple I saw one wrapped in (similar to a Plum Crazy). I don’t know why they don’t have a color spot they leave open that changes every year (I guess they’re sort of doing it with these limited editions, but they’re “special” editions and they’re limiting production from the start). That way, even less popular colors would sell well and push people to buy new over used, keep up demand that naturally falls away the longer they’re on the market, or even get existing owners to trade in sooner. Limiting it to a special edition of only a few hundred cars or so isn’t going to do much of that when most people who might want it won’t be able to get it. Eh, whatever, I like the color I have and it’s easy to touch up (which is good as it’s barely tougher than spray bomb paint).
My daughter got a 2022 XLT Hybrid. Despite the recalls, it’s a nearly perfect vehicle. Wish it had adaptive cruise control and AWD. But other than that, I’ve been seriously considering downsizing to the Maverick for myself. This article had me excited until:
“But on the new truck’s bigger screen, almost all the physical HVAC and audio controls have now been integrated into the touch screen.”
Nope. Out. This will never be a thing for me again after three years dealing with the disaster of the VW ID.4 HVAC/audio controls.
Dammit.
At this point, I am mostly hoping that this leads to more lightly used Mavericks at reasonable prices, since I do think there will be a number of people trading into AWD hybrids.
The 4k towing package would be nice, but I can live without it.
That $3k in extra stuff has zero value to me. I’m glad to see that at least the AWD is optional. The local dealers still don’t have any base specs in stock, and the ones showing as ‘in-transit’ are all listed at over MSRP. Availability still seems to be the biggest issue.
My neighbor recently had to order his to get base model. Took about 6wks to come in.
My Father just grabbed a base model at MSRP, it was the only one on the lot. Rare but it happens.
I should add he did order it (from a dealer 400 miles away). Our local dealer laughed and said no he wouldn’t order the truck but if he did there would be a huge mark up and a year wait.
That’s the general vibe with my local dealers. The only reason I’ve been able to drive one is I have an auto-journo buddy who got one early on and I tried his press car.
I really like the front end refresh-was never a big fan of the original face it just felt a little “blunt.” Outside of the question of current Ford reliability-this seems like such a great small truck, I’m surprised Toyota hasn’t launched a challenger. This used to be a space they absolutely owned. Maybe they don’t have a good platform to use-or maybe the Tacoma has become too much of a big seller that they’re worried about threatening.
I think you hit the nail on the head. Toyota can sell every one of the +200K highly profitable Tacomas they build every year. Why would they risk those juicy profits by selling something cheaper?
In Ford it’s much more understandable as the Ranger hasn’t been a big seller ever since it came back and people don’t cross shop with the F150. Additionally Ford doesn’t sell sedans anymore so an entry level product to keep their loyal consumers was overdue while Toyota has always had entry level products that still happen to sell quite well