Three years after its debut, the Ford Maverick remains one of the strongest success stories in Ford’s lineup. Since its launch in 2021, the compact pickup has consistently drawn new customers to The Blue Oval — and the latest data shows that trend is still going strong.

According to Ford’s September 2025 sales report, the Maverick set a new third-quarter record with 34,848 units sold, contributing to a 10.9% year-to-date increase for a total of 120,904 sales. Even more impressive, 60% of Maverick buyers in Q3 were new to Ford, proving that the truck continues to win over drivers from other brands.

This conquest trend began even before the Maverick hit showrooms. Back in 2021, Ford Maverick Marketing Manager Trevor Scott noted that many buyers were coming from small SUVs, sedans, and even compact cars — customers “looking at trucks for the very first time.” By 2022, data showed that more than 80% of Maverick buyers came from outside the Ford brand, with the Honda CR-V, Toyota RAV4, and Honda Civic leading the list of trade-ins.

Part of the Maverick’s broad appeal comes from its affordable starting price, strong fuel efficiency, and everyday versatility, making it an attractive option for urban commuters and first-time truck owners alike. It bridges the gap between a practical daily driver and a capable pickup — a formula that continues to resonate with buyers across North America.

With demand showing no signs of slowing, the Ford Maverick has solidified its place as one of the most successful compact trucks in the market — and a key driver of brand growth for Ford.