Ford suspends pickup orders due to peak demand
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By now, auto industry watchers should be accustomed to automakers braking or ditching smaller cars in favor of trucks and SUVs. Not only does consumer demand for these large vehicles seem insatiable, but they bring higher profit margins than conventional passenger cars.
But the lack of entry-level vehicles for more cost-conscious buyers has drawn complaints from dealers, especially when supply chain issues have eroded inventory and sent prices skyrocketing. last year.
Ford last summer unveiled a new vehicle which seemed poised to hit the best of both worlds: a compact hybrid pickup with a starting price of nearly $20,000. Seven months and a “Truck of the Year” award later, the Maverick seems to have paid off beyond the company’s expectations. Ford informed dealers in a memo this week that it was suspending new orders for the Maverick amid growing demand, Wall Street Journal reports.
The new pickup takes advantage of pent-up demand for new vehicles and a dearth of affordable options. Ford officials said a backlog of Maverick orders was already weighing on its production and the company “didn’t want to take more orders than we could build.”
Ford is expected to sell more than 80,000 Mavericks in the United States this year. Orders will resume this summer, but for the 2023 model year.
Image credit: Ford