With the introduction of the Ford Maverick and model year 2022, consumers got a taste of what the future of pickups and compacts could hold; It’s affordable, easy to drive, stylish, and fuel efficient.
With the sales numbers of these two pickup trucks released to the public, we can finally see which of these two companies did a better job announcing these two exciting new pickups to the public. Here’s everything you need to know about how different 2022 Santa Cruz sales will be and why.
. These impressive numbers were further boosted when sales figures were released for the Ford Ranger, the Ford Maverick’s long-standing internal competitor in the mid-size truck market.
For 2022, the Ford Ranger has sold only about 57,005 units, which means the Maverick has swept the competition in its class, outsold well above its weight.
The 2022 Santa Cruz’s 36,480 units sold may seem disappointing when compared head-to-head with the Maverick, but this is the first truck Hyundai has offered in the United States, a country that’s very loyal to the brand when it comes to trucks.
It was also one of the first compact trucks of its kind, being front-wheel drive and based on crossover SUVs, much like the Ford Maverick.
How Ford found a way to outperform the competition
Even though the car was able to sell more than twice the amount of units that the 2022 Hyundai Santa Cruz did, that doesn’t necessarily mean the Maverick is twice as good as the Santa Cruz in terms of performance and features.
These two pickup trucks are sold to vastly different consumers. While the Hyundai Santa Cruz is marketed more as a lifestyle car; Just a crossover with a truck bed, the Ford Maverick has long been marketed to truck buyers.
On dealer lots, every Maverick window decal bears the Ford Truck branding. If you’re looking to buy a Maverick, towing capacity and payload capacity are clear and easy to see. Even though this truck is built on the bones of crossover SUVs, Ford handles this truck just like any other truck in its lineup.
In fact, Ford went one step further by advertising to one group of drivers who are often left out of the pickup truck conversation; the citizens.
Appeal to different types of people
When it comes to advertising for these two pickup trucks, most of the ads surrounding the drivers show them going to the beach or enjoying the outdoors. Meanwhile, Ford Maverick commercials show young city dwellers driving their renegade cars through tight urban areas.
Simply put, Ford knows that Americans love pickup trucks, and more often than not, people who live in cities are excluded from that pickup truck demographic. Ford made the pickup truck affordable with excellent fuel economy, an inexpensive price tag, and all the capabilities most Americans need from a truck. It’s no wonder why this truck has sold so well with no signs of discontinuation.
