Ford announced the Maverick pickup won’t be sold in Europe. Let’s discuss why and whether it would even fit the market there.
Cheap cars don’t get exported often anymore. The cost of shipping, homologation, and certification adds too much to the price tag. A $50k Mustang Mach E can absorb these costs easier than a $20k Maverick. Europeans would end up paying way more, which kills the Maverick’s value.
@Wylie
That’s why most European exports to the US have historically been luxury cars.
@Wylie
Pickup trucks just aren’t as popular in Europe as they are in North America. SUVs like the Mach E sell better.
Cade said:
@Wylie
Pickup trucks just aren’t as popular in Europe as they are in North America. SUVs like the Mach E sell better.
Ford does lead the European pickup market with the Ranger, ahead of the Toyota Hilux. But it’s still a niche market, and other brands like Mercedes and Renault have given up on pickups here.
@Kai
Small pickups don’t appeal much here. Farmers and tradespeople prefer enclosed vans that carry more and seat more.
Rowan said:
@Kai
Small pickups don’t appeal much here. Farmers and tradespeople prefer enclosed vans that carry more and seat more.
In the Alps region of Italy, small pickups like the Ford Ranger and Nissan Navara are quite popular. There’s demand near mountains and rivers where they’re useful for the terrain.
@Kai
Isn’t the Ranger made in Thailand?
It’s made in multiple locations, including Thailand and South Africa, depending on the market.
Cade said:
@Wylie
Pickup trucks just aren’t as popular in Europe as they are in North America. SUVs like the Mach E sell better.
Europe already has a well-established market for small cargo vans and trucks. The Maverick is better suited to North America, where small trucks have been missing.
@Wylie
Thanks for breaking this down! Makes a lot of sense.
Why would they launch it in Europe now? Ford can barely keep up with North American orders. They should focus on that first, then maybe bring it to Europe later if demand slows.
I live in San Juan, PR, and this truck would be perfect here. Small enough for tight streets but rugged for beach and jungle roads.
Sterling said:
I live in San Juan, PR, and this truck would be perfect here. Small enough for tight streets but rugged for beach and jungle roads.
The article says it’s actually pretty big for Europe:
Length: 199.7 inches (5.07 m)
Height: 68.7 inches (1.75 m)
Width (with mirrors): 83.5 inches (2.12 m).
@Dez
That’s wider than a standard parking spot in Europe. Doesn’t sound city-friendly there.
@Dez
The Tacoma is popular here, and the Maverick seems just a bit smaller. It should work fine for Puerto Rico.
I’m not surprised it won’t be offered in Europe. It’s not as small as it seems, and pickups aren’t a huge part of the culture there. Ford is right to prioritize North America where demand is high.
Cade said:
I’m not surprised it won’t be offered in Europe. It’s not as small as it seems, and pickups aren’t a huge part of the culture there. Ford is right to prioritize North America where demand is high.
This seems to be the right move. Pickup trucks don’t sell as well in Europe, and the Ranger is already filling the niche.
Cade said:
I’m not surprised it won’t be offered in Europe. It’s not as small as it seems, and pickups aren’t a huge part of the culture there. Ford is right to prioritize North America where demand is high.
It’s not really about size—it’s more about the cultural difference. Europeans don’t see pickups as status symbols like Americans do.
It’s too big for European cities.