With the introduction of the Ford Maverick and Hyundai Santa Cruz for the 2022 model year, consumers got a taste of what the future of small, compact trucks could be; affordable, easy to drive, stylish and economical.
Now that the sales figures of these two compact trucks have been released to the public, we can finally see which of these two companies has done a better job of advertising these exciting new trucks to the public. Here’s everything you need to know about how much the Maverick and Santa Cruz’s sales differed for 2022 and why.
Ford Maverick vs Hyundai Santa Cruz Popularity
When it comes to sales for the 2022 model year, the Ford Maverick sold 74,370 units and the Hyundai Santa Cruz sold 36,480 units according to The Drive. These impressive numbers are reinforced when sales figures were released for the Ford Ranger, the long-running in-house competitor to the Ford Maverick in the midsize truck market.
For 2022, the Ford Ranger only sold about 57,005 units, meaning the Maverick beat the competition in its class and sold out trucks well above its punching weight.
The 36,480 Santa Cruz sold for 2022 may seem like a disappointment compared to the Maverick, but this is the first truck offered by Hyundai in the United States, a country very loyal to the brand when it comes to trucks .
It was also one of the first compact trucks of its kind, being based on front-wheel drive and crossover SUVs, much like the Ford Maverick.
How Ford found a way to outsell the competition
While the Ford Maverick was able to sell more than twice as many units as the Hyundai Santa Cruz for 2022, that doesn’t necessarily mean that the Maverick is twice better than the Santa Cruz in terms of performance and features.
Both compact pickups are marketed to vastly different consumers. While the Hyundai Santa Cruz is marketed more as a lifestyle vehicle; simply a capable crossover with a cargo bed, the Ford Maverick has always been marketed to truck buyers.
On dealer lots, each Maverick window decal has the Ford truck logo. If you are looking for a Maverick, the towing capacity and payload is clear and easy to see. While this truck is built on the bones of a crossover SUV, Ford treats this truck just like any other truck in its lineup.
Ford even took it a step further by advertising a group of drivers who are often left out of the pickup conversation; townspeople.
Attractive to different types of people
When it comes to advertising these two compact trucks, most of the advertising around the Hyundai Santa Cruz shows drivers going to the beach or enjoying the outdoors. Meanwhile, Ford Maverick commercials show young people living in the city driving their Mavericks through tight urban areas.
Simply put, Ford knows that Americans love pickups, and more often than not, people living in cities are left out of the pickup demographic. Ford made the pickup truck more accessible to everyone with excellent fuel economy, a cheap price tag and all the capabilities most Americans need from a truck. It’s no wonder this truck has sold so well with no signs of stopping.
Leave a Reply