Apologies, Dealers: The Ford Maverick Is Not a $50K Truck—Not Even the Lobo.

      Facebook Marketplace

      This Ford Maverick Lobo has recently appeared on Facebook Marketplace with a price tag of $47,345. That is an exorbitant amount for a Maverick, especially since this price includes a "market adjustment in addition to MSRP plus dealer adds." The seller has not disclosed which dealer is selling this Maverick and did not share its location with The Drive. However, this isn't the only Lobo listed with a dealer markup. A quick search on KBB reveals several listings nationwide priced above their MSRPs, inching dangerously close to, or even exceeding, the $50,000 threshold in at least one case. Frankly, there is no justification for spending such an amount on any Maverick, not even the Lobo.

      Since its debut in 2021, the Maverick has been a blue-collar favorite. Its remarkably low starting price and great fuel efficiency made it an ideal pickup for many American buyers, leading Ford to struggle with demand in its first sales year. As a result, dealers marked up the budget-friendly truck beyond its appealing price. However, with supply now well exceeding demand, there is no reason to accept a dealer markup, particularly when numerous Lobos are available without such increases. Clearly, this hasn't deterred dealers from attempting to inflate prices.

      Starting at $36,850, the Lobo is essentially the performance-oriented version of the Maverick. It includes many standard features to justify its higher cost, such as a 2.0-liter EcoBoost four-cylinder engine producing 238 hp, all-wheel drive, and a seven-speed automatic transmission. It also has under-the-hood enhancements that may not be apparent in the specifications. Its all-wheel drive system is the same "Advanced 4WD" used in the Maverick Tremor, featuring a sophisticated rear differential that aids cornering. Ford incorporated various components to enhance the Lobo's suspension and brakes, using front strut mounts from the Mustang Mach-E, monotube shocks from the Maverick FX4, a steering rack from the Euro-market Ford Kuga, and front calipers from the Euro Focus ST. Thus, it represents more than just a Maverick with stylish wheels.

      However, selecting an option—Equipment Group 702A—turns it into a fully equipped truck with an MSRP of $42,345. That’s already quite steep for what fundamentally remains a $28,000 vehicle, and with dealers adding their unreasonable "market adjustments," it becomes truly excessive.

      There are nicer cars with superior performance available at a similar price point. The track-ready Honda Civic Type R offers a sporty four-door for $47,045, making it a clear choice over the Maverick for those who prioritize cornering ability. Alternatively, if you’re seeking raw speed and engagement, a Mustang GT with a 486-hp V8 and a manual transmission can be had for $48,155. While one could argue that the Maverick Lobo serves a dual purpose as a pickup truck, it’s debatable whether that alone justifies choosing it over the alternatives. After the dealer markups, it quickly becomes unappealing.

      It is true that the Lobo stands out by delivering hot-hatch performance alongside pickup utility. I understand paying a premium for that unique combination. However, the nerve of dealers to inflate the price to nearly $50,000 is astonishing. No one should ever pay that much for a Maverick; even Ford doesn’t set prices that high.

      Got tips? Send them to [email protected]