I have a confession to make. For all the off-road prowess of the Raptor lineup, the towing and hauling capability delivered by our F-Series pickups, and the spirited driving of every Mustang we build, the Ford Maverick is my favourite Ford vehicle.

Helping to launch it five years ago certainly plays a part in that. We knew we had a hit on our hands with this whitespace product – the truck for people who didn’t know they needed a truck.

The team didn’t stop after unveiling this fantastic new product – they listened to customers and delivered a robust update this year, adding all-wheel drive to the already fuel-efficient hybrid, a more capable Maverick Tremor, and the return of the street truck: Maverick Lobo.

To say this truck has been popular with Canadians would be an understatement. We’re getting close to 40,000 sold since launch, with more than 15,000 Maverick pickups this year alone, and we’re not done yet.

Now, this doesn’t surprise me at all. Maverick has consistently performed incredibly well at bringing new customers to Ford, with between 60 and 70 per cent of sales to Canadians who did not previously own a Ford – many of them switching out of a sedan or small SUV.

On top of that, as customers have gotten to know Maverick and what it can deliver, they’ve been extremely loyal, with more than 90 per cent trading in an older Maverick for a newer one, or another Ford vehicle, in 2025. If you're at all interested, you could even win a 2025 Ford Maverick at the contest below, which closes on December 8.

But please don’t just take my word for it. Canadians who have made the switch are also speaking out, like Chyz (Cassandra) from Ontario who switched from a sedan into a 2023 Ford Maverick because it was both a right-sized vehicle for city life and also gave her peace of mind to store her firefighter equipment in the bed and not the back seat.

Richard Ward, who lives in Atlantic Canada, had previously owned three of the same small SUV from a Japanese manufacturer before choosing to make a 2022 Ford Maverick XLT in Hot Pepper Red his daily driver. Having previously borrowed his neighbours’ F-150 or Ranger whenever he needed to do “truck stuff”, Richard was impressed by the combination of utility and gas mileage offered by the Maverick.

Then there’s Matthew Laframboise from Alberta, who found the perfect smoker but couldn’t fit it into the trunk or back seat of his sedan. He called that frustration the turning point that drove him to an Azure Grey 2025 Ford Maverick XLT with the Black Appearance Package – his first truck and first brand new Ford. Matthew chose Maverick over the closest competitor for its looks, fuel efficiency, and aftermarket support.

Back to Ontario, Bill Valcourt loves to go camping and finally grew tired of having to clean the mess out of the cargo area and back seat of his small SUV. He switched to a 2025 Ford Maverick Lariat Hybrid AWD with the 4K tow package and can fit all his camping gear into the bed, which he then easily cleans with a hose when he gets back home.

While I could go on-and-on with examples, I’ll close by highlighting Michael O’Sullivan from Australia, now living in Alberta. He shared that until he found the Ford Maverick, he’d driven various models from one Japanese manufacturer his entire life. Michael picked up a 2025 Maverick XL in Oxford White as his first truck and first Ford, finding all the features he wanted from a truck in roughly the size of a sedan or small SUV. He has a young daughter and appreciates being able to use the bed when they go camping, while also mentioning that as a renter, owning a truck gives him peace of mind if they ever need to move.

Ultimately, Maverick’s soaring popularity isn’t just about impressive sales figures – it’s about the countless individual stories of Canadians whose daily lives have been genuinely enhanced by this innovative truck. The Ford Maverick has successfully redefined what a truck can be, proving that utility and efficiency can coexist in a right-sized package that appeals to a growing number of Canadians. In my opinion, we’re just scratching the surface, and Maverick’s success story is far from over.

Matt Drennan-Scace is a communications manager for Ford in Canada