#VOTY2023: Postlude for a Maverick

The Ford Maverick will receive it’s Victory & Reseda 2023 Vehicle of The Year Award – #VOTY2023 at the Chicago Auto Show this coming February. Was it the right choice by the voters?

As in most elections, it came down to the votes. It wasn’t even close. However, it did point to one of the key reasons why this compact unibody pickup truck won – the concept of it. 

Hyundai and Ford were on the right path when they introduced their small pickup trucks. Both were unibody with similarly sized beds, crew cabs and native drive formats. The deviations were obvious from styling, driveline choices, and specific trim and package offerings. 

The edge went to the Maverick. There was more usable bed are and a nod to conventional pickup truck design distinguished the Maverick from the Santa Cruz. Having a hybrid driveline available – and standard – also encouraged potential customers to put their orders in for one.

More importantly, the price point continues to be attractive to consumers. When it was first introduced, a hybrid XL with just front wheel drive started under $20,000. For 2024, that base price has jumped to $23,400. Ford have since swapped the hybrid for the EcoBoost 2.0-liter turbocharged engine as its standard powertrain. The hybrid driveline is still available as a $1,500 option.

These are points that have been stated over and over again since working with our first Maverick over a year ago. Perhaps these were the same reasons why you voted for it. 

While George and I accepted the result, we were puzzled by it. Nothing against Ford, since we both thought the public would overwhelmingly vote for the Dearborn’s other finalist – the Bronco. We could only speculate that the novelty has sort of worn off on Ford’s terrain conquering off-roader. 

That segment has taken somewhat of a beating, thanks to a recent announcement if Stellantis laying off 1,300 at assembly plants producing popular Jeep models. – including the Toledo facility building the iconic Wrangler. The reasoning was targeted towards California’s stringent emissions rules. 

The three other finalists George and I liked very much. The Honda CR-V might not be the sexiest choice for #VOTY2023, but it exhibited a marked improvement from previous generations. This goes beyond being spacious and practical. The new hybrid driveline was well executed in the way it delivered performance and efficiency. 

While we worked with the Electrified version, the Genesis GV70 Family – as the brand now calls it – is a major threat to the popular premium/luxury compact SUV segment. This is a well-designed vehicle that would make you forget about the rivals. Whether it is powered by an internal combustion engine or a fully battery-electric driveline, the GV70 is a revelation of how far the automotive industry in the Republic of Korea has evolved. 

Of course, there was the newest version of the Lexus RX to consider. It proved itself without the use of a V6. The turbocharged four-cylinder was one of the main reasons for its rise to the finals. Not to mention, adopting the latest in technology and infotainment that has helped the cause of the brand. At its core, it still fulfills the promise Lexus made to its customers by delivering an SUV that combines luxury, practicality, and efficiency in a perfectly sized package for everyone.

We understand that these three other finalists were seen as softroaders. Not exactly the stuff that would excite enthusiasts. In all fairness, the fact that the CR-V, GV70, and RX were in the same final grouping with the Bronco and Maverick spoke to how the marketplace will dictate vehicles that were considered “the best” above all others. 

In a way, they were all better than their rivals. Aside from the Maverick-Santa Cruz comparison, some have concluded the Bronco was actually better than the Wrangler for various reasons. Off-road maneuverability was one of those key advantages Ford had over the Jeep.  The GV70 clearly pipped the Lexus NX, Audi Q5, and BMW X3 in the way it executes luxury and style by being completely distinctive and inviting. 

The Honda has become the top of its high-volume, and popular segment. We use the word “execution” seriously, because we found many advantages in the CR-V to be in its favor after driving sine of its rivals. The quality was there. Improvements in ergonomics and technology were there. The hybrid driveline was top notch, as was the overall driving experience. 

Still, you have spoken. You chose one of the hottest vehicles in the marketplace. So hot, the Ford Maverick remains a vehicle that is challenging to find on dealer lots.  If you’re lucky, you might find two or three of them at your local dealer. But, don’t count on it. 

Perhaps the concept and the desirability helped the Ford Maverick win #VOTY2023. You tell us whether there are more reasons other than what we explored on here. Or, perhaps the Maverick was the right choice – or not – for #VOTY2023?

Photos by Randy Stern and George Torline