The latest sales data from Ford reveals a shift toward entry level models as rising prices reshape shopper behavior
The average transaction price of a new vehicle soared to $50,080 in September, which is more than many people can afford. Given this, it probably shouldn’t be surprising that some consumers are embracing entry-level trims.
Ford saw “expanded interest” in entry-level trims across their lineup last month. This helped to drive combined sales of the Maverick XL, Ranger XL, and Bronco Sport Big Bend up 26.4%. This wasn’t just a fluke as those three trims have seen year-to-date sales climb 12.7%.
More: Ford Just Gave The 2026 Bronco Sport A Touch Of Mustang Glamour
The Blue Oval went on to note Maverick sales were up 43.3% last month and this was driven, in part, by a 76.2% increase in demand for the entry-level XL trim. This helped the company’s compact pickup to achieve a new annual sales record with one month remaining in 2025.
Sticking in truck land, Ranger sales climbed 35.8% last month. This was aided by a 48% increase in sales of the XL variant.
On the SUV side of the equation, the Explorer had its best November since 2018 as dealers moved 20,226 units. That’s up 41.5% compared to last year and sales of the entry-level Active trim soared 60.7%. The mid-level-ish ST-Line also saw sales climb 68.5%.
Ford said affordable vehicles have helped them weather the storm of broader market declines driven by “price fatigue and a dip in electric vehicle sales following the expiration of federal tax credits.”
While their sales dropped 0.9% in November, automakers were down an average of 7%. Furthermore, despite the drop in sales, Ford grew their market share by 0.5%.
That being said, affordability is relative and the Maverick has seen huge price hikes. When the model was launched in 2021, it started at $19,995 before a $1,495 destination fee.
Fast forward to today and pricing begins at $27,145 before a $1,695 destination fee. That’s an increase of $7,350 in a little over four years, but the Maverick remains the most affordable pickup in America.
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