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Ford Maverick (1970–1977)
The Ford Maverick is a compact car manufactured and marketed by Ford for model years 1970–1977 in the United States, originally as a two-door sedan employing a rear-wheel drive platform original to the 1960 Falcon—and subsequently as a four-door sedan on the same platform. The Maverick replaced the Falcon in most of the world, but Australia kept selling and developing the Falcon.
The Maverick was also manufactured in Canada, Mexico, Venezuela and, from 1973 to 1979, in Brazil, where it did not achieve the expected success and was considered a failure.
The name "maverick" was derived from the word for unbranded range animals, and the car's nameplate was stylized to resemble the head of Longhorn cattle.
The Maverick was introduced on April 17, 1969, as a 1970 model at a very competitive price point of $1,995 ($16,153 in 2024 dollars). The TV commercials used the same music as the other Ford ads in the 1969 model year campaign, "Ford, it's the going thing."
The Maverick was originally conceived and marketed as a subcompact "import fighter", intended to compete against the newer Japanese rivals for North America, then primarily from the Datsun 610 and Toyota Mark II. The Falcon, Ford's compact offering since 1960 and main rival to the Chevrolet Nova and Dodge Dart, had seen its sales decimated by the introduction of the Mustang in 1964, and despite a redesign in 1966, was unable to meet the then forthcoming U.S. National Highway Traffic Safety Administration motor-vehicle standards that would come into effect on January 1, 1970. Consequently, the Falcon was discontinued midway through the 1970 model year, and the Maverick repositioned as Ford's compact entry, giving the Nova and Dart a new rival. For 1970½, a larger intermediate-sized Falcon was introduced, which was a rebadged entry-level version of the Fairlane series for the second half of the model year. For 1971, this larger Falcon was dropped, as the new Torino series replaced it and the Fairlane names.
The Maverick's styling featured the long hood, fastback roof, and short deck popularized by the Mustang, on a 103-inch (2,616 mm) wheelbase—and featured pop-out rear side windows.
Nearly 579,000 Mavericks were produced in its first year, approaching the record-setting first year of Mustang sales (nearly 619,000), and easily outpaced the Mustang's sales of fewer than 200,000 in 1970. Total North American Maverick production (1969–1977) reached 2.1 million units.
Jumping gas prices and increasing demand for smaller cars resulting from the 1973 oil crisis caused the Maverick to grow in popularity. Maverick production continued for 1975 with the release of its intended replacement the Granada as a more European-style luxury compact (the Granada and Maverick shared the same basic chassis).
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Ford Maverick (1970–1977)
The Ford Maverick is a compact car manufactured and marketed by Ford for model years 1970–1977 in the United States, originally as a two-door sedan employing a rear-wheel drive platform original to the 1960 Falcon—and subsequently as a four-door sedan on the same platform. The Maverick replaced the Falcon in most of the world, but Australia kept selling and developing the Falcon.
The Maverick was also manufactured in Canada, Mexico, Venezuela and, from 1973 to 1979, in Brazil, where it did not achieve the expected success and was considered a failure.
The name "maverick" was derived from the word for unbranded range animals, and the car's nameplate was stylized to resemble the head of Longhorn cattle.
The Maverick was introduced on April 17, 1969, as a 1970 model at a very competitive price point of $1,995 ($16,153 in 2024 dollars). The TV commercials used the same music as the other Ford ads in the 1969 model year campaign, "Ford, it's the going thing."
The Maverick was originally conceived and marketed as a subcompact "import fighter", intended to compete against the newer Japanese rivals for North America, then primarily from the Datsun 610 and Toyota Mark II. The Falcon, Ford's compact offering since 1960 and main rival to the Chevrolet Nova and Dodge Dart, had seen its sales decimated by the introduction of the Mustang in 1964, and despite a redesign in 1966, was unable to meet the then forthcoming U.S. National Highway Traffic Safety Administration motor-vehicle standards that would come into effect on January 1, 1970. Consequently, the Falcon was discontinued midway through the 1970 model year, and the Maverick repositioned as Ford's compact entry, giving the Nova and Dart a new rival. For 1970½, a larger intermediate-sized Falcon was introduced, which was a rebadged entry-level version of the Fairlane series for the second half of the model year. For 1971, this larger Falcon was dropped, as the new Torino series replaced it and the Fairlane names.
The Maverick's styling featured the long hood, fastback roof, and short deck popularized by the Mustang, on a 103-inch (2,616 mm) wheelbase—and featured pop-out rear side windows.
Nearly 579,000 Mavericks were produced in its first year, approaching the record-setting first year of Mustang sales (nearly 619,000), and easily outpaced the Mustang's sales of fewer than 200,000 in 1970. Total North American Maverick production (1969–1977) reached 2.1 million units.
Jumping gas prices and increasing demand for smaller cars resulting from the 1973 oil crisis caused the Maverick to grow in popularity. Maverick production continued for 1975 with the release of its intended replacement the Granada as a more European-style luxury compact (the Granada and Maverick shared the same basic chassis).