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It’s a sad day for Toyota as Ford celebrates with a surprising victory. The Ford Maverick has been growing while the Toyota Tacoma was caught slowing down. For the first time in years, the Tacoma isn’t the compact truck sales leader. 

The Ford Maverick is outselling the Toyota Tacoma 

For the first time in years, the Toyota Tacoma has lost its crown. It’s no longer the sales leader in its segment because the Ford Maverick just soared on by. 

So far, in 2024, the Ford Maverick has sold 77,133 models. During the same time period in 2023, it only sold 42,499 units. So, this is an 81% year-over-year sales increase. 

During the first half of 2023, the Tacoma sold 116,845 models, but during the first half of 2024, it has only moved 69,437 models. That’s over a 40% sales decrease. 

Also, the Tacoma is currently 7,696 models behind the Maverick. That’s not terrible, considering that there is an entire second half of the year left for the Tacoma to recover lost ground. 

Things really could be worse for the Tacoma. It could be the Jeep Gladiator with its measly 23,478 sales for the first half of 2024. 

The 2024 Ford Maverick off-roading
2024 Ford Maverick | Ford

Anyways, Ford has been working to increase production of the Maverick to meet demand for years. It’s still not cranking out enough little trucks. 

While Maverick production was increasing, the Tacoma launched the next-generation model, which may have led to delays. The redesigned 2024 model didn’t hit showrooms until late spring. 

Toyota had to retrofit an existing factory to build the new Tacoma. It also moved production to Mexico and these changes take time. 

Or the Maverick could be stealing Toyota fans away from the Tacoma with its lower prices and outstanding hybrid fuel economy. However, the Maverick Hybrid can’t be paired with AWD. 

The 2024 Maverick starts with an MSRP of $23,920. The 2024 Toyota Tacoma has an MSRP of $31,500. These prices don’t include the destination fee or dealership markup. 

Also, the Maverick Hybrid gets an EPA-estimated 42 mpg in the city and up to 33 mpg on the highway. The Tacoma Hybrid is expected to get about 25 mpg. 

Perhaps we are entering a time period where cheaper is better than bigger.

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Allison Barfield

Allison Barfield joined MotorBiscuit in 2020 and covers all things trucks, SUVs, and Jeeps. Having grown up on a farm in Rock Hill, South Carolina, she’s no stranger to the “Best in Class” truck and SUV debates; people in her hometown were always gathering to help work on vehicles together, and deliberation would naturally arise.

Allison graduated from the University of South Carolina with a degree in Media Arts. She has helped bring awareness to issues Women In Trucking face and has promoted Truckers Against Trafficking, an anti-trafficking NGO.

A fan of creatively dark literature, Allison appreciates the works of Shirley Jackson and Emily Dickenson. She lives in a mountainous area of the country and enjoys off-roading and camping. Her dog, Bruce, often joins her in testing trucks and SUVs for our site.