The Ford Maverick seems like it would really nicely fill the niche?
My college actually used a few Kei trucks for the maintenance people years ago. I assume they could get them new(ish?) because they weren't used on road. They always seemed perfect for the job, and I have seen them around in other roles like that, but I only recently saw one on-road. I get the appeal, but I'd take a Maverick over one every time.
Yes, a Maverick is a much more versatile vehicle for the US market; however, try finding one.
Ford has a marketplace dilemma. They know they could sell lots of these but they really don't want to make them. They would much rather make/sell a big honkin' monstrosity that very few buyers actually need --- because $$$.
They likely have a capacity issue. The same plant that makes Broncos (huge sellers) also make the Mavericks which added a third shift in 2023. Some Ford plants already run three shifts, Kentucky Truck plant did for the longest of times. I think Ford has one entire factory dedicated to F150s. Ford has two weeks a year to add a new model to a factory, car manufacturing is very inelastic.
Yes, I'm not really in the market for a vehicle, so I'm not aware of what's really available. But I'd think anyone can make something like a Maverick; in fact, I'd rather buy something like that from Toyota or Honda. You'd think that if Ford has proven the demand, others might get in and accept a little less margin - that's what economics would suggest after all.
My college actually used a few Kei trucks for the maintenance people years ago. I assume they could get them new(ish?) because they weren't used on road. They always seemed perfect for the job, and I have seen them around in other roles like that, but I only recently saw one on-road. I get the appeal, but I'd take a Maverick over one every time.