Greater Versatility, More Value
2025 Ford Maverick XL | Photo Credit : Huw Evans
Helen Jackson, General Manager, Ford Pro, Canada | Photo Credit Ford Pro
Ford Pro’s Helen Jackson discusses why Maverick has proven a hit with fleet customers and some of the features that are designed to further enhance the truck’s appeal among commercial operators.
Ford’s Maverick has proved highly popular among fleets that are looking for a compact yet capable pickup truck. It’s choice of regular gasoline 2.0-litre EcoBoost inline four-cylinder engine and 2.5-litre Hybrid powertrain have proved particularly appealing from a TCO standpoint and for 2025 Ford has added a range of improvements designed to make the Maverick even more enticing for fleet buyers. To find out more regarding how and why the Maverick has resonated with commercial customers, Fleet & Mobility interviewed Helen Jackson, General Manager Ford Pro Canada. Here’s what she had to say:
F&M: From a fleet perspective, what has been the feedback you’ve received from customers that have acquired the Maverick since it was launched?
HJ: Since we launched Maverick as a 2022 model year vehicle, we’ve heard that fleet customers love the Hybrid version’s fuel efficiency, and that more power and capability is there when they need it with the 2.0L EcoBoost. They’ve also found that the pricing has been extremely competitive, and the low total cost of ownership has delivered value for fleets across a large number of vocations. Just like our retail customers, the number one ask from Ford Pro fleet customers was for the Hybrid AWD, which we’ve now delivered for the 2025 model year. In fact, one major Ford Pro customer in the telecommunications sector who purchased a large number of Hybrid FWD models is extremely excited for Hybrid AWD, while a national pest control service has started to switch their small/medium sized pickup business from a Ford Pro competitor because of the significant annual fuel cost savings offered by Maverick Hybrid and the availability of Hybrid AWD.
F&M: What do you feel are some of the key attributes of this vehicle that make it a good choice for fleet operators?
HJ: One of the most appealing aspects regarding the Ford Maverick is that it is designed for businesses of all sizes and that the platform allows for significant customization and differentiation. Some Ford Pro fleet customers have been impressed by the incredible fuel efficiency of our hybrid models and the value at our XL or XLT trims, with the available 2.0L EcoBoost for those who need more power. Because fleet drivers can spend a lot of time behind the wheel, they are also able to get a fleet-only option of an 8-way power adjustable driver seat on those trims.
F&M: Are there any specific use cases, where you feel the Maverick has really excelled?
HJ: One of the strengths of Ford Pro is the ability to offer the power of choice to all of our customers. While companies have varied needs, the most popular Ford Maverick for fleets has been the Hybrid FWD, though we’re already seeing increased demand for the new Hybrid AWD from customers that need more capability. And of course, Maverick is also available with a 2.0L EcoBoost on every trim if the use case requires more power.
With fuel efficiency in the city – 5.6 L/100km on the Hybrid FWD and 5.8 L/100km on the Hybrid AWD – we’ve seen the Ford Maverick support businesses of all sizes, from home renovation, to landscaping, to professional services like electricians and plumbers, while also being a vehicle of choice for large Ford Pro fleet customers. We’ve seen specific cases where a large telecommunications company that was using the vehicle for service calls, and a national pest control service decided to switch to using the Maverick from a competitor vehicle. As I mentioned before, Maverick is truly designed for businesses of all sizes, with two proven powertrains and a platform that can be modified for various use cases.
F&M: In terms of powertrain has there been a particular preference for fleet customers?
HJ: At Ford Pro, we offered a flexible lineup with ICE, Hybrid and Electric powertrains. While companies have varied needs, the Maverick Hybrid has been extremely popular for fleets in Canada, and we’re already seeing increased demand for the new Hybrid AWD for fleet customers who need that extra capability. The large telecommunications company I mentioned earlier, that’s been using the vehicle for service calls, has been very happy with Maverick and having a major national pest control service switching over to Maverick Hybrid from a competitor vehicle indicates that fleets are seeing the significant benefits that both Maverick and Ford Pro offer. That said, one of the great things at Ford Pro is that we provide the power of choice for all our customers, and on Maverick, the 2.0L EcoBoost is available on every trim if the use case requires more power.
F&M: With the refresh for the 2025 model year, what do feel are some of the features of the new truck that will appeal to fleet customers?
HJ: For Ford Pro fleet customers, there are so many improvements and additions that are now standard on every Ford Maverick—including the base XL—it really makes the truck an even greater value. Some examples include a larger screen to display more information, a fully digital cluster, wireless Apple CarPlay and Android Auto, SYNC 4, over-the-air updates so that the vehicle can get better over time, and 5G connectivity for improved vehicle management. But our most requested feature in Canada, including from fleet managers, was to make Maverick Hybrid available in AWD. We’ve launched this for the 2025 model year and are already starting to see sales growth at both the retail and fleet level.
F&M: Is there anything specific you’d like to mention regarding the 2025 Maverick and also the services and support available through Ford Pro for fleet customers?
HJ: Ford Maverick is just one of the many vehicles available from Ford Pro—Canada’s commercial vehicle sales leader. For commercial customers, it’s all about the lowest total cost of ownership and productivity over lifetime operations. It’s difficult to match Ford Pro’s solutions and position, which is built on long-standing customer relationships, scale and market share leadership, and the widest, most flexible lineup (ICE/hybrid/EV).
Ford Pro is a one-stop-shop solution that provides everything businesses need, including financing, productivity software solutions, identifying electrification use cases, simplifying charging to fit the business’ schedule and reduce costs, as well as manage multi-make and multi-powertrain fleets.
F&M: Anything else you’d like to mention?
Fleet sales have made up between 5-10% of Maverick sales in Canada since launching as a brand new 2022 model year vehicle, filling a whitespace in the market for both retail and fleet.
