Update: A Ford spokesperson confirmed a small price increase for the Maverick that is part of "usual mid-year pricing actions combined with some tariffs we are facing."
Ford stresses that the employee pricing for everyone program is still in effect for all vehicles, including imported vehicles like the Maverick, through the July 4 weekend. That includes vehicles imported after May 2.
The Maverick has been a huge success for Ford, in part due to its attractive pricing. When the small truck debuted for the 2022 model year, it snuck in just under $20,000 before destination fees. But much has changed in the last three years, and now, the Maverick's base price is $28,145. When Ford's $1,695 destination fee is added in, the cheapest Maverick is now $29,840.
That's an increase of $8,150 in just three years. A majority of that came just in the last few months, with the price jumping from $23,920 in 2024 to $26,995 at the start of 2025. According to a Ford dealer memo posted to Reddit, another $1,150 increase just went into effect on May 2. That's confirmed through Ford's online configurator, which currently shows the base model Maverick at the aforementioned $28,145.
The memo specifically references mid-year pricing for imported vehicles, but makes no mention of tariffs, at least in the portion of the memo that's visible. The Maverick is assembled in Mexico, so it's safe to assume that the increase is due to the Trump administration's ever-changing tariff structure for vehicles and parts entering the United States. During Ford's Q1 financial conference call this week, company CEO Jim Farley said the net impact of tariffs on Ford would be $1.5 billion. He also conceded that much was still uncertain going forward.
"It's still too early to fully understand our competitors' responses to these tariffs," said Farley. "It's also early to gauge the related market dynamics, including the potential industry-wide supply chain disruptions, and the impact of Ford's domestic manufacturing advantages."
Per the memo, multiple price increases across Maverick trims and options started on May 2. The $1,150 bump applies to all XL, XLT, and Lariat hybrid FWD trims, as well as Lariat hybrid AWD trucks. Non-hybrid Mavericks are up slightly less, at $700, while Lobo and Tremor trucks increase $675 and $645, respectively. Getting more specific, the memo lists a $100 increase to the destination charge, an $80 bump for hard bed covers, and even a $10 bump for a soft bed cover.
Given the memo's mention of imported pricing changes, we looked up the 2025 Bronco Sport, which is also assembled in Mexico. The online configurator shows a starting price of $30,995 for the entry-level Big Bend trim—$1,000 more than it was just a few months ago. Whether this increase also happened on May 2 is unclear. In any case, the memo also makes it clear that Ford's employee pricing for everyone initiative is still in effect through the July 4 weekend.
Thus far, higher prices haven't affected Maverick sales. The small truck is up 13.8 percent through April 2025 with 58,198 units already sold.
Sources: Reddit via Motor Trend, Ford
