In 1970, the Ford Maverick burst onto the scene, selling an astonishing 579,000 units in its debut year—nearly eclipsing the Mustang’s legendary first-year sales record of 619,000 units. It was a car built for a changing America: affordable, stylish, and practical. And yet, just seven years later, it was gone, erased from Ford’s lineup as if it had never existed.
How did a car that started off as a massive success disappear so quickly? To understand the story of the Maverick, we have to go back to its origins—and to the man behind it.
A Mustang for the Everyman
By the late 1960s, Lee Iacocca had already solidified his reputation as a visionary at Ford. He had spearheaded the Mustang, an unprecedented success that changed the landscape of the American automobile industry. Now, he had another mission: replace the aging Ford Falcon with a car that could compete with the growing number of imports flooding the U.S. market.
Thus, the Maverick was born.
Unveiled on April 19, 1969—exactly five years after the Mustang—the Maverick was marketed as an import fighter, designed to take on the compact cars coming from Europe and Japan. But despite Ford’s messaging, the Maverick was far from an all-new creation. It was heavily based on the 1960s Ford Falcon, a car that had outlived its usefulness in a rapidly evolving industry.
The Falcon’s demise was inevitable. It had been directly competing with the Mustang, and as Mustang sales soared, Falcon sales plummeted. The Maverick stepped in to fill the gap.
Ford made the Maverick’s appeal simple: Easy to drive. Easy to park. Easy to repair. Easy to own. It was also cheap—starting at $1,999, which, adjusted for inflation, would be roughly $14,000 in today’s money.
And it worked. The Maverick crushed sales expectations, outselling the 1970 Mustang by more than three-to-one.
A Car That Evolved with the Times
When the Maverick debuted, it was only available as a two-door sedan with a 103-inch wheelbase. It borrowed Mustang-inspired styling cues, including a long hood, a fastback roofline, and a short rear deck. The first models were as bare-bones as they came—no glovebox (that wouldn’t arrive until 1973), and engines ranging from a 170-cubic-inch straight-six (105 hp) to a 200-cubic-inch straight-six (120 hp).
But by mid-1970, the Grabber trim was introduced, giving the Maverick a sportier appearance with an integrated rear spoiler, bold graphics, and a special dual-dome Grabber hood (in 1971 and 1972).
Ford kept refining the Maverick, adding a four-door model in 1971, along with a 210-hp 302-cubic-inch V8, which significantly improved performance. That same year, Ford’s Mercury division also introduced the Comet, a rebadged Maverick with a unique grille, hood, and taillights.
By 1972, the Maverick Sprint package was offered—a patriotic-themed trim in red, white, and blue to commemorate the 1972 Olympics. Then, in late 1972, Ford launched the Luxury Décor Option (LDO), transforming the Maverick into an affordable alternative to European luxury sedans like Mercedes-Benz and BMW.
The LDO trim was one of the first compact American cars to offer true luxury features, including reclining bucket seats in soft vinyl, plush carpeting, w oodgrain instrument panel, radial tires, deluxe wheel covers, and vinyl roof
Ford was now marketing a budget-friendly luxury sedan.
Oil Crisis Boom and Government Mandates
By 1973, the Maverick’s popularity skyrocketed again. With gas prices soaring and American consumers turning to smaller, more fuel-efficient cars, the Maverick seemed like the perfect solution. Ford, sensing the moment, made a few key updates:
The 170-cubic-inch six-cylinder engine was discontinued, making the 200-cubic-inch six the new base engine, brake performance was improved, and a chrome grille became standard. However, with the arrival of stricter government safety regulations, the Maverick had to evolve once again.
1974 saw the introduction of massive 5-mph bumpers to comply with federal safety laws. These bumpers required new rear quarter panel end caps, and while they made the Maverick safer, they also diluted its sleek styling.
By 1976, the Grabber trim was gone, replaced by the Stallion package, which came with unique paint and trim. Disc brakes became standard, and the Maverick gained a foot-operated parking brake, replacing the old under-dash T-handle.
But despite the upgrades, the Maverick was running out of steam.
The End of the Road
By 1977, the Maverick’s fate was sealed.
The car had received no significant updates in years, and while it still sold well enough, Ford had never planned for it to last this long. Originally, the Maverick was intended to be a five-year stopgap until a true replacement could be developed.
That replacement was the Ford Fairmont, built on the all-new Fox body platform.
With its boxy styling, increased interior space, and fuel-efficient engineering, the Fairmont signaled the future of Ford’s compact cars. By comparison, the Maverick felt like a relic of the past.
Production ended in 1977, though the Maverick lived on in Brazil until 1979, where it remains a highly sought-after collector car.
Interestingly, Ford never released the Mustang in Brazil, so if you wanted a Ford V8 coupe, the Maverick was your only option.
Did Ford Kill the Maverick on Purpose?
Many fans have wondered: Did the Mustang kill the Maverick—just like it killed the Falcon?
It’s possible. When the Mustang II debuted in 1974, it was supposed to be Ford’s new affordable performance coupe. But there was a problem:
The Maverick Grabber was cheaper and faster than the Mustang II. Ford took note—and in 1975, they dramatically increased the price of the Grabber, which naturally led to a decline in sales.
Coincidence? Maybe. But it wouldn’t be the first time Ford made strategic pricing decisions to push customers toward a different model.
A Car Gone Too Soon?
The Maverick was never meant to last, yet it became one of Ford’s biggest success stories of the early 1970s. It was a car that fit the moment perfectly:
Affordable for the average American
Sporty enough to steal buyers from the Mustang
Fuel-efficient at the right time
But in the end, it was just a placeholder, waiting for the next generation of compact cars to take over. Could Ford have updated and improved the Maverick, keeping it relevant for another decade? Probably. But that wasn’t the plan.
Instead, the Maverick quietly faded away, its place in history secured as a short-lived but impactful chapter in Ford’s legacy.
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