FORD’s advertising campaign to push the newly minted Maverick model keyed in on the car’s economy and family workhorse capabilities once the compact hit the dealership floors back in the summer of ’69. It was a timely plan, as Ford needed a replacement for the aging Falcon, but it also needed something to combat the influx of gas-sipping imports that were pouring into the country from all points abroad, many of which were quite inexpensive.
Dearborn’s plan paid off in spades. In the early ’70s, the ability to offer a new car for under $2,000 was a challenging goal for American automakers at a time when the VW Beetle had a base price of $1,799. The Maverick, though small and fairly Spartan in its initial form, seemed like a more substantial car than a Beetle, or any of the Japanese imports that also promised thrifty transport for bargain pricing. So, when the Maverick hit the market with an entry level price of $1,995, consumers responded enthusiastically, enabling Ford’s new import
