Ford has implemented a reduction in the list prices of its Territory, Maverick, and F-150 vehicles in Brazil, with discounts reaching up to R$ 25 thousand. This new price list came into effect last Friday (the 2nd).
The largest adjustment was applied to the Territory SUV, whose price dropped from R$ 219,900 to R$ 194,900, representing an 11.4% decrease. The Tremor and Hybrid versions of the Maverick received a discount of R$ 10 thousand, now being sold for R$ 229,900. Meanwhile, the F-150 Lariat, in Black and Chrome specifications, saw its value fall from R$ 560 thousand to R$ 540 thousand; other variants, such as the F-150 Tremor, were not affected by the readjustment.
According to Ford itself, this initiative aims to strengthen the competitiveness of the models and align the price list with the values actually practiced at dealerships.
Marcel Bueno, Director of Marketing for Ford South America, commented that the Brazilian market is undergoing a period of great dynamism and transformation.
The Territory operates in one of the most competitive segments in the country. In September, the SUV registered 617 registrations, falling behind the leader GWM Haval H6, which reached 6,433 units, and the Jeep Compass, with 3,867 registrations.
Available only in the Titanium version, the vehicle is equipped with a 1.5 EcoBoost engine, which generates 169 hp and 25.5 kgfm, coupled with a seven-speed dual-clutch automatic transmission. Its standard package includes a panoramic sunroof and a 12.3-inch multimedia panel.
In the mid-size pickup segment, the Maverick Tremor is designed for off-road use, featuring a 2.0 EcoBoost engine that delivers 253 hp and 38.7 kgfm, along with specialized suspension. The Hybrid version, being the first hybrid pickup sold in the country, combines a 2.5-liter gasoline engine with an electric system and all-wheel drive, offering a range of over 800 km, according to the manufacturer.
In the top-of-the-line category, the F-150 Lariat has a 5.0 Coyote V8 engine, producing 405 hp and 56.7 kgfm, and comes equipped with a ten-speed automatic transmission, 4x4 traction, and a towing capacity of up to 3,492 kg.
This price cut occurs at a favorable time for the brand. Ford reported a 4.6% growth in its sales volume during September, surpassing the general industry pace. Furthermore, the Ranger recovered its leadership position among mid-sized pickups, achieving a record market share of 3,465 registrations in September, compared to 3,310 for the Toyota Hilux.
Considering the accumulated sales for 2026, Ford's sales showed an advance of 8.6%. The company also highlighted that Territory registrations grew by 27% and Maverick registrations by 29%, with the latter being the largest increase among mid-size pickups. The F-150 maintains its leadership in the large pickup segment up to 3.5 tons.