Does an urban dweller want something that is Built Ford Tough or which smacks of fashion?

By Gary S. Vasilash

“One thing that’s non-negotiable is that Maverick is Built Ford Tough,” said Chris Mazur, chief engineer for the small pickup.

What seems a bit odd is that Ford says of the truck “The interior design is stylish and spacious, with thoughtful features and the versatility for city driving or escaping the urban life,” which seems to indicate that this is a vehicle for city dwellers.

Looks like a truck. Is a truck. (Image: Ford)

So this “Built Ford Tough” characteristic doesn’t seem to align with what would assume would be style-conscious urbanites—except for those who wear Carhartt.

As it starts under $20K and comes standard as a hybrid, there is a draw there.

But as Hyundai is coming with the Santa Cruz, a vehicle that is certainly more chic, it will be interesting to see which has greater appeal for those who want a “truck” but really don’t want a “truck.”