I agree. They have already "sold" over 100,000 of them and they are not even due out for awhile. These Mavericks are along the sizing of the original Ranger which was similar in dimensions to the S10.They will sell a boatload of them. And they'll do what buyers need them to do. Not everyone needs a Cummins dually.
And we all know how many Ranger's and S10's were sold over the years.
There was a lot of market feedback when the new Ranger came out that it was too large and buyers were looking for the old Ranger.
So Ford stepped up. Plus, without having cars in the lineup anymore, this gives them a lower cost Ford to buy. Hook them into the brand and if they decide they want more truck, there is a good chance it will be another Ford.
Virtually all of the current mid-size trucks come in around $40K and more. Full size trucks are way beyond the reach of a large segment of the population.
But a nicely equipped vehicle with a bed to do some light hauling for $30K? That's a good vehicle segment to have an offering.