1970 Ford Maverick 3/69 Sales Brochure Original

The Maverick was introduced on April 17, 1969, as a 1970 model at a very competitive price point of $1,995 ($15,033 in 2022 dollars It was originally conceived and marketed as a subcompact "import fighter" intended to compete against the newer Japanese rivals for North America, then primarily from Datsun and Toyota. The Falcon, Ford's compact offering since 1960 and main rival to the Chevrolet Nova and Dodge Dart, had seen its sales decimated by the introduction of the Mustang in 1964, and despite a redesign in 1966, was unable to meet the then forthcoming U.S. National Highway Traffic Safety Administration motor-vehicle standards that would come into effect on January 1, 1970. Consequently, the Falcon was discontinued midway through the 1970 model year, and the Maverick repositioned as Ford's compact entry, giving the Nova and Dart a new rival. A bigger Falcon was a rebranded low-trim version of the Fairlane for the second half of the model year, then went away.

The Maverick's styling featured the long hood, fastback roof, and short deck popularized by the Mustang, on a 103-inch (2,616 mm) wheelbase — and featured pop-out rear side windows.

Nearly 579,000 Mavericks were produced in its first year, approaching the record-setting first year of Mustang sales (nearly 619,000),and easily outpaced the Mustang's sales of fewer than 200,000 in 1970. Total North American Maverick production (1969-1977) reached 2.1 million units.

Jumping gas prices and increasing demand for smaller cars resulting from the 1973 oil crisis caused the Maverick to grow in popularity. Maverick production continued for 1975 with the release of its intended replacement the Granada as a more European-style luxury compact (the Granada and Maverick shared the same basic chassis).