They apparently know their market.
Demand is so high for the new Ford Maverick that Ford had to ask executives to return their leases and has paused taking orders until sometime this summer.
www.motor1.com
From the OP article
..."the Maverick will also offer more traction off-road, or in winter weather, thanks to the availability of a true four-wheel drive powertrain. It even offers more payload capacity (1,500 pounds) than popular body-on-frame trucks like the Toyota Tacoma. And it bests the Tacoma in one other important metric too: it can carry full size sheets of plywood in its bed."