Ford Maverick starts at $28k, and they're running about $3k in incentives at the moment. So it's a competitive price but nothing too wild versus what we have already.

The Maverick is a different class of vehicle: it has a unibody with no mechanical 4x4.

The amount of people who need and take advantage of 4x4 in a truck is probably around 5% of the user.

People mistake 4x4 for safety but really the most important part is the tires. A 2wd car with winter tires will be much safer and have more traction in the snow/ice than a 4x4 with all-seasons tires.