NASHVILLE — Ford Motor Co. offers more than 150 accessories on the 2022 Maverick pickup, but the automaker is helping customers avoid buying some of them.
Ford, for example, demonstrates on YouTube how to build a bicycle rack with $45 worth of lumber and screws, in lieu of its dealerships’ $489 hitch-mounted, two-bike carrier from Thule. Another video provides instructions for an amateur light rack made from about $60 worth of supplies, even though Ford stores offer a $199 bed light kit from Lumen.
The company even directs owners to the videos via a QR code printed in the Maverick’s bed that they can scan with a smartphone.
The three videos that make up Ford’s “Hack Your Maverick” series — with more to come — might seem counterintuitive in a business that otherwise jumps at chances to boost revenue through aftermarket part sales. But Ford sees the do-it-yourself explainers as an opportunity to win over younger, budget-conscious buyers and build loyalty among Maverick owners…
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