The Maverick was also manufactured in Canada, Mexico, Venezuela and, from 1973 to 1979, in Brazil, where it did not achieve the expected success and was considered a failure.

The name "maverick" was derived from the word for unbranded range animals, and the car's nameplate was stylized to resemble the head of Longhorn cattle.

The Maverick was originally conceived and marketed as a subcompact "import fighter",[6] intended to compete against the newer Japanese rivals for North America, then primarily from the Datsun 610 and Toyota Mark II.

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,[8] and the Maverick repositioned as Ford's compact entry, giving the Nova and Dart a new rival.

For 1970½, a larger intermediate-sized Falcon was introduced, which was a rebadged entry-level version of the Fairlane series for the second half of the model year.

[15] Jumping gas prices and increasing demand for smaller cars resulting from the 1973 oil crisis caused the Maverick to grow in popularity.

A "sprint" package offered for 1972 featured white and blue two-toned paint with red pinstripes and a special color-coordinated interior.

[21][22][23] A "luxury decor option" (LDO) trim level introduced late in the 1972 model year included reclining bucket seats in a soft vinyl material, plush carpeting, wood-grained instrument panel trim, radial tires with body-color deluxe wheel covers, and a vinyl roof.

[16] The Maverick LDO option was one of the first American compacts to be marketed as a lower-priced (and domestic) alternative to the more expensive European luxury and touring sedans from Mercedes-Benz, BMW, Audi, and others.

An AM/FM stereo and aluminum wheels became available while a slightly larger front bumper to comply with federal 5 MPH regulations was fitted.