Ford Escape Sales Decrease 23 Percent In Q4 2019

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Ford Escape sales decreased in the United States and Mexico in the fourth quarter of 2019.

Ford Escape Sales - Q4 2019 - United States

In the United States, Ford Escape deliveries totaled 47,587 units in Q4 2019, a decrease of about 23 percent compared to 62,178 units sold in Q4 2018.

During the complete 2019 calendar year, Escape sales decreased about 11 percent to 241,388 units.
MODEL Q4 2019 / Q4 2018 Q4 2019 Q4 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
ESCAPE -23.47% 47,587 62,178 -11.33% 241,388 272,228

Ford Escape Sales - Q4 2019 - Mexico

In Mexico, Ford Escape deliveries totaled 973 units in Q4 2019, a decrease of about 23 percent compared to 1,257 units sold in Q4 2018.

During the complete 2019 calendar year, Escape sales decreased about 25 percent to 3,939 units.
MODEL Q4 2019 / Q4 2018 Q4 2019 Q4 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
ESCAPE -22.59% 973 1,257 -25.34% 3,939 5,276

Competitive Sales Comparison

Ford Escape sales performance during the fourth quarter of 2019 places the compact crossover in sixth place out of 15 rivals in the U.S. mainstream compact crossover segment. Escape sales declined at a rate faster than the segment average, resulting in a reduced market share.

Sales Numbers - Mainstream Compact Crossovers - Q4 2019 - United States

MODEL Q4 19 / Q4 18 Q4 19 Q4 18 Q4 19 SHARE Q4 18 SHARE YTD 19 / YTD 18 YTD 19 YTD 18
TOYOTA RAV4 +14.28% 123,446 108,023 17% 14% +4.89% 448,071 427,170
HONDA CR-V +2.01% 103,429 101,392 14% 13% +1.36% 384,168 379,013
CHEVROLET EQUINOX -6.26% 92,092 98,239 12% 12% +4.04% 346,048 332,618
NISSAN ROGUE -23.48% 78,147 102,131 11% 13% -14.96% 350,447 412,110
SUBARU FORESTER -1.93% 48,732 49,689 7% 6% +4.99% 180,179 171,613
FORD ESCAPE -23.47% 47,587 62,178 6% 8% -11.33% 241,388 272,228
JEEP CHEROKEE -29.56% 42,048 59,694 6% 8% -20.06% 191,397 239,437
MAZDA CX-5 +20.50% 40,843 33,894 5% 4% +2.60% 154,545 150,622
HYUNDAI TUCSON -11.00% 34,520 38,785 5% 5% -3.46% 137,381 142,299
SUBARU CROSSTREK -0.95% 32,655 32,969 4% 4% -9.16% 131,152 144,384
GMC TERRAIN -11.19% 28,060 31,595 4% 4% -11.24% 101,470 114,314
VOLKSWAGEN TIGUAN +6.35% 24,667 23,195 3% 3% +6.74% 109,963 103,022
KIA SPORTAGE +17.63% 24,174 20,551 3% 3% +7.79% 89,278 82,823
DODGE JOURNEY -27.12% 12,290 16,863 2% 2% -20.63% 74,686 94,096
MITSUBISHI OUTLANDER +9.53% 7,494 6,842 1% 1% +0.83% 37,965 37,652
MITSUBISHI ECLIPSE CROSS -4.28% 3,802 3,972 1% 1% +107.29% 19,661 9,485
TOTAL -5.83% 743,986 790,012 -3.70% 2,997,799 3,112,886

Ahead of the Ford Escape were the Toyota RAV-4, Honda CR-V, Chevrolet Equinox (see Chevrolet Equinox sales), Nissan Rogue, and Subaru Forester. The Escape outsold all other rivals, including the Jeep Cherokee, Mazda CX-5, Hyundai Tucson, Subaru Crosstrek, GMC Terrain (see GMC Terrain sales), Volkswagen Tiguan, Kia Sportage, Dodge Journey, Mitsubishi Outlander, and Mitsubishi Eclipse Cross.

The decrease in Escape sales volume resulted in the vehicle losing segment share, with 6 percent in Q4 2019 compared to 8 percent in the year-ago quarter. That’s significantly behind the 17 and 14 percent commanded by the Toyota RAV4 and Honda CR-V, respectively, or the 12 and 11 percent seen by the Chevrolet Equinox and Nissan Rogue.

The compact mainstream crossover segment (C-crossover segment) contracted almost 6 percent to 743,986 units during Q4 2019.

The Ford Authority Take

Ford Escape sales didn’t fare well during Q4 2019, causing the vehicle to lose share in the highly-contested compact crossover segment. We attribute the underwhelming performance to the following potential issues:

  1. A limited supply of the all-new 2020 Escape model at the retail/dealer level, particularly of some model variants
  2. Greater incentives offered by competitors

We maintain that the all-new, fourth-generation Escape will see significantly higher demand and sales volume, so long as Ford supply/production can keep up with the increased demand. In addition, it’s worth noting that The Blue Oval will field two entries in this segment in the near future. The first will be the Escape, while the second will be the “baby Bronco” – which we believe will be called Bronco Sport. The addition of the second entry should considerably boost Ford’s share of the segment.

About The Numbers

  • All percent change figures compared to Ford Escape sales in Q4 2018, except if noted
  • There were 78 selling days in Q4 2019 and 77 selling days in Q4 2018
Ford Motor Company Q4 2019 sales reports:
  • U.S. Ford Motor Company Q4 2019 sales results:
    • U.S. Ford Q4 2019 sales results (Ford brand)
    • U.S. Lincoln Q4 2019 sales results
  • Ford Motor Company Brazil Q4 2019 sales results:
  • Ford Motor Company Korea Q4 2019 sales results:
  • Ford Motor Company Mexico Q4 2019 sales results:
    • Ford Motor Company Mexico October 2019 sales results:
      • Ford Mexico October 2019 sales results
      • Lincoln Mexico October 2019 sales results
    • Ford Motor Company Mexico November 2019 sales results:
      • Ford Mexico November 2019 sales results
      • Lincoln Mexico November 2019 sales results
    • Ford Motor Company Mexico December 2019 sales results:
      • Ford Mexico December 2019 sales results
      • Lincoln Mexico December 2019 sales results
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Written by Alex Luft

Ford Authority founder with a passion for global automotive business strategy.

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12 Comments

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  1. I offer an alternative reason for the low sales: The incredibly ugly nose, combined with the odd diamond-lumpy texture on the cloth seats. It is staggering that someone gave the green light to either of those design choices. I like how it looks from the sides and the rear, but that face…

    • The ugly nose is the very reason I bought a 2019 instead of a 2020. Like you, I like it from the side and rear but not the front. This is my 3rd Escape. 2014, 2017 and a 2019.

      • I had a 2005 and loved the rough-looking square design. The boxy shape made for very good storage, unlike the newer generations with the sloping rear roofline. The new Baby Bronco should sell well.

  2. Escape sales should increase this year when the hybrid and plug-in models begin selling. Many buyers are now looking for electrified crossovers because they want to drive with efficiency, sportier, and economically. Only hybrids and electric can do all three.

  3. I also will be looking at the Baby Bronco in 2022 when I replace my 2019 Escape.

    I think that Ford designed the 2020 Escape to look more car like to try to capture the people who bought Focus’s and Fusion’s which Ford stopped making.

    The Baby Bronco will fill the need for a vehicle that has an SUV look on a smaller platform. I am also hoping it will have available an Ecoboost 2.3 liter motor. But most probably it will just have the Ecoboost 2.0 liter engine. Lincoln does have the Ecoboost 2.3 available in its Escape equivalent so it is possible to put it in that platform.

    Maybe they will build an Escape ST and put the Ecoboost 2.3 liter in that. That would be an awesome vehicle!

  4. I would encourage Ford to do an emergency front redesign of the Escape face! They can pull design cues from the Kuga,Puma or the Chinese version. This face is not cutting it. A redo should be done immediately.

  5. A lot of people are complaining about the front end design, which, while everyone has their taste, people have to realize that as with any design change, things look different when they are updated. In fact, the main thing that was slowing sales for the previous generation Escape was a safe, but rather stale design. The main thing slowing sales for this new Escape has been the lack of competitive rebates and the fact that they literally cannot restock the things fast enough. I have a feeling, however that the people criticizing the front end design aren’t in vehicle design and don’t understand what appeals to people. Again, to each their own, but every single person that has walked through the showroom of the dealership I work at will instantly walk over to the 2020 Escape and exclaim that they like the design. I’m not even a salesman anymore; I’m a detailer. One thing most people don’t understand is that the design is no longer based on the Focus platform. In fact, the new “Baby Bronco” that everyone is looking forward to will be based on the new Escape platform.
    In short, no, Ford does not need to do an emergency redesign because some stuck-in-their-ways people on a forum don’t like it. To do such a thing would be a very bad idea. Am I a fan of the new front end? Not as much as I could be. I certainly think there were a couple of areas it could have improved, but that doesn’t mean I know better than Ford’s design team.
    Now, when Ford brought a 2020 Escape prototype to my dealership, I pointed out the coolant capacity chart in the engine bay, i noticed the different engines listed and pointed out the one that said “2.3L”. Upon asking the person who brought the prototype about this, he said that he wasn’t able to confirm an ST or Sport model, but there will be something like that. So, that’s cool.

    • To each his own! I think Ford drop the ball on the front end design of the U.S version of the Escape! The Kuga and the Chinese versions are miles ahead in the looks department. It is simply not a cohesive or attractive look. Why couldn’t they put something similar to the new Puma or a combination of the Kuga and the Chinese model? Contrary to what you might think but it consumers like myself that keep companies like Ford in business. Good companies listens to what consumers have to say and respond accordingly. This segment is too competitive to have a also ran design!

  6. When my Escape lease comes due in 2 1/2 years, if they haven’t changed the front end design by then, I will be looking for something else. I will not drive a vehicle that looks the way the new Escape looks in the front. There are plenty of other vehicles in that market segment to choose from. The Chevrolet Equinox or the GMC Terrain are the first two that come to mind. The Terrain Denali is a very good looking vehicle.

    I have been driving Fords exclusively since 1990. But that could come to an end unless they change that Escape front end design. To me it is almost as ugly as the Pontiac Aztec was.

    At the Ford dealer where I get my vehicle serviced, they told me that myself and many others have expressed the same opinion as I have. He told me the sales people are complaining because they are loosing sales to competitors. Even good incentives will not get most people to drive an ugly vehicle. Some will buy them but not me.

  7. A complete redesign should bring about styling that puts you above the competition. It should be one of the reasons for drivers to switch to your brand. It should bring in sales that do not require incentives.

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