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Ford Escape Sales Sink 49 Percent During Q2 2020

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Ford Escape sales decreased in the United States, Canada, and Mexico during Q2 2020.

Ford Escape Sales - Q2 2020 - United States

In the United States, Ford Escape deliveries totaled 36,680 units in Q2 2020, a decrease of about 49 percent compared to 72,398 units sold in Q2 2019.

In the first six months of the year, Escape sales decreased about 36 percent to 84,797 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCAPE -49.34% 36,680 72,398 -36.29% 84,797 133,100

Ford Escape Sales - Q2 2020 - Canada

In Canada, Ford Escape deliveries totaled 4,858 units in Q2 2020, a decrease of about 63 percent compared to 13,002 units sold in Q2 2019.

In the first six months of the year, Escape sales decreased about 51 percent to 10,209 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCAPE -62.64% 4,858 13,002 -51.38% 10,209 20,996

Ford Escape Sales - Q2 2020 - Mexico

In Mexico, Ford Escape deliveries totaled 199 units in Q2 2020, a decrease of about 72 percent compared to 716 units sold in Q2 2019.

In the first six months of the year, Escape sales decreased about 53 percent to 807 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCAPE -72.21% 199 716 -52.72% 807 1,707

Competitive Sales Comparison

Ford Escape sales performance during Q2 2020 makes it the sixth-best-selling model in its segment. The model was outsold by the Toyota RAV4, Honda CR-V, Chevrolet Equinox (see Chevy Equinox sales), Nissan Rogue (comprised of two models – the regular Rogue and Rogue Sport), and the Subaru Forester. The Escape outsold the Hyundai Tucson, Mazda CX-5 (see Mazda CX-5 sales), Volkswagen Tiguan (see VW Tiguan sales), Subaru Crosstrek, Jeep Cherokee, Kia Sportage, GMC Terrain (see GMC Terrain sales), as well as the Dodge Journey, Mitsubishi Outlander, and Mitsubishi Eclipse Cross.

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Sales Numbers - Mainstream Compact Crossovers - Q2 2020 - United States

MODEL Q2 20 / Q2 19 Q2 20 Q2 19 Q2 20 SHARE Q2 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
TOYOTA RAV4 -26.60% 85,729 116,790 17% 16% -8.60% 183,360 200,610
HONDA CR-V +10.42% 67,712 61,321 13% 8% -21.50% 138,898 176,944
CHEVROLET EQUINOX -40.70% 50,798 85,657 10% 12% -28.66% 124,251 174,157
NISSAN ROGUE -41.99% 47,249 81,453 9% 11% -38.97% 106,965 175,267
SUBARU FORESTER +2.67% 46,780 45,563 9% 6% -0.42% 85,860 86,219
FORD ESCAPE -49.34% 36,680 72,398 7% 10% -36.29% 84,797 133,100
HYUNDAI TUCSON -7.86% 34,206 37,123 7% 5% -12.15% 57,941 65,954
MAZDA CX-5 -19.06% 29,861 36,891 6% 5% -12.52% 65,072 74,387
VOLKSWAGEN TIGUAN -17.35% 25,318 30,634 5% 4% -17.16% 47,494 57,331
SUBARU CROSSTREK -24.94% 24,216 32,262 5% 4% -21.77% 45,732 58,459
JEEP CHEROKEE -51.32% 23,263 47,790 5% 7% -41.43% 56,938 97,210
KIA SPORTAGE -6.30% 19,561 20,877 4% 3% -1.14% 39,618 40,075
GMC TERRAIN -44.22% 13,939 24,988 3% 3% -22.09% 39,231 50,352
DODGE JOURNEY -74.64% 5,434 21,428 1% 3% -54.69% 20,586 45,431
MITSUBISHI OUTLANDER -76.92% 2,735 11,849 1% 2% -39.26% 15,544 25,589
MITSUBISHI ECLIPSE CROSS -67.67% 1,162 3,594 0% 0% -49.60% 6,346 12,591
TOTAL -29.56% 514,643 730,618 -24.09% 1,118,633 1,473,676

Ford Escape sales fell at a significantly faster pace than the segment average during the quarter, though several other models posted higher declines. For instance, the Jeep Cherokee saw sales dip 51 percent, Mitsubishi Eclipse Cross deliveries slipped 68 percent, Dodge Journey sales fell 75 percent, and the Mitsubishi Outlander saw the largest decline of 77 percent. The Escape’s top rival – the Toyota RAV4 – also posted a decline this quarter of nearly 27 percent. Notably, only two models saw sales grow this quarter; these were the Honda CR-V and Subaru Forester.

The Q2 2020 sales performance gives the Escape a segment share of 7 percent, lower than the 17 percent commanded by the RAV4, 13 percent for the Honda CR-V, 10 percent for the Chevy Equinox, and 9 percent for the Nissan Rogue and Subaru Forester individually.

The compact mainstream crossover segment contracted nearly 30 percent to 514,643 units in Q2 2020.

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The Ford Authority Take

The decline in Ford Escape sales during Q2 2020 is rather disheartening, as Ford’s all-new compact CUV continues to see its position in the segment slip. While the latest dip in sales is not unexpected due to COVID-19 factors, the vehicle saw sales drop faster than most rivals and faster than the segment average.

Additionally, the decline in Q2 sales represents the seventh consecutive quarterly decline, with the model seeing drops in volume for Q1 2020, Q4 2019, Q3 2019, Q2 2019, Q1 2019, and Q4 2018.

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We posit that Escape sales suffered in Q2 as a result of the following events:

  1. A reduced number of dealership foot traffic caused by the ongoing Coronavirus pandemic and stay-at-home orders during the timeframe covered by the second quarter of 2020
  2. A pause in production at the Ford Louisville Assembly Plant that produces the Escape for North America as well as at all other FoMoCo facilities in North America and beyond
  3. Increased intensity in competition in the mainstream compact crossover space

It’s worth noting that the first two factors listed above drove down sales for the entire auto industry.

COVID-19 impact notwithstanding, the fact that Escape sales continue to decline is worrisome, since the nameplate is all-new for the 2020 model year. FoMoCo completed the generational changeover from the previous model during the last quarter of 2019, so availability- and inventory- related issues should not have played a role in Q2 2020 sales performance.

Going forward, we expect sales of all automobiles, including those of the Escape, to be in the red as a result of COVID-19-related factors having a negative impact on the economy.

About The Numbers

  • All percent change figures compared to Ford Escape sales for Q2 2019, except if noted otherwise
  • There were 77 selling days in Q2 2020 and 77 selling days in Q2 2019
Ford Motor Company Q2 2020 sales reports:

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Written by Francisco Cruz

Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance.

Frank's a real jokester, too.

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10 Comments

Leave a Reply
  1. Customers may be learning there have been serious problems with the previous 1.6L and 1.5L engines. This involves coolant leaking into the cylinders and ultimately causing overheating and
    engine failure. Ford has a recall relating to software update of the PCM, but this was too late for some customers. I have a 2019 with no problems yet. However, my niece’s 2017 blew earlier this year with only 14K on the odometer. The dealer replaced the engine under warranty. She then sold it to CarMax.

  2. 4. Hideous front end.
    5. Questionable interior-design decisions. For instance the horrid dimples on the inside door panels.
    When the Bronco Sport arrives, it will be a brisk seller, and will pull away many Escape sales made to loyal Fordites.

    • I think we’ll start to see sales pick up once inventory behind to even out (already in place) and COVID-19 factors begin to subside (question mark at this point in time).

  3. Better looking IMO than the one I have- 2018 SEL AWD. the new 8spd shifts smoothly , but there is a droning vibration between 45-70 mph from the 1.5L 3cyl EcoBoost I-3 because it short shifts and the cylinder deactivation (on a 3? Really?) cuts in at a low rpm. And the checkered reliability going back to 2013 I think is catching up.

  4. I don’t believe reliability concerns are related to the sales downturn. The well publicized recalls and 1.6 liter coolant loss/fire risk problem was in 2013/14. The engine was re-designed and then became the 1.5 liter. Like all Ford vehicles during those years, MyFord Touch drew a lot of complaints early in. It did improve in each of its iterations however until it was replaced entirely in 2017. The Escape generally had average reliability record from 2015 on.

    My takes:

    1. The three cylinder has been noted for being course in testing, and it’s the volume seller. I test drove one and could feel the vibration, and as mentioned already is made worse by early upshifts. To be fair, the engine was still cold (December) when I drove it so I would like to see how it feels fully warm. Needless to say, I think a three cylinder was a bad choice.

    2. I think it’s significantly overpriced at the upper trim levels. By thousands.

    3. As previously stated, the interior is staid and cheapish. Don’t even get me started on those awful looking dimples on the door panels.

  5. I own a 2017 Escape titanium 2.0 awd. It has over 40,000 miles with zero maintenance issues. Regular oil changes and Ford’s suggested maintenance. Extremely reliable, comfortable and versatile midsize SUV. I use mid grade fuel. It’s a fantastic midsize SUV. I took a quick peek at the new Escape and felt the looks and upgrades were well done with included safety features that were optional on my 2017. I was surprised that like FCA the SEL passenger seat wasn’t power, but had most of the Titanium features for less money. I was surprised how few new Escapes I’ve seen on the streets. After a quick visit to my local dealership. I noticed shoppers were few and inventory was extremely low, especially with Escapes. My quess sales are heavily impacted by the pandemic and limited selection of inventory. The other possible issue is the upcoming introduction for sale of the fantastic Bronco. Frankly I’m waiting to see and test drive the Bronco Sport which kinda of reminds me in size of an Escape on steroids.

  6. I have just ordered a new Kuga(UK) Titanium with added bits. My previous was an X 2.0 diesel manual. which was a better package. The new one has the 1.5 petrol, manual. In Europe they major on the ST Line..black trim, black grill…so bland..and looks like a Kia. At least the Titanium has some “bling”, which I like.
    This will be my fifth Kuga, their reliability has been 100%, great local dealer (private)
    So hear goes..

  7. I think the number one factor driving this huge sales decline has to do with the hideous front end! Secondly, that interior is just plain uninspiring, cheap looking and dull compared to even a Kia. Thank goodness we have the Bronco Sport to look forward to, become I would not buy this current design compared to much better looking competitors. Ford drop the ball big time with this redesign.

    • I agree about the front end. It looks like a cowering puppy dog. It seems Ford thought they should design it to look like a car to catch the people abandoning cars, but that seemed to backfire. It doesn’t look interesting or sporty or elegant. It just looks submissive, and that is not what people who drive CUVs are looking for.

  8. It looks like a Mazda which isn’t a bad thing and is a compromise between car and CUV. Long-term smart choice with the Bronco twins coming on line, I suppose. I read where marketing felt Ford was neglecting female shoppers and the new Edge & Escape were intended to remedy this
    Subaru is gaining steam as it holds steady to its niche with smart looking design. Subaru and Jeep space is where Ford should be competing because the Blue Ovel will always be seen as a truck brand that happens to produce other products

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