Ford Authority

Ford Escape Sales Sixth In Segment During Q3 2020

Ford Escape sales decreased in the United States, Canada, and Mexico while increasing in Argentina during Q3 2020. Note that the Escape is sold as the Kuga in various international markets.

Ford Escape Sales - Q3 2020 - United States

In the United States, Ford Escape deliveries totaled 46,956 units in Q3 2020, a decrease of about 23 percent compared to 60,701 units sold in Q3 2019.

In the first nine months of the year, Escape sales decreased about 32 percent to 131,753 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCAPE -22.64% 46,956 60,701 -32.02% 131,753 193,801

Ford Escape Sales - Q3 2020 - Canada

In Canada, Ford Escape deliveries totaled 7,711 units in Q3 2020, a decrease of about 21 percent compared to 9,821 units sold in Q3 2019.

In the first nine months of the year, Escape sales decreased about 42 percent to 17,920 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCAPE -21.48% 7,711 9,821 -41.85% 17,920 30,817

Ford Escape Sales - Q3 2020 - Mexico

In Mexico, Ford Escape deliveries totaled 286 units in Q3 2020, a decrease of about 77 percent compared to 1,259 units sold in Q3 2019.

In the first nine months of the year, Escape sales decreased about 63 percent to 1,093 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCAPE -77.28% 286 1,259 -63.15% 1,093 2,966

Ford Escape Sales - Q3 2020 - Colombia

In Colombia, Ford Escape deliveries totaled 189 units in Q3 2020.

In the first nine months of the year, Escape sales were flat at 0 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCAPE * 189 * * 0 0

Ford Kuga Sales - Q3 2020 - Russia

In Russia, Ford Kuga deliveries totaled 0 units in Q3 2020.

In the first nine months of the year, Kuga sales totaled 3 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
KUGA * 0 * * 3 *

Ford Kuga Sales - Q3 2020 - Argentina

In Argentina, Ford Kuga deliveries totaled 104 units in Q3 2020, an increase of about 63 percent compared to 64 units sold in Q3 2019.

In the first nine months of the year, Kuga sales decreased about 13 percent to 243 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
KUGA +62.50% 104 64 -13.21% 243 280

Competitive Sales Comparison

Ford Escape sales performance during Q3 2020 keeps the compact crossover in sixth place in its segment in the United States. 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 Jeep Cherokee, Mazda CX-5 (see Mazda CX-5 sales), Hyundai Tucson, Subaru Crosstrek, Volkswagen Tiguan (see VW Tiguan sales), Kia Sportage, GMC Terrain (see GMC Terrain sales), as well as the Dodge Journey, Mitsubishi Outlander, and Mitsubishi Eclipse Cross.

Sales Numbers - Mainstream Compact Crossovers - Q3 2020 - United States

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
TOYOTA RAV4 -6.62% 115,799 124,012 17% 16% -6.79% 302,574 324,622
HONDA CR-V -5.16% 98,436 103,795 15% 13% -15.46% 237,334 280,739
CHEVROLET EQUINOX -15.44% 67,476 79,799 10% 10% -24.50% 191,727 253,956
NISSAN ROGUE -37.72% 60,436 97,033 9% 12% -38.52% 167,401 272,300
SUBARU FORESTER +6.62% 48,222 45,228 7% 6% +2.00% 134,082 131,447
FORD ESCAPE -22.64% 46,956 60,701 7% 8% -32.02% 131,753 193,801
JEEP CHEROKEE -21.40% 40,981 52,139 6% 7% -34.44% 97,919 149,349
MAZDA CX-5 -0.28% 39,205 39,315 6% 5% -8.29% 104,277 113,702
HYUNDAI TUCSON -10.05% 33,198 36,907 5% 5% -11.40% 91,139 102,861
SUBARU CROSSTREK -22.09% 31,192 40,038 5% 5% -21.90% 76,924 98,497
VOLKSWAGEN TIGUAN +0.37% 28,069 27,965 4% 4% -11.41% 75,563 85,296
KIA SPORTAGE -8.98% 22,782 25,029 3% 3% -4.15% 62,400 65,104
GMC TERRAIN -7.57% 21,313 23,058 3% 3% -17.53% 60,544 73,410
DODGE JOURNEY -40.09% 10,164 16,965 2% 2% -50.72% 30,750 62,396
MITSUBISHI OUTLANDER +62.29% 7,923 4,882 1% 1% -22.99% 23,467 30,471
MITSUBISHI ECLIPSE CROSS -25.67% 2,429 3,268 0% 0% -44.67% 8,775 15,859
TOTAL -13.53% 674,581 780,134 -20.28% 1,796,629 2,253,810

The Ford Escape was not alone in experiencing a drop in sales, as several other models posted even higher declines. For instance, Mitsubishi Eclipse Cross deliveries slipped 26 percent, Nissan Rogue sales fell 38 percent, and the Dodge Journey saw the largest decline of 40 percent. The Escape’s top rival – the Toyota RAV4 – posted a decline this quarter of nearly 7 percent, outperforming the Ford offering. Notably, only three models saw sales grow this quarter – the Subaru Forester, Volkswagen Tiguan, and Mitsubishi Outlander. The Outlander posted the highest increase in sales volume, at 62 percent.

The Q3 2020 sales performance gives the Escape a segment share of 7 percent, significantly lower than the 17 percent commanded by the RAV4, 15 percent for the Honda CR-V and 10 percent for the Chevy Equinox.

The compact mainstream crossover segment contracted nearly 13.5 percent to 674,581 units in Q3 2020, meaning Ford Escape sales fell at a significantly faster pace than the segment average during the quarter. The contraction is segment volume is directly attributable to issues associated with the COVID-19 pandemic.

The Ford Authority Take

The decline in Ford Escape sales during Q3 2020 is rather disheartening, as it follows a decrease in Q2 2020 sales. Even so, Ford’s all-new compact CUV was able to remain in sixth place out of sixteen competitors in its segment. The dip in sales this quarter isn’t exactly unexpected considering the adverse effects of the COVID-19 pandemic, however, the vehicle saw sales drop faster than most rivals and faster than the segment average.

It’s worth noting that the decline in Q3 sales represents the eighth consecutive quarterly decline for Escape sales, with the model seeing drops in volume for Q2 2020, Q1 2020, Q4 2019, Q3 2019, Q2 2019, Q1 2019, and Q4 2018.

We posit that Escape sales suffered in Q3 as a result of the following events:

  1. Reduced demand as a result of COVID-19 factors.
  2. A pause in production at all other FoMoCo facilities in North America and beyond, including the Ford Louisville Assembly Plant that produces the Escape for North America, causing a reduction in supply.
  3. Increased intensity in competition in the mainstream compact crossover space.

It’s worth noting that the first two factors listed above apply to the entire auto industry, and are not unique to Ford.

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 final quarter of 2019, so availability- and inventory- related issues associated with the launch of an all-new model should not have played a role in Q3 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 economic impact. On the flip side, consumers can take advantage of heavily discounted Escape models currently sitting on dealer lots. For instance, check out the October Ford Escape discount offers.

About The Numbers

  • All percent change figures compared to Ford Escape sales for Q3 2019, except if noted otherwise
  • There were 77 selling days in Q3 2020 and 76 selling days in Q3 2019
Ford Motor Company Q3 2020 sales reports:

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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  1. Chris

    Ford ruined the front end of the Escape. The 2020 has lost its sharp and mildly aggressive look. If Ford corrects that sales will rebound because the new rear end looks sharp and the new interior layout and tech is solid plus great safety features. Ford could do without that base 3 cylinder engine. How many people are gonna buy that thing not realizing that?? Engines should be at least a 4 or 6.

    1. trailhiker

      Exactly right!
      Terrible front end ruins the otherwise decent style. It has to be re-engineered, not just lightly updated.

      3 cylinder engine in Escape has to make it a hard sale for the dealerships. HP does not matter here as much as the perception.

  2. Jay

    The fact that the new Escape looks like a frog doesn’t help either. Ford ruined the new Escape, the European 2020 Kuga looks a lot better in comparison.

  3. Hassan

    The Ford Bronco Sport should have been the Escape. The Escape should have been called Ford Focus X or something. While I think it is a solid vehicle the hybrid and Phev are the only ones that interest me.

  4. David

    It is by far the most “bland” vehicle in its class. The front styling looks like the Kia (but not as nice.) I hope the stylists get a chance to re-make their mistake.

  5. Karl

    I am not surprised by its dismal numbers, the Escape is boring to look at period. Ask yourself, would I get this ugly duckling or the Rav-4,CRV or the brand shanking new Rouge? Ford ruined the Escape with this design, just look at that front end,yuk! The Bronco Sport cannot come fast enough. A major re-design must be fast track now Ford!

  6. james wiseman

    A 3 cylinder ??? R U Kidding ! Who the heck is calling those shots ? Drove one and it sucks .

    1. Chris

      The front end of the 2020 Escape is ugly. Someone here said it looks like a frog and it does. So I guess you are saying not only does the average car buyer not care about what kind of an engine it has, they also don’t care what it looks like. I know looks are subjective but the consensus here is Ford should redesign that front end asap. That’ll fix lagging sales. Park the 2020 Escape next to a 2020 Edge and notice how much better the front end of the Edge looks to the Escape. People don’t want to drive around in a 3 cylinder frog-mobile.

  7. Mick1

    I LIKE the front end of the Escape. “Classy” is the word to describe it. I also like the MUSTANG Mach E.

  8. gareth

    I also like the look of the escape/kuga or as in the Uk .As I live in the uk I can say that the syling is no different it just depends on trim and that only changes the pattern of the grill or the bottom of the front bumper .The st lines do look better to me compared to the standard ones those do look a bit plain but thats also down to colour choice and the mouldings are black on them not colour coded.
    But I still like the standard escape as to me it still looks like a mini porshe suv and I dont think the kia looks better at all that is ugly.At least also ford have kept the front grill a senserble size as well!


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