Ford Escape sales decreased in the United States, Mexico, and Argentina during Q4 2020. The Escape also tallied 5,827 deliveries in Canada during the quarter.
| MODEL | Q4 2020 / Q4 2019 | Q4 2020 | Q4 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| ESCAPE | -1.77% | 46,743 | 47,587 | -26.05% | 178,496 | 241,388 |
| MODEL | Q4 2020 / Q4 2019 | Q4 2020 | Q4 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| ESCAPE | * | 5,827 | * | * | 23,747 | 0 |
| MODEL | Q4 2020 / Q4 2019 | Q4 2020 | Q4 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| ESCAPE | -68.65% | 305 | 973 | -64.51% | 1,398 | 3,939 |
| MODEL | Q4 2020 / Q4 2019 | Q4 2020 | Q4 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| ESCAPE | * | 167 | * | * | 0 | 0 |
| MODEL | Q4 2020 / Q4 2019 | Q4 2020 | Q4 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| KUGA | -50.00% | 36 | 72 | -16.72% | 279 | 335 |
Despite the decrease in sales volume, Ford Escape sales during Q4 2020 moved the compact crossover up one spot to fifth in its segment in the United States. The model was outsold by the Toyota RAV4, Honda CR-V, Chevrolet Equinox (see running Chevy Equinox sales), and the Nissan Rogue (comprised of two models – the regular Rogue and Rogue Sport). The Escape outsold the Subaru Forester, Subaru Crosstrek, Mazda CX-5 (see running Mazda CX-5 sales), Jeep Cherokee, Hyundai Tucson, GMC Terrain (see running GMC Terrain sales), Volkswagen Tiguan (see running VW Tiguan sales), Kia Sportage, as well as the Dodge Journey, Mitsubishi Outlander, and Mitsubishi Eclipse Cross.
| MODEL | Q4 20 / Q4 19 | Q4 20 | Q4 19 | Q4 20 SHARE | Q4 19 SHARE | YTD 20 / YTD 19 | YTD 20 | YTD 19 |
|---|---|---|---|---|---|---|---|---|
| TOYOTA RAV4 | +3.54% | 127,813 | 123,446 | 18% | 17% | -3.95% | 430,387 | 448,071 |
| HONDA CR-V | -7.02% | 96,168 | 103,429 | 14% | 14% | -13.19% | 333,502 | 384,168 |
| CHEVROLET EQUINOX | -13.93% | 79,267 | 92,092 | 11% | 12% | -21.69% | 270,994 | 346,048 |
| NISSAN ROGUE | -22.54% | 60,534 | 78,147 | 9% | 11% | -34.96% | 227,935 | 350,447 |
| FORD ESCAPE | -1.77% | 46,743 | 47,587 | 7% | 6% | -26.05% | 178,496 | 241,388 |
| SUBARU FORESTER | -11.94% | 42,914 | 48,732 | 6% | 7% | -1.77% | 176,996 | 180,179 |
| SUBARU CROSSTREK | +31.04% | 42,792 | 32,655 | 6% | 4% | -8.72% | 119,716 | 131,152 |
| MAZDA CX-5 | +3.18% | 42,143 | 40,843 | 6% | 5% | -5.26% | 146,420 | 154,545 |
| JEEP CHEROKEE | -9.78% | 37,936 | 42,048 | 5% | 6% | -29.02% | 135,855 | 191,397 |
| HYUNDAI TUCSON | -5.80% | 32,518 | 34,520 | 5% | 5% | -9.99% | 123,657 | 137,381 |
| GMC TERRAIN | -9.21% | 25,476 | 28,060 | 4% | 4% | -15.23% | 86,020 | 101,470 |
| VOLKSWAGEN TIGUAN | +1.85% | 25,124 | 24,667 | 4% | 3% | -8.44% | 100,687 | 109,963 |
| KIA SPORTAGE | -9.23% | 21,943 | 24,174 | 3% | 3% | -5.53% | 84,343 | 89,278 |
| DODGE JOURNEY | -21.95% | 9,592 | 12,290 | 1% | 2% | -45.98% | 40,342 | 74,686 |
| MITSUBISHI OUTLANDER | -51.09% | 3,665 | 7,494 | 1% | 1% | -28.53% | 27,132 | 37,965 |
| MITSUBISHI ECLIPSE CROSS | -59.39% | 1,544 | 3,802 | 0% | 1% | -47.52% | 10,319 | 19,661 |
| TOTAL | -6.43% | 696,172 | 743,986 | -16.85% | 2,492,801 | 2,997,799 |
The Ford Escape was not alone in experiencing a drop in sales, as 11 other models posted even higher declines. For instance, Mitsubishi Eclipse Cross deliveries slipped 59 percent, Mitsubishi Outlander experienced a decline of 51 percent, Nissan Rogue sales fell 23 percent, and the Dodge Journey saw a 22 percent decline. The Escape’s top rival – the Toyota RAV4 – posted an increase this quarter of nearly 4 percent, outperforming the Ford offering. Notably, only four models saw sales grow this quarter – the Toyota RAV4, Subaru Crosstrek, Mazda CX-5 and the Volkswagen Tiguan. At 31 percent, the Crosstrek posted the highest increase in sales volume in the segment.
The Q4 2020 sales performance gives the Escape a segment share of 7 percent, significantly lower than the 18 percent commanded by the RAV4, 14 percent for the Honda CR-V and 11 percent for the Chevy Equinox.
The compact mainstream crossover segment contracted 6.43 percent to 696,172 units in Q4 2020, meaning Ford Escape sales fell at a slower pace than the segment average during the quarter. The contraction in segment volume is directly attributable to supply- and demand-level issues associated with the COVID-19 pandemic.
The decline in Ford Escape sales during Q4 2020 is rather disheartening, given that the Escape is one of the newest products in the segment. Even so, Ford’s all-new compact CUV was able to move up to fifth place out of 16 competitors in its segment. The dip in sales during the fourth quarter isn’t unexpected considering the adverse effects of the COVID-19 pandemic. However, it’s also worth noting that the Escape saw the slowest drop in sales compared to its rivals and the segment average.
That said, Escape’s Q4 2020 sales performance represents the ninth consecutive quarterly decline for Escape sales, with the model seeing drops in volume for Q3 2020, Q2 2020, Q1 2020, Q4 2019, Q3 2019, Q2 2019, Q1 2019, and Q4 2018.
We posit that Escape sales suffered in Q4 as a result of the following events:
COVID-19 impact notwithstanding, the fact that Escape sales continue to decline is worrisome, since the nameplate was all-new for the 2020 model year. FoMoCo completed the generational changeover from the last-gen Escape during the final quarter of 2019, so availability- and inventory- related issues strictly associated with the launch of an all-new model did not play a role in Q4 2020 sales performance.
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View Comments
It is only with intelligence and planning Ford discontinued the Fusion. Ford is becoming irrelevant. They not only can't compete in the car segment, but they sell less SUVs and crossovers.
The best selling vehicle 40+ years running and the best selling SUV in history beg to differ.
This is very worrisome, they staked all they had on SUVs and Crossovers and those aren’t performing well. They need someone running the company that knows what they are doing. For starters QUALITY. Ford needs to ditch their reputation for not having quality products. To start get someone in there who knows how to design an interior. The Escape looks fine from the outside but the interior is junk. Basic, budget rental car design. For crying out loud the air vents aren’t even the same size, not because of a design choice , but because they were to lazy to put a trim piece on the driver side vent. The Explorers interior isn’t much better. Speaking of quality they need to take more time to develop these vehicles rather then rushing them to market and issuing several recalls. The Bronco Sport has been on the market for a few months and already has had three recalls. Not to mention they are supposedly discontinuing edge which is at the top of its segment.
The front end on the Escape is the problem. It's whimpy. Other than that it looks good. Two other turn offs is the 3 cylinder engine on lower trims and no ventilated seats on the Titanium trim. For a Titanium that should be standard and you shouldn't have to get to Titanium for ambient lighting. That should be available on the SEL trim as well.
Yes, yes, yes! The front end of the Escape is awful! Where is the emergency face lift? All other Ford SUV's have nice looking front ends, how did they screw up so badly on the Escape?
totally agree! when i went with my wife to get her ecosport they had one in the showroom. sales lady asked how i liked it. told her right out as long as you don't have to walk in front of it then it's ok. that front end is big miss! kind of looks like a damn KIA.
Ford now has 2 entries into this segment, with the Escape design being made softer to make some room for the Bronco Sport to differentiate. So I think it's logical that the Escape sales would slide somewhat, with the Bronco Sport hoping to take that volume and more. Once the Bronco Sport gets up to full speed on sales it will be interesting to see the combined volume of both vehicles to really see how the dual product strategy pays off. I think it will prove to be a good move but we will see.
I think the basic problem is the vehicle is not particularly good looking, especially the front end. The next problem is the interior, the quality is just not up to standard. The interior is where we spend all the time driving, so it should look and feel special with a quality that leaves one feeling satisfied. Ford have a problem, the accountants think it is ok to use cheap plastic to save a few bucks, but it does nothing for the reputation of the brand. This is a problem both in Europe and the US and it is easily solvable. The company just needs to listen and listen well. WE WANT BETTER QUALITY INTERIORS THAT LOOK AND FEEL SPECIAL. I looked at the Explorer in Europe, expensive and competes in BMW territory, but it is totally let down by its interior. I really hope Ford are listening.
Like others have said. The exterior styling and poor interior material use and design are what are dropping escape sales. Bronco Sport is knocking it out of the park. Why? because it's unique. The escape is beyond bland. Really Ford should just drop the escape and invest in the Bronco Sport.
In my opinion a huge factor is the styling versus the competition. This car looks old and boring especially fro the front, the rear end is nice but the soft wavy front just looks dated and I think worse than the outgoing version it replaced.
Even my grandma thinks the Escape looks boring... come on Ford...pick a demographic that actually buys the vehicles
Totally agree with the above comments. That front end is gormless and the interior - mediocre at best. It's a double disappointment for me as I have a 2012 Focus that I bought for styling, then they cancelled it here. I'm an easy sell for the Focus Active made in Germany or if they fix the Escape but they're leadership seems incapable of grasping this and completely fixated on trucks.
The first Ford escapes we're actually pretty decent, I have a 2005, and I actually thought about getting a new escape but then I started hearing about the problems with the EcoBoost in leaking inside the heads and then they switched the engine out the original engines had a really nice v6 in it. And there are Ford escape groups out there of enthusiasts the Ford really kind of screwed the pooch when they left the original design in the earlier models and I have seen some early models of the Ford escape run for half a million miles and I think that's the reason why they started changing things, for the worst! And that's because they domesticated it and have you ever find a early model gen 1 of the Ford escape, by it!