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Ford EcoSport Sales Fell To 13th In Segment During Q1 2021

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Ford EcoSport sales decreased in the United States, Canada, Mexico, Brazil, and Argentina during the first quarter of 2021.

Ford EcoSport Sales - Q1 2021 - United States

In the United States, Ford EcoSport deliveries totaled 12,878 units in Q1 2021, a decrease of about 0 percent compared to 12,923 units sold in Q1 2020.
MODEL Q1 2021 / Q1 2020 Q1 2021 Q1 2020
ECOSPORT -0.35% 12,878 12,923

Ford EcoSport Sales - Q1 2021 - Canada

In Canada, Ford EcoSport deliveries totaled 913 units in Q1 2021, a decrease of about 43 percent compared to 1,599 units sold in Q1 2020.
MODEL Q1 2021 / Q1 2020 Q1 2021 Q1 2020
ECOSPORT -42.90% 913 1,599

Ford EcoSport Sales - Q1 2021 - Mexico

In Mexico, Ford EcoSport deliveries totaled 623 units in Q1 2021, a decrease of about 36 percent compared to 974 units sold in Q1 2020.
MODEL Q1 2021 / Q1 2020 Q1 2021 Q1 2020
ECOSPORT -36.04% 623 974

Ford EcoSport Sales - Q1 2021 - Brazil

In Brazil, Ford EcoSport deliveries totaled 2,417 units in Q1 2021, a decrease of about 64 percent compared to 6,728 units sold in Q1 2020.
MODEL Q1 2021 / Q1 2020 Q1 2021 Q1 2020
ECOSPORT -64.08% 2,417 6,728

Ford EcoSport Sales - Q1 2021 - Argentina

In Argentina, Ford EcoSport deliveries totaled 1,745 units in Q1 2021, a decrease of about 23 percent compared to 2,269 units sold in Q1 2020.
MODEL Q1 2021 / Q1 2020 Q1 2021 Q1 2020
ECOSPORT -23.09% 1,745 2,269

Competitive Sales Comparison (USA)

Ford EcoSport sales performance during the first quarter of 2021 places the small crossover in 13th place out of 19 rivals in its direct competitive set. The model was outsold by the Honda HR-V in first, followed by the new Chevrolet Trailblazer (see running Trailblazer sales), Nissan Kicks, Hyundai Kona, Jeep Compass, the all-new Buick Encore GX (see running Encore GX sales), Kia Soul, Chevrolet Trax (see running Chevrolet Trax sales), Kia Seltos, Jeep Renegade, Mitsubishi Outlander Sport, and the all-new Mazda CX-30.

The Ford EcoSport outsold the Toyota C-HR, Buick Encore (see Buick Encore sales), the all-new Hyundai Venue, Kia Niro, Mazda CX-3, and the Fiat 500X.

Sales Numbers - Mainstream Subcompact Crossovers - Q1 2021 - United States

MODEL Q1 21 / Q1 20 Q1 21 Q1 20 Q1 21 SHARE Q1 20 SHARE
HONDA HR-V +34.83% 26,175 19,414 10% 9%
CHEVROLET TRAILBLAZER +834,033.00% 25,024 3 9% 0%
NISSAN KICKS +74.82% 24,421 13,969 9% 7%
HYUNDAI KONA +49.00% 22,610 15,174 8% 7%
JEEP COMPASS -33.07% 19,959 29,820 7% 14%
BUICK ENCORE GX +608.77% 18,435 2,601 7% 1%
KIA SOUL +2.86% 17,191 16,713 6% 8%
CHEVROLET TRAX -39.97% 16,955 28,242 6% 13%
KIA SELTOS +232.26% 16,786 5,052 6% 2%
JEEP RENEGADE +12.94% 15,997 14,164 6% 7%
MITSUBISHI OUTLANDER SPORT +22.10% 15,356 12,577 6% 6%
MAZDA CX-30 +74.43% 14,589 8,364 5% 4%
FORD ECOSPORT -0.35% 12,878 12,923 5% 6%
TOYOTA C-HR +0.28% 10,401 10,372 4% 5%
BUICK ENCORE -56.25% 6,229 14,238 2% 7%
HYUNDAI VENUE +82.69% 5,784 3,166 2% 1%
KIA NIRO -13.35% 4,311 4,975 2% 2%
MAZDA CX-3 -40.71% 1,513 2,552 1% 1%
FIAT 500X -6.36% 265 283 0% 0%
TOTAL +28.09% 274,879 214,602

From a segment share standpoint, the EcoSport accounted for five percent of the segment, half as much as the 10 percent held by the Honda HR-V and the 9 percent controlled by the Chevrolet Trailblazer and Nissan Kicks, each. The Hyundai Kona held an eight percent segment share while the Jeep Compass and Buick Encore GX each held seven percent. The Kia Soul, Chevrolet Trax, Kia Seltos, Jeep Renegade and Mitsubishi Outlander Sport held six percent each. The Mazda CX-30 held five percent, tying with the EcoSport. All remaining rivals reported four percent or less segment share.

The mainstream subcompact crossover segment expanded 28 percent to 274,879 units during Q1 2021, meaning that EcoSport sales significantly underperformed the segment average.

The Ford Authority Take

The EcoSport’s relatively small decrease in sales volume of less than one percent was negligible compared to the rest of the models that saw declines during the quarter, most of which posted double-digit drops in sales volume. To wit, the Buick Encore and Mazda CX-3 reported the largest decreases of 56 and 41 percent, respectively. However, Ford EcoSport sales decreased while the segment as a whole saw substantial growth during the first quarter of 2021 – which isn’t great news for the subcompact CUV.

That said, the EcoSport is a relative newcomer to the U.S. market, where it competes in a cutthroat segment against established rivals like the Chevrolet Trax and Buick Encore, along with newer entries such as the Jeep Compass and Renegade, Honda HR-V, Toyota C-HR, Nissan Kicks, as well as three entries from Kia and two more from Hyundai.

In addition, GM recently launched all-new entries into this segment – the new Chevrolet Trailblazer and Buick Encore GX – which will complement the current Trax and Encore, respectively. Hyundai and Kia are in the process of doing something similar, launching the all-new Hyundai Venue and Kia Seltos, which will complement the Kona and Niro, respectively. To that end, the EcoSport has its work cut out for it, as it’s competing against much newer and (arguably) more attractive models in the space.

On top of that, the EcoSport now also faces internal competition from the new Bronco Sport, which is similar in size to the EcoSport but carries a starting price that’s roughly $6,000 higher.

Going forward, we expect Ford EcoSport sales to continue at roughly the same levels as they are today. Working in the model’s favor is growing demand for small crossovers, a circumstance that should attract more people to shop models in this space, including the EcoSport. Meanwhile, increased competition will limit the EcoSport’s sales success.

It’s also worth noting that Ford has commenced development of the all-new, next-generation EcoSport. The model is expected to arrive for the 2023 model year. Based solely on product competitiveness factors, a fresh, all-new model should perform significantly better than the current one in the marketplace.

About The Numbers

  • All percent change figures compared to Ford EcoSport Q1 2020 sales, unless noted otherwise
  • In the United States, there were 74 selling days in Q1 2021 and 76 selling days in Q1 2020
  • South Korea sales figures reflect actual vehicle registrations rather than wholesales
  • China sales figures represent retail deliveries and not wholesales
Ford Motor Company Q1 2021 sales reports:
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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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Comments

  1. Chris

    It’s not a bad looking little SUV. Ford just needs to advertise it more. I rarely see a commercial for the EcoSport.

    Reply
  2. Mark L Bedel

    Guys/Gals, it’s time for a redesign! This little SUV never looked that great. It looks like it was originally designed to be a bigger vehicle and then had it’s proportions squeezed into what it currently is. I will continue to ask the question so many others are asking: Why do SUV’s have to be so ugly? Where’s the style, where’s the nice lines? There are some that look reasonable, like the full size Expedition, why can’t this style carry over to smaller units?

    Reply
  3. Chris

    That’s a good point. Look at the forward thinking design at Hyundai. They have taken the 2022 Tuscon to a new level with new exterior and interior design. Why can’t Ford be more creative? I drive an 18 Escape SEL and I say to myself why can’t my interior look the Tucson’s? I noticed Ford is leaving a blank button on the center stack of the new fully loaded Escape and Bronco. I understand on a lower trim. But when you’re paying for all the bells and whistles, you don’t want to see a blank button.

    Reply

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