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Ford Escape Sales Grow 21 Percent During Q2 2021

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Ford Escape sales increased in the United States, Canada, Mexico, and Argentina during Q2 2021.

  • Note that the Escape is sold as the Kuga in various international markets.

Ford Escape Sales - Q2 2021 - United States

In the United States, Ford Escape deliveries totaled 44,502 units in Q2 2021, an increase of about 21 percent compared to 36,680 units sold in Q2 2020.

In the first six months of the year, Escape sales increased about 1 percent to 85,492 units.
MODEL Q2 2021 / Q2 2020 Q2 2021 Q2 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
ESCAPE +21.32% 44,502 36,680 +0.82% 85,492 84,797

Ford Escape Sales - Q2 2021 - Canada

In Canada, Ford Escape deliveries totaled 8,811 units in Q2 2021, an increase of about 81 percent compared to 4,858 units sold in Q2 2020.

In the first six months of the year, Escape sales increased about 21 percent to 12,358 units.
MODEL Q2 2021 / Q2 2020 Q2 2021 Q2 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
ESCAPE +81.37% 8,811 4,858 +21.05% 12,358 10,209

Ford Escape Sales - Q2 2021 - Mexico

In Mexico, Ford Escape deliveries totaled 305 units in Q2 2021, an increase of about 53 percent compared to 199 units sold in Q2 2020.

In the first six months of the year, Escape sales decreased about 38 percent to 502 units.
MODEL Q2 2021 / Q2 2020 Q2 2021 Q2 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
ESCAPE +53.27% 305 199 -37.79% 502 807

Ford Kuga Sales - Q2 2021 - Argentina

In Argentina, Ford Kuga deliveries totaled 111 units in Q2 2021, an increase of about 5 percent compared to 106 units sold in Q2 2020.

In the first six months of the year, Kuga sales increased about 53 percent to 212 units.
MODEL Q2 2021 / Q2 2020 Q2 2021 Q2 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
KUGA +4.72% 111 106 +52.52% 212 139

Competitive Sales Comparison (USA)

Despite the increase in Ford Escape sales during Q2 2021, the compact crossover dropped two spots to eighth place in its segment when ranked by sales volume in the United States. The model was outsold by the Honda CR-V, Toyota RAV4, Nissan Rogue (comprised of two models – the regular Rogue and Rogue Sport), Chevrolet Equinox (see running Chevy Equinox sales), Mazda CX-5 (see running Mazda CX-5 sales), Hyundai Tucson, and the Subaru Forester.

Sales Numbers - Mainstream Compact Crossovers - Q2 2021 - United States

MODEL Q2 21 / Q2 20 Q2 21 Q2 20 Q2 21 SHARE Q2 20 SHARE YTD 21 / YTD 20 YTD 21 YTD 20
HONDA CR-V +76.38% 119,433 67,712 16% 13% +53.49% 213,199 138,898
TOYOTA RAV4 +24.74% 106,940 85,729 14% 17% +20.63% 221,195 183,360
NISSAN ROGUE +102.27% 95,569 47,249 12% 9% +70.42% 182,289 106,965
CHEVROLET EQUINOX +9.15% 55,448 50,798 7% 10% -4.49% 118,666 124,251
MAZDA CX-5 +73.71% 51,871 29,861 7% 6% +42.34% 92,621 65,072
HYUNDAI TUCSON +47.25% 50,370 34,206 7% 7% +44.14% 83,517 57,941
SUBARU FORESTER +3.19% 48,271 46,780 6% 9% +11.77% 95,965 85,860
FORD ESCAPE +21.32% 44,502 36,680 6% 7% +0.82% 85,492 84,797
VOLKSWAGEN TIGUAN +49.65% 37,888 25,318 5% 5% +37.18% 65,153 47,494
FORD BRONCO SPORT * 37,158 * 5% 0% * 60,514 0
KIA SPORTAGE +58.26% 30,957 19,561 4% 4% +34.72% 53,374 39,618
JEEP CHEROKEE +25.67% 29,235 23,263 4% 5% +17.95% 67,158 56,938
SUBARU CROSSTREK +19.87% 29,027 24,216 4% 5% +40.41% 64,214 45,732
GMC TERRAIN +19.21% 16,616 13,939 2% 3% -14.52% 33,533 39,231
MITSUBISHI OUTLANDER +140.18% 6,569 2,735 1% 1% -31.32% 10,675 15,544
DODGE JOURNEY +8.30% 5,885 5,434 1% 1% -37.99% 12,765 20,586
MITSUBISHI ECLIPSE CROSS +138.81% 2,775 1,162 0% 0% -31.33% 4,358 6,346
TOTAL +49.33% 768,514 514,643 +30.94% 1,464,688 1,118,633

The Escape outsold the Volkswagen Tiguan (see running VW Tiguan sales), Kia Sportage, Jeep Cherokee, Subaru Crosstrek, GMC Terrain (see running GMC Terrain sales), as well as the Mitsubishi Outlander, Dodge Journey, and Mitsubishi Eclipse Cross.

The Ford Escape was not alone in experiencing sales growth, as all models in the segment posted increases this quarter. Three models posted increases of over 100 percent, with the Mitsubishi Outlander seeing the largest increase of 140 percent and the Mitsubishi Eclipse Cross close behind with 139 percent growth and the Nissan Rogue with 102 percent.

The Q2 2021 sales performance gives the Escape a segment share of six percent, significantly lower than the 16 percent commanded by the Honda CR-V, 15 percent for the RAV4 and 13 percent owned by the Nissan Rogue.

However, Ford now fields two vehicles in this segment – the Escape and the Bronco Sport. Combining sales of both models results in 81,660 deliveries, resulting in a 10.6 percent segment share. That’s better than the 6 percent held by the Escape, but still behind the top three segment entries.

Sales Numbers - Ford Mainstream Compact Crossovers - Q2 2021 - United States

MODEL Q2 21 / Q2 20 Q2 21 Q2 20 Q2 21 SHARE Q2 20 SHARE YTD 21 / YTD 20 YTD 21 YTD 20
FORD ESCAPE +21.32% 44,502 36,680 54% 100% +0.82% 85,492 84,797
FORD BRONCO SPORT * 37,158 * 46% 0% * 60,514 0
TOTAL +122.63% 81,660 36,680 +72.18% 146,006 84,797

The compact mainstream crossover segment expanded nearly 50 percent to 768,514 units in Q2 2021, meaning Ford Escape sales increased slower than the segment average during the quarter.

The Ford Authority Take

The rise in Ford Escape sales during Q2 2021 is welcome news after 10 consecutive quarters of declines for the compact crossover, which is now one of the newest products in the segment. The rebound follows a 15 percent sales drop in Q1 2021 along with drops in volume for Q4 2020, Q3 2020, Q2 2020, Q1 2020, Q4 2019, Q3 2019, Q2 2019, Q1 2019, and Q4 2018.

While the Escape was able to grow sales and seems to have slightly recovered from the adverse effects of the COVID-19 pandemic, it’s worth highlighting the fact that a lot of its competitors saw even more significant growth, resulting in a loss of market share. To that end, we posit that Ford Escape sales were outperformed by other models for the following two reasons:

  1. Reduced supply as a result of a pause in production at all FoMoCo facilities in North America and beyond, including the Ford Louisville Assembly Plant that produces the Escape for North America. The initial pause was created by the COVID-19 pandemic, while the more recent one was the result of the ongoing microchip shortage.
  2. Increased intensity in competition in the mainstream compact crossover space.

Typically, sales increase when an all-new model is introduced and has completed its launch. In FoMoCo’s case, the automaker 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 2021 sales performance. If the automaker can maintain sufficient inventory levels, then perhaps the Escape could make up some ground during the second half of 2021.

About The Numbers

  • All percent change figures compared to Ford Escape sales for Q2 2020, unless noted otherwise
  • There were 77 selling days in Q2 2021 and 77 selling days in Q2 2020
Ford Motor Company Q2 2021 sales reports:

Escape/Kuga News

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Comment

  1. Mike Parnell

    When they start supplying the PHEV model, sales should go up even further.

    Reply

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