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Ford EcoSport Sales Fell To 11th In Segment During Q3 2021

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

Ford EcoSport Sales - Q3 2021 - United States

In the United States, Ford EcoSport deliveries totaled 8,190 units in Q3 2021, a decrease of about 52 percent compared to 17,045 units sold in Q3 2020.

In the first nine months of the year, EcoSport sales decreased about 27 percent to 34,494 units.
MODEL Q3 2021 / Q3 2020 Q3 2021 Q3 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
ECOSPORT -51.95% 8,190 17,045 -26.92% 34,494 47,200

Ford EcoSport Sales - Q3 2021 - Canada

In Canada, Ford EcoSport deliveries totaled 617 units in Q3 2021, a decrease of about 47 percent compared to 1,171 units sold in Q3 2020.

In the first nine months of the year, EcoSport sales decreased about 37 percent to 2,373 units.
MODEL Q3 2021 / Q3 2020 Q3 2021 Q3 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
ECOSPORT -47.31% 617 1,171 -36.57% 2,373 3,741

Ford EcoSport Sales - Q3 2021 - Mexico

In Mexico, Ford EcoSport deliveries totaled 478 units in Q3 2021, a decrease of about 18 percent compared to 580 units sold in Q3 2020.

In the first nine months of the year, EcoSport sales decreased about 25 percent to 1,557 units.
MODEL Q3 2021 / Q3 2020 Q3 2021 Q3 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
ECOSPORT -17.59% 478 580 -24.86% 1,557 2,072

Ford EcoSport Sales - Q3 2021 - Brazil

In Brazil, Ford EcoSport deliveries totaled 62 units in Q3 2021, a decrease of about 99 percent compared to 6,256 units sold in Q3 2020.

In the first nine months of the year, EcoSport sales decreased about 82 percent to 2,986 units.
MODEL Q3 2021 / Q3 2020 Q3 2021 Q3 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
ECOSPORT -99.01% 62 6,256 -81.51% 2,986 16,150

Ford EcoSport Sales - Q3 2021 - Argentina

In Argentina, Ford EcoSport deliveries totaled 646 units in Q3 2021, a decrease of about 64 percent compared to 1,819 units sold in Q3 2020.

In the first nine months of the year, EcoSport sales decreased about 51 percent to 2,675 units.
MODEL Q3 2021 / Q3 2020 Q3 2021 Q3 2020YTD 2021 / YTD 2020 YTD 2021 YTD 2020
ECOSPORT -64.49% 646 1,819 -50.75% 2,675 5,432

Competitive Sales Comparison (USA)

Ford EcoSport sales performance during the third quarter of 2021 places the small crossover in 11th place out of 20 rivals in its competitive set. The Ford crossover was outsold by the Honda HR-V in first, followed by the new Chevrolet Trailblazer (see running Trailblazer sales), Jeep Compass, Kia Soul, Nissan Kicks, Hyundai Kona, the all-new Buick Encore GX (see running Encore GX sales), Mazda CX-30, Volkswagen Taos, Jeep Renegade, and Kia Seltos

The Ford EcoSport outsold the Toyota C-HR, Hyundai Venue, Kia Niro, Chevrolet Trax (see running Chevrolet Trax sales), Mitsubishi Outlander Sport, Buick Encore (see Buick Encore sales), Mazda CX-3, and Fiat 500X.

Sales Numbers - Mainstream Subcompact Crossovers - Q3 2021 - United States

MODEL Q3 21 / Q3 20 Q3 21 Q3 20 Q3 21 SHARE Q3 20 SHARE YTD 21 / YTD 20 YTD 21 YTD 20
HONDA HR-V +48.40% 36,957 24,904 14% 9% +70.55% 105,398 61,799
CHEVROLET TRAILBLAZER +147.35% 25,531 10,322 10% 4% +334.08% 73,898 17,024
JEEP COMPASS -19.31% 23,875 29,588 9% 11% -25.42% 58,029 77,809
KIA SOUL +1.29% 21,565 21,290 8% 8% +9.06% 60,345 55,331
NISSAN KICKS +6.65% 20,773 19,478 8% 7% +51.82% 64,735 42,640
HYUNDAI KONA -9.59% 19,932 22,046 8% 8% +34.30% 70,928 52,813
BUICK ENCORE GX +3.00% 16,500 16,019 6% 6% +119.47% 61,179 27,876
MAZDA CX-30 +25.22% 13,570 10,837 5% 4% +70.81% 47,474 27,793
VOLKSWAGEN TAOS * 13,104 * 5% 0% * 18,043 0
JEEP RENEGADE -43.76% 10,663 18,961 4% 7% -8.43% 41,957 45,820
KIA SELTOS -34.11% 10,167 15,431 4% 6% +43.52% 42,352 29,509
FORD ECOSPORT -51.95% 8,190 17,045 3% 6% -26.92% 34,494 47,200
TOYOTA C-HR -32.65% 7,945 11,797 3% 4% -3.62% 32,388 33,604
HYUNDAI VENUE +52.47% 7,308 4,793 3% 2% +86.88% 22,358 11,964
KIA NIRO +45.66% 7,254 4,980 3% 2% +44.13% 19,071 13,232
CHEVROLET TRAX -78.77% 6,259 29,485 2% 11% -48.49% 41,306 80,193
MITSUBISHI OUTLANDER SPORT -38.61% 4,739 7,719 2% 3% +17.21% 28,722 24,504
BUICK ENCORE -64.00% 4,012 11,143 2% 4% -45.59% 19,267 35,414
MAZDA CX-3 -53.04% 1,059 2,255 0% 1% -27.28% 5,099 7,012
FIAT 500X -30.97% 312 452 0% 0% -13.27% 980 1,130
TOTAL -6.76% 259,715 278,545 +22.43% 848,023 692,667

From a segment share standpoint, the EcoSport accounted for three percent of the segment, or just about one third of the 14 percent held by the Honda HR-V and significantly less than the 10 percent controlled by the Chevrolet Trailblazer and 9 percent held by the Jeep Compass. The Kia Soul, Nissan Kicks, and Hyundai Kona each held eight percent share. The Buick Encore GX held a six percent share while the Mazda CX-30 and new Volkswagen Taos held five percent each. All remaining rivals saw a four percent or less segment share.

The mainstream subcompact crossover segment contracted seven percent to 259,715 units during Q3 2021, meaning that EcoSport sales significantly underperformed the segment average.

The Ford Authority Take

The EcoSport’s substantial decrease in sales volume of just under 52 percent was among the steepest declines, but not the worst drop, when compared to the rest of the models that saw notably fewer sales during the quarter, most of which posted double-digit drops in sales volume. To wit, the Chevrolet Trax and Buick Encore reported the largest decreases of 79 and 64 percent, respectively, although it should be noted that those models have been supplanted by newer products from GM, namely the Chevrolet TrailBlazer and Buick Encore GX. However, Ford EcoSport sales sharply decreased while the segment moderately shrunk, meaning that the EcoSport did not keep up with the segment average.

A major contributor to the EcoSport’s declining fortunes was related to sub-optimal availability of the crossover at the retail level. In addition, recent news that Ford will stop importing the subcompact crossover from India after Q2 2022, which is when the assembly plant responsible for constructing the EcoSport is slated to go offline, can’t have helped sales volumes. That said, the EcoSport has never been a highly popular product. For instance, some 2020 examples sat unloved on dealer lots at the beginning of the third quarter of 2021, roughly a year after being produced. That’s quite the demoralizing turn of events, especially considering the ongoing shortage of vehicles.

What’s more, the segment, which continues to expand, has welcomed a bevy of all-new or significantly updated members to the club recently. The Hyundai Kona, Mazda CX-30, Jeep Renegade, Kia Seltos, Chevy Trailblazer and Volkswagen Taos are among that hallowed cohort.

On top of that, the EcoSport now also faces internal competition from the new Ford Bronco Sport, which is similar in size to the EcoSport but carries a starting price that’s roughly $6,000 higher. There’s also the all-new 2022 Ford Maverick, which starts at around the same price as the lame duck subcompact.

Going forward, we expect Ford EcoSport sales to drop even further than they already have, given its impending demise. Possibly working in the model’s favor is the addition of all-wheel drive as standard for 2022, a development that could attract more shoppers to the Ford offering. Meanwhile, increased competition will almost certainly limit the EcoSport’s sales success.

About The Numbers

  • All percent change figures compared to Ford EcoSport Q3 2020 sales, unless noted otherwise
  • In the United States, there were 77 selling days in Q3 2021 and 77 selling days in Q3 2020
Ford Motor Company Q3 2021 sales reports:
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Ed owns a 1986 Ford Taurus LX, and he routinely daydreams about buying another one, a fantasy that may someday become a reality.

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Comments

  1. commbubba19

    maybe it’s because Ford couldn’t figure out what to call it.

    eck oh sport or eek oh sport

    that right there will piss off enough customers to look elsewhere

    Reply
  2. James Finnerty

    Ford blew it with this POS. I can’t believe they haven’t readied a successor. I guess Dearborn figures they make more money watching other OEMs sell vehicles. Once they lose customers to other OEMs, it’s hard to get them back. Unbelievable!!!

    Reply

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