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Ford Escape Sales Gain Share During First Quarter 2022

Ford Escape sales decreased in the United States and Argentina, while increasing in Mexico during Q1 2022.

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

Ford Escape Sales - Q1 2022 - United States

In the United States, Ford Escape deliveries totaled 39,962 units in Q1 2022, a decrease of about 3 percent compared to 40,990 units sold in Q1 2021.
MODEL Q1 2022 / Q1 2021 Q1 2022 Q1 2021
ESCAPE -2.51% 39,962 40,990

Ford Escape Sales - Q1 2022 - Canada

In Canada, Ford Escape deliveries totaled 3,937 units in Q1 2022, an increase of about 11 percent compared to 3,547 units sold in Q1 2021.
MODEL Q1 2022 / Q1 2021 Q1 2022 Q1 2021
ESCAPE +11.00% 3,937 3,547

Ford Escape Sales - Q1 2022 - Mexico

In Mexico, Ford Escape deliveries totaled 396 units in Q1 2022, an increase of about 101 percent compared to 197 units sold in Q1 2021.
MODEL Q1 2022 / Q1 2021 Q1 2022 Q1 2021
ESCAPE +101.02% 396 197

Ford Kuga Sales - Q1 2022 - Argentina

In Argentina, Ford Kuga deliveries totaled 94 units in Q1 2022, a decrease of about 7 percent compared to 101 units sold in Q1 2021.
MODEL Q1 2022 / Q1 2021 Q1 2022 Q1 2021
KUGA -6.93% 94 101

Competitive Sales Comparison (USA)

The slight decrease in Ford Escape sales during Q1 2022 puts The Blue Oval’s compact crossover in sixth place in its segment when ranked by sales volume. The segment was led by the Toyota RAV4, which slid 11 percent to 101,182 units. Second place was taken by the Honda CR-V, which saw a 38 percent decrease to 58,579 units. The Chevy Equinox placed third, decreasing 11 percent to 56,036 units while the Mazda CX-5 saw an uptick of 24 percent to 50,653 units. In fifth, the Nissan Rogue decreased 48 percent to 45,235 units, closely followed by the Ford Escape which saw a three percent decrease to 39,962 units. The Hyundai Tucson was close to the Escape, coming in seventh with 39,655 deliveries as sales rose 20 percent. All other segment contenders posted less than 32,000 deliveries in the segment.

The decline in Ford Escape sales was not unique for the segment, as most models were in the red during the quarter. In fact, only six models saw sales gains, including the Mitsubishi Outlander, which posted the largest increase of 218 percent to 13,065 units, followed by the Mitsubishi Eclipse Cross with a 152 percent uptick to 3,992 units, as well as the Escape’s corporate cousin, the Ford Bronco Sport.

Sales Numbers - Mainstream C-Segment Crossovers - Q1 2022 - USA

MODEL Q1 22 / Q1 21 Q1 22 Q1 21 Q1 22 SHARE Q1 21 SHARE
TOYOTA RAV4 -11.43% 101,192 114,255 19% 17%
HONDA CR-V -37.53% 58,579 93,766 11% 14%
CHEVROLET EQUINOX -11.36% 56,036 63,218 10% 10%
MAZDA CX-5 +24.30% 50,653 40,750 9% 6%
NISSAN ROGUE -47.84% 45,235 86,720 8% 13%
FORD ESCAPE -2.51% 39,962 40,990 7% 6%
HYUNDAI TUCSON +19.63% 39,655 33,147 7% 5%
SUBARU FORESTER -34.25% 31,358 47,694 6% 7%
FORD BRONCO SPORT +24.55% 29,089 23,356 5% 4%
GMC TERRAIN +47.45% 24,944 16,917 5% 3%
VOLKSWAGEN TIGUAN -33.13% 18,233 27,265 3% 4%
KIA SPORTAGE -26.57% 16,460 22,417 3% 3%
MITSUBISHI OUTLANDER +218.19% 13,065 4,106 2% 1%
JEEP CHEROKEE -73.42% 10,079 37,923 2% 6%
MITSUBISHI ECLIPSE CROSS +152.18% 3,992 1,583 1% 0%
DODGE JOURNEY -98.39% 111 6,880 0% 1%
TOTAL -18.51% 538,643 660,987

The Q1 2022 sales performance gives the Escape a segment share of seven percent, up one percentage point from the year-ago quarter. The seven percent figure is a fraction of the 19 percent share commanded by the RAV4, up one percentage point from the year-ago quarter, and 11 percent claimed by the CR-V, down four percentage points from the year-ago quarter. The CX-5 saw a ten percent share, up four percentage points, while the Rogue earned eight percent, down six percentage points from the year-ago quarter. The Escape followed with seven percent, equal to that of the Tucson. All other segment contenders saw less than seven percent segment share.

It is also worth noting that Ford now fields two vehicles in this segment – the Escape and the Bronco Sport. The latter held a five percent segment share, up one percentage point from the year-ago quarter. Combining sales of both models gives The Blue Oval 69.051 deliveries, good for an 12 percent segment share. That’s better than the seven percent held by the Escape alone, but still behind the 19 percent held by the segment-leading RAV4.

Sales Numbers - Ford Mainstream Compact Crossovers - Q1 2022 - United States

MODEL Q1 22 / Q1 21 Q1 22 Q1 21 Q1 22 SHARE Q1 21 SHARE
FORD ESCAPE -2.51% 39,962 40,990 58% 64%
FORD BRONCO SPORT +24.55% 29,089 23,356 42% 36%
TOTAL +7.31% 69,051 64,346

The compact mainstream crossover segment contracted 19 percent to 538,643 units in Q1 2022, meaning Ford Escape sales outperformed the segment average during the quarter.

The Ford Authority Take

The drop in Ford Escape sales during Q1 2022 is a bit deflating but not all that surprising considering the circumstances. It’s likely that the Escape is continuing to adjust to the adverse effects presented by the coronavirus pandemic.

However, it’s worth noting that the current, fourth-generation model has been facing declining sales since its launch. Typically, sales increase when an all-new model completes its launch cycle. In The Blue Oval’s case, the automaker completed the generational changeover from the last-gen Escape during the final quarter of 2019, but Escape sales have continued to experience a steady drop since then. To wit, Escape sales totaled 241,388 units during the 2019 calendar year before dropping to 178,496 units in 2020 and a measly 145,415 units during 2021.

In addition, Ford is working on an Escape refresh that will hopefully address potential product issues associated with the current model, such as its arguably forgettable styling. Expected to launch for the 2023 model year, prototypes of the updated crossover have been spied with what appears to be more aggressive styling at the front end. The Blue Oval will also need to offer more attractive leasing options for the Escape, as the current model has had uncharacteristically low residual values when compared to its direct competitors. Until then, Escape sales will likely continue in their also-ran position.

A prototype of the upcoming 2023 Ford Escape refresh

About The Numbers

  • All percent change figures compared to Ford Escape sales for Q1 2021, unless noted otherwise
  • In the United States, there were 75 selling days in Q1 2022 and 74 selling days in Q1 2021

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Comment

  1. Snark Twain

    A problem plaguing the Escape is its 4th generation planned shift from the truck-like UV to the car-like UV to make room for the Bronco Sport. In doing so, Ford failed to offer the Escape in the N.A. market with the ST Line trim as the Kuga is offered elsewhere (and the Australian Escape is).
    The milquetoast trims of S, SE, and SEL are just not cutting it. They missed the boat with not making the SE Sport trim for 2020 more robust and not screwing it up for 2021. At a minimum, there should have been an ST or ST Line trim with the 2.0 or hybrid, that included LED headlamps and fog lamps, the Mikos aside insert Active X interior with red stitching, 20″ non machine faced rims in black are dark gunmetal. Like the Kuga ST Line, red painted calipers should also be included.

    The HEV models need a larger HVB from 1.1kWh to at least 5-10kWh and

    Reply

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