The current fourth-generation Ford Escape was introduced back in 2019 as a 2020 model year vehicle. As expected, sales of the Escape took a dive when the new model hit the market, a common phenomenon. This occurs as production of the outgoing model dips as the old model sells out remaining inventory at the dealer level, while production of the new model has not yet begun as the assembly plant undergoes retooling. However, even after production of the new model begins, sales do not recover right away, and instead take time to increase as interest in the new generation grows. Interestingly, in the case of the fourth-gen Escape, sales of the compact crossover experienced a downturn – and have yet to recover to prior levels.
Sales Results - USA - Escape
Ford Authority sought insight regarding this scenario at the reveal event for the refreshed 2023 Ford Escape. “So in the last year supply constraints have impacted the whole industry so we have felt that,” Escape brand manager, Adrienne Zaski, told Ford Authority Executive Editor, Alex Luft, in a recent interview. “But we have also, with the launch of the 2020 model, purposely changed how we offer the vehicle to build to demand. We didn’t want the Escape to be that commoditized product that you see everywhere, we did right size it by design.”
In other words, FoMoCo elected to purposefully scale back production of the Escape. This is something that Ford, among other automakers like GM, have done in order to avoid overproducing and then selling at steep discounts.
The downward trend in interest for the 2023 Ford Escape refresh doesn’t have The Blue Oval running scared, however. In fact, the Escape has a new partner in the stable: the Ford Bronco Sport. Both vehicles compete in the mainstream compact crossover segment, and their combined sales have made quite a big splash in their competitive bracket.
Sales Numbers - Ford Mainstream Compact Crossovers - Q3 2022 - USA
|MODEL||Q3 22 / Q3 21||Q3 22||Q3 21|
|FORD BRONCO SPORT||+3.56%||21,427||20,690|
It’s important to note that the Ford Escape and Ford Bronco Sport are geared toward their own niche markets despite sharing the Ford C2 platform. The Escape appeals to a customer base more interested in a sporty crossover to tool around town in, while the Bronco Sport attracts those who want off-road capabilities at their fingertips.