Ford Authority

Ford Sits Out B-Segment Crossovers While Segment Blooms

In today’s automotive market, shoppers gravitate heavily toward crossovers and SUVS, which is precisely why Ford opted to exit the sedan market in the U.S. entirely just a few years ago. Since then, The Blue Oval has added a number of new crossovers to fill out its lineup, but there is one glaring omission – the B-segment, or subcompact crossovers, which have long been popular in certain global markets and are quickly gaining traction in the U.S., too.

Sales Numbers - Mainstream Subcompact Crossovers - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
SUBARU CROSSTREK -7.60% 38,405 41,562 11% 15%
HONDA HR-V +43.61% 38,062 26,504 11% 10%
CHEVROLET TRAX +481.41% 37,588 6,465 11% 2%
MAZDA CX-30 +43.41% 28,496 19,870 8% 7%
JEEP COMPASS +19.12% 27,647 23,209 8% 8%
CHEVROLET TRAILBLAZER -13.39% 24,208 27,951 7% 10%
HYUNDAI KONA +19.95% 23,054 19,220 7% 7%
TOYOTA COROLLA CROSS +31.10% 19,028 14,514 6% 5%
KIA SELTOS +6.40% 14,783 13,894 4% 5%
NISSAN KICKS +15.99% 13,724 11,832 4% 4%
BUICK ENCORE GX +8.84% 13,364 12,279 4% 4%
KIA SOUL -26.68% 12,452 16,984 4% 6%
VOLKSWAGEN TAOS -12.16% 11,808 13,443 3% 5%
BUICK ENVISTA * 9,662 * 3% 0%
KIA NIRO -23.93% 7,475 9,827 2% 4%
DODGE HORNET * 7,419 * 2% 0%
HYUNDAI VENUE -31.05% 5,932 8,603 2% 3%
JEEP RENEGADE +39.57% 5,763 4,129 2% 1%
MITSUBISHI OUTLANDER SPORT -0.95% 4,569 4,613 1% 2%
FIAT 500X -16.29% 113 135 0% 0%
BUICK ENCORE -98.15% 55 2,979 0% 1%
TOTAL +23.59% 343,607 278,013

As we can see from B-segment crossover sales from Q1 of 2024, this particular part of the automotive world is filled with choices from virtually every brand that sells vehicles in the U.S. However, Ford is surprisingly absent, which is notable given the growth that we’ve see from this segment as of late. In fact, the B-segment crossover, as a whole, saw its sales soar by nearly 24 percent in the first quarter of this year compared to Q1 2023.

Sales Numbers - Compact Pickups - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE
FORD MAVERICK +81.87% 39,061 21,478 82%
HYUNDAI SANTA CRUZ -9.56% 8,417 9,307 18%
TOTAL +54.22% 47,478 30,785

It is worth noting that while Ford doesn’t currently sell a B-segment crossover in the U.S., it does offer something that most of its competition doesn’t (save for the Hyundai Santa Cruz) – a compact pickup in the form of the Ford Maverick. The Maverick managed to move nearly 40,000 units in Q1 2024, in fact, which is nearly 82 percent higher than a year ago and more than any B-segment crossover sold over that same time period, too.

Thus, one could argue that perhaps Ford is better served building more Mavericks and capitalizing on extreme demand for that model, but it would also make a lot of sense for the automaker to sell a B-segment crossover in the U.S. – such as the Ford Puma, as an example, which enjoys tremendous success in Europe. After all, with demand for cheaper new vehicles steadily increasing amid extreme inflation and soaring prices, that segment figures to continue to grow for the foreseeable future, too.

We’ll have more on Ford’s lineup strategy soon, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Michael K

    Puma is really tiny, far smaller than the Trax or Trailblazer for example and no AWD. But Bronco Sport and Maverick have Ford pretty well covered on the Entry-Level, not to mention Escape. Not to mention the “Skunkworks” EV otw.

  2. Mark

    Not sure the analogy is great. 190 inches. Hardly a small SUV segment vehicle. Pricewise, loaded, it approaches 40k. I do agree that many would rather buy Maverick than a loaded
    B segment SUV anyway as it is appealing, but more Explorer sized.

  3. Chris

    Not having a B-segment crossover makes no sense to me. I know Farley doesn’t like “commodity vehicles,” but this is a booming segment, and it would be a good entry-level vehicle for young people and especially women (many of whom won’t buy a Maverick). Bring the Puma over!

  4. Brian

    But wait ! Ford has the EcoSport, oh no… They DID have the EcoSport. “Kill that one” came the word from above….. “We’ll try and convince them to buy something they don’t want”

  5. Craig

    Ford makes no sense. They kill sedans. They kill the EcoSport. They kill the Edge. They are backing way off on EV’s. Even talked about killing the Escape. Seems like all they are interested in selling in the US is Pick Up trucks and Explorers. Seems like they are on a downward spiral of their own making.

  6. Blackbelt

    Ford doesn’t want to sell anything under $40K. They seem to have no problem making 700,000 F150’s, but they struggle to make 100,000 Mavericks? That’s done on purpose. They will sell you a Maverick if you REALLY want one, but they really would prefer you don’t buy one. The Maverick is a great vehicle for the $$, i know i own one. But it is not small by any stretch. Parallel park one on a busy tight city street and you will find out. BTW, any SUV that doesn’t offer AWD is not an SUV, it’s a hatchback car. Where i live, an SUV with 2WD is like taking a shower while wearing a raincoat.

  7. Cigna

    Given Fords now have Alfa Romeo reliability, it’s a good idea to stay out of this segment. Otherwise, there will be many recalls along the way forcing Recall Motors to raise prices which will make these vehicles way more expensive than the competition.

  8. Ed

    What has Farley’s succeeded at since taking over the reins at Ford. NOTHING. All he does is lose Billions of $$ and get Milillion $$ in annual compensation and bonuses for it.


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