The current-gen Escape was sold for three model years in its pre-facelift form. That's a pretty average length of time before a car gets facelifted.
So the Explorer, which also debuted at the same time, that had no notable sales dropoff even deep into COVID and was largely carrying over styling from the previous model that dated to 2011, is... exempt?
The RAV4, that debuted in 2018, had no notable sales dropoff even deep into COVID and whose refresh in 2023 was 98% interior updating, is... exempt?
The RX, from 201
5, with its no major styling changes besides headlight shape until it was given an entire new generation the same year Ford restyled the Escape?
The Jeep Compass, from 2017, that has basically remained untouched on the outside since it debuted even though COVID
did significantly impact its sales?
The Equinox, from 2017, with its new headlight and taillights that Chevrolet nonetheless took extra care to make sure that they were the same dimensions as the previous units?
The CX-5, from 2017, that looks so identical on the outside to when it debuted that nobody would be able to tell them apart at a glance?
Plus there's the elephant in the room of a facelift:
versus a
facelift:
Hyundai and Kia
do regularly refresh their model ranges into things that look completely different than they did before; and they have been for the past 10-ish years. Rarely does anyone else do the equivalent of what Jeep did with the recently discontinued Cherokee; and even that wasn't restyled like that until it had already been on sale for 5 years.
I don't think it's a coincidence that the year Escape sales saw their biggest drop- nearly by 70,000 units in the US- was the same year the Bronco/Bronco Sport hit the market.
That's particularly impressive as a coincidence since the Bronco Sport went on sale the following year.
Ford knows that it can rake in higher profit margins from the Bronco/Bronco Sport than the more affordable Escape, and
In Europe, where the Bronco Sport
still is not sold, the sales for the current Escape fell even further than they did in the US. In the US, where the Bronco Sport did not go on sale until the
2021 model year, Ford lost 70,000 sales. The new model lost 150,000 sales right off the back in a year that was comparably unaffected by COVID and without direct in-showroom competition until the following year
Whether or not Ford thought that the reason was because the styling was outdated specifically, they would not have shrugged that off for a previously extremely popular model they just introduced. And they didn't, since they gave it a much more extensive restyling than any of its competitors or corporate siblings over the same time period (even when the competition is much older); even though they are probably very happy that the Bronco Sport has been a hit.
The current Traverse just keeps getting worse and worse…
View attachment 1278854
That's a trick because the current Traverse is an entirely new model.