AM222

Pretty much how the rest of the world can survive without a full-size pickup truck.

It has the curves, but it's the proportions that make the Escape look more bloated/ stubby.

With BEVs, the charging infrastructure just needs to improve. Right now the experience varies depending on what area you live in. Maverick looks like a good option, though not as affordable as it used to be. Car owners and CUV owners seem to love it.

Ford 2025 total net profit (post-tax): -$8.2B (loss) Toyota 2025 total net profit (post-tax): $31.2B (gained)

In the US, the previous Escape used to outsell the RAV4, but by the time the refresh came sales have slipped. The current Gen model did worse. The Fusion was a strong seller till they killed it. In Europe previous Ford Fiesta and Focus models were the top 2 best selling models. Economies of scale. High volume = profits. When Ford left them out to die, rivals overtook them. The Explorer EV and Capri did much worse. Ford does not disclose how much they make per model but the fact that their annual revenue (adjusted for inflation) was much higher in 2015 than it was in 2025. Ford Global annual revenue 2015: $149.6B ($201.5 adjusted to 2025 usd) 2025: $187.3B Ford Nort America annual revenue 2015: $93.8B ($126.4B adjusted to 2025 usd) 2025: $125B Ford Europe annual revenue 2015: $28.2B ($38B adjusted to 2025 usd) 2025: $21.5B

Ford tends to waste money on stupid things like Powershift transmissions which aren't lubricated and timing belts which are stupidly lubricated. Ford knows these were stupid designs, that's why they either ditched them (dry clutch Powershift) or are about to move away from them (2.0 diesel with belt in oil). Ford fans who knew what they were capable of are disappointed that they're becoming a Commercial vehicle/ truck builder that happens to build Mustangs and is getting back into Formula 1. Ford's biggest mistake or gamble was not having overlapping lines. They went on an ICE vehicle massacre and went all in on EVs and when that didn't work, they were just losing money because they killed the money-making ICE models. Cut and Paste, they did the same in Europe. In Asia and South America, they just cut... they literally just cut down the lineup and lost some market share and profits.

Ford is not a luxury brand; that's the role of Lincoln. Not everyone wants a pickup truck in the city. Toyota for example has room to make regional models at the bottom and top of its lineup because the core vehicles in the middle are common global sizes. The example I gave you, they made one good compact SUV (the RAV4) that they can market globally. Ford spent more to make three different versions (Escape, Bronco Sport, Maverick) and didn't bother to make them global models and in the US, all three were beaten but one single model. The importance of smaller and medium models that its rivals have is more brand loyalty. Ford is breaking this by not having a smaller city friendly option, people are going to other brands because not everyone wants to drive a truck in the city or don't have parking space for a truck. If something happens in the future and affects the truck sales (which by the way is quickly growing out of reach of many buyers) they're going to be in bigger trouble because they put all their eggs into the full-size truck basket, a model they can't sell anywhere else.

Correction: Googled it, its actually 201.9B, so 13B less revenue with the current regional models replacing the global models. They are losing customers. Former Ford families are now multi-brand families because some people in the city want smaller vehicles that aren't trucks and Ford is killing these vehicles one by one. I mentioned this before, the next biggest segment in the USA are compact SUVs, and there are three of them in the top ten, and none of them are Fords. Some people will argue, but you can make more money out of a single pickup, but that one pickup can't be sold anywhere else, this explains why 99% of them stay in North America. Advantage of having compact SUVs, it can be marketed globally. Just to clarify, the 2025 sales figure of the Escape, Bronco Sport and Maverick combined (440,454 units) is still less than the RAV4's 479,288 units. Global 2025 sales numbers for the Escape/Kuga + Bronco Sport + Maverick = 627,551 units Global 2025 sales numbers for the RAV4 =1.18B If you look at economies of scale, Toyota developed a compact SUV it could sell in more markets and at the same time beat its main Ford rival in the USA. Ford has to understand, it's not the segment, it's the vehicle. People just want something better. Ford's problem is if other brands beat them in a segment, they bail out and blame the segment. Ford is giving up the global market to stay somewhat competitive in the US market while the rivals that are beating or catching up to them are also doing well in other continents.

I'm a consumer, not a Ford executive, employee, shareholder, or investor. I care more about the products that are available not by how much profit they were able to squeeze out of the 60th variant of their F-series. I still think Ford should have given importance to the compact SUV segment, with the F-series they're pretty much boxed in because they are almost exclusively for North America. The Escape has opportunities to grow elsewhere. If you combine the three top selling compact SUVs in the top 10, it amounts to 1.2M+ units. The difference is these can be marketed globally and further boost Ford's profits and restore its presence in global markets. In 2015 Ford had a full lineup of vehicles globally, they owned 7.3% of the global market, now their market share has dropped to 4.3%. Annual revenue in 2015 was $149.6B ($201.9B in 2025 dollars) Annual revenue in 2025 was $187.3B, that's $13B less. Isn't this what happens when you replace global models with vehicles primarily sold in the North American market like the Lightning, Maverick (91.5% are sold in the USA & Canada), and Mach E (76% are sold in the USA & Canada)?

Yes, Toyota manufactures the Rav4 in 4 countries to supply global markets. Economies of scale, they develop one SUV to be manufactured in four different countries. Ford applies this concept to the Ranger. But it should do this to more. Ford's mainstream C-segment SUVs are all over the place now. You have the Escape-Kuga, the VW-based Explorer EV, and the JMC-Ford Territory. Let's see if the Escape's BEV replacement topples the Rav4 in the US market... I said US market because we're not sure if Ford will make it global.

Ford's market share in 2019 was 14.1%, in 2025 it dropped to 13.2%. Ford's global market share in 2019 was 5.9%, in 2025 it dropped to 4.7%.

Ford only has one vehicle in the top 10 best-selling vehicles in the USA, the F-series (F-150 and Super Duty) which sits at number one with 828,832 units sold. Toyota has the RAV4 in third, Camry in 7th, and Tacoma in 9th. While Ford has no Camry rival, it has the Escape and Ranger. So, this means since Ford has dominated the full-size pickup/commercial vehicle segment, they don't care that their other vehicles are not dominating their segments. *If you look at the F150 sales numbers only (ICE + Lightning), The RAV4 outsold it. The RAV4 for example, how can it be profitable? It's a global model, while it's just in 3rd place in the USA, Toyota sold over 2 million of them globally. Ford sold under a million F-series trucks in the 2025 globally, 90% were sold in the USA, and under 9% were sold in Canada. Ford is relying too heavily on the F-series pickup which is 99% sold in the North American continent. This role is played by the Ranger in many global markets, but in varying degrees of success. I think Ford should take the compact SUV segment more seriously, it needs other hits in its stable other than the North American-centric F-series trucks.

Many current and past Ford owners are facing the same dilemma globally since Ford's lineup is shrinking. A lot (particularly those not looking for a 4x4 or truck) have migrated to other brands. While I'm happy Ford continues to build its icon range (F-series, Mustang, Bronco), they've seemed to lost interest in building vehicles people want. Ford's rivals continue to build compact ICE/hybrid CUVs/SUVs because they still sell a ton of them both in and out of North America.

Lower price, more fuel efficient, fits more garages meant for cars. BEVs, they still need to shorten the charging time, and the charging infrastructure (which is not equal from city to city or town to town) still can't match that of the gas stations.

I just hope Ford does two things... a full-hybrid Ranger option and an EREV option for the CE1-based models. Pure BEV pickups only work when used as regular cars.