Ford CEO Jim Farley Says Ford Escape 'Didn't Fit' Company's Brand

[DeluxeStang]

11 minutes ago, rmc523 said:

 

Maybe Ford should try making the vehicle into something not "boring" instead of just canceling it.....

 

 

I know the factors involved/that lead to it, just seems like it's their own doing.  Instead of trying, they exit the segment.  Hopefully the rumored replacements do well.

It seems like that's the plan. Ce1 seems to be focused on aspiration, and not just being cheap. If Ford can streamline the cost of that platform, I see it forming the foundation for the return of a lot of vehicle types Ford abandoned. 

 

Some sort of electric escape replacement for instance that's more compelling than the current escape and more profitable. Bringing back a sedan but making it a rwd affordable sporty sedan that aligns with no boring cars, that sort of thing. Maybe an electric version of an edge style of vehicle. 

[akirby]

8 minutes ago, morgan20 said:

 

Isn't that what Bronco Sport represents? And Maverick? A unibody crossover + unibody pickup truck combo that shares many components with Escape but isn't "boring"?

Yes but while I'm sure they're profitable and represent the best utilization of C2, I bet those are still nowhere near a 8% margin.

[rmc523]

14 minutes ago, morgan20 said:

 

Isn't that what Bronco Sport represents? And Maverick? A unibody crossover + unibody pickup truck combo that shares many components with Escape but isn't "boring"?

 

Sure......now apply it to Escape (and Edge).

 

13 minutes ago, Sherminator98 said:

They aren't technically leaving the segment since the Bronco Sport can cover part of it, depending on your viewpoint. 

 

Your argument would hold more water in the case of the Edge though. 

 

I think BS is too small for many buyers.  And Ford currently goes from Bronco Sport ---------------> Explorer with nothing in between.  I know people will say Bronco, but it doesn't appeal to many buyers that want car-based models, and Mach E is an EV...

 

5 minutes ago, akirby said:

But that doesn't address the cost issue which people keep want to ignoring and only focus on sales.  They need an exciting design and performance PLUS low cost to be viable.

 

Nowhere did I say NOT to address the cost issue........my point was to address it and come out with a compelling product that works, instead of abandoning the segment.

[morgan20]

27 minutes ago, rmc523 said:

Mach E is an EV...

 

And a great choice for former Ford Escape and Ford Edge customers who want car-based models that aren't boring. My wife can vouch for this. 😊

[akirby]

38 minutes ago, rmc523 said:

 

Nowhere did I say NOT to address the cost issue........my point was to address it and come out with a compelling product that works, instead of abandoning the segment.

But you need to kill the old to free up resources for the new one in most cases.

[akirby]

10 minutes ago, morgan20 said:

 

And a great choice for former Ford Escape and Ford Edge customers who want car-based models that aren't boring. My wife can vouch for this. 😊

But only for those willing to go EV which is still a very small percentage of buyers.

[Sherminator98]

1 hour ago, rmc523 said:

I think BS is too small for many buyers.  And Ford currently goes from Bronco Sport ---------------> Explorer with nothing in between.  I know people will say Bronco, but it doesn't appeal to many buyers that want car-based models, and Mach E is an EV...

 

The BS is virtually the same size as the pre 2013 Escape

 

Coming from an 2017 Escape to a Bronco Sport AND Driving the post 2020 Escape, the Interior Space for the first two passengers are IDENTICAL, with the Bronco Sport having some advantages like better placement of the start button on the dash IMO. 

 

The difference in rear seat interior room is negligible-I'm tall at 6'2 and I didn't feel uncomfortable in the back seat like say I did going from a 02 Explorer to 2000 Jeep Cherokee

 

I guess the real test comes in the next 90 days or less with the Escape being gone from the dealership lots and the Bronco Sport being the only choice for now, going forward. 

[twintornados]

2 hours ago, akirby said:

You're still not getting it.  Boring but competent can sell well if the price is right.  A decade ago Camrys and Corollas were as boring as you could get but they were selling 400k.  But you need super low costs to make any money and that was never a priority for Ford as sherminator explained.  Having Europe operate like a separate company made it worse.  Ford's mistakes were in the platform development of small and midsized fwd vehicles with terrible cost control.  But given that's where they are then cancelling unprofitable vehicles and replacing them with more profitable ones is a good business decision.  

 

I get it exactly - you and Sherminator want Fords that are "not boring" so they can charge more $$ for them. While I contend that Ford can make a profit on lower end models that bore the hell out of you but still sells. Why can Ford make a reasonable profit on Bronco Sport and Maverick yet not on Escape? All three are C2 based and are aimed at similar customers and it boils down to choice. Are you going to contend that Corsair was not making enough profit too? I believe Escape and Corsair should have moved and continued production as they were making a reasonable profit for Ford....now, the yawning gap in the Ford lineup is horrendous as you go from BS/Maverick to Explorer....and the step in to Lincoln just widened with the loss of Corsair. 

[Texasota]

3 hours ago, twintornados said:

You both (and Farley) say "boring" ....while I say "competent" transportation for the non-enthusiast.  

Same. I prefer practical and functional (hence my 23 Escape and 26 Ranger). I’m sure I qualify for the boring category.

[akirby]

26 minutes ago, twintornados said:

get it exactly - you and Sherminator want Fords that are "not boring" so they can charge more $$ for them. While I contend that Ford can make a profit on lower end models that bore the hell out of you but still sells. Why can Ford make a reasonable profit on Bronco Sport and Maverick yet not on Escape? All three are C2 based and are aimed at similar customers and it boils down to choice.

It's not that they can charge more per se - it's that they don't have to discount them much to sell.  There might be incentives now on BS and Maverick but that's after significant ($8k+) price increases.  Because BS and Maverick have virtually no direct competition.  As opposed to Escape where even with great styling and features there are 8 or more worthy competitors and competition drives down ATPs.  That's why they need dramatically lower cost to make it viable.

 

Could they eke out a 2% margin on a better C2 Escape just through styling and features?  Probably, but why tie up an entire factory for a 2% margin?  Remember you have Nissan and the Koreans more than willing to cut prices for volume.  Corsair and Nautilus charge a premium and they're low volume so they don't waste an entire factory.

 

It comes down to this - the juice isn't worth the squeeze for a direct c2 escape replacement.  It needs to be something more premium and unique or be on a drastically cheaper platform.

[Sherminator98]

19 minutes ago, twintornados said:

 

I get it exactly - you and Sherminator want Fords that are "not boring" so they can charge more $$ for them. While I contend that Ford can make a profit on lower end models that bore the hell out of you but still sells. Why can Ford make a reasonable profit on Bronco Sport and Maverick yet not on Escape? All three are C2 based and are aimed at similar customers and it boils down to choice. 

 

 

Just as an example-

 

Highest priced Escape Locally to me

$43,910 to include $3K off in incentives

 

Lowest price:
$31,940 to include $3K off in incentives

 

Bronco Sport Badlands:
$48,740, $250 incentive 

Bronco Sport Big Bend:
$34,535 $250 incentive

Maverick:
Highest priced:
$46,745 $500 incentive

 

Cheapest

$30,205 $500 incentive

 

I'll also assume that the Bronco Sport and Maverick also sell more higher end models then the Escape does. 

 

[akirby]

1 minute ago, Sherminator98 said:

I'll also assume that the Bronco Sport and Maverick also sell more higher end models then the Escape does. 

Way more.  Saw the same thing with Fusion and Focus.  Most buyers ended up with cheap base or SE models.  Very few went for the higher trims.  I bet Escape ATPs are at least $3k-$5k below BS and Maverick.

[DeluxeStang]

34 minutes ago, twintornados said:

 

I get it exactly - you and Sherminator want Fords that are "not boring" so they can charge more $$ for them. While I contend that Ford can make a profit on lower end models that bore the hell out of you but still sells. Why can Ford make a reasonable profit on Bronco Sport and Maverick yet not on Escape? All three are C2 based and are aimed at similar customers and it boils down to choice. Are you going to contend that Corsair was not making enough profit too? I believe Escape and Corsair should have moved and continued production as they were making a reasonable profit for Ford....now, the yawning gap in the Ford lineup is horrendous as you go from BS/Maverick to Explorer....and the step in to Lincoln just widened with the loss of Corsair. 

But it's like Farley has said, aspirational passion products don't need to be expensive, just look at things like maverick and BS. Some see this push for passion products as something to justify constantly raising prices, while some passion products do command a higher price, I don't see it as exclusively a price thing. 

 

You will see things like off-road or mustang trims that are pretty pricey and profitable. But I also believe you'll see more aspirational affordable vehicles as CE1 arrives and as Ford applies skunkworks methods to the rest of their lineup. They're talking a lot about affordability right now, so I don't believe the plan is just to make everything super expensive. 

 

Imo, the push for no boring products is more about Ford leaning into what it does best, obtainable aspirational products. It's about creating a lineup that's hard to replicate because you're leaning into passion products, heritage, excitement, capability, attributes that are more difficult for other brands to replicate. Compared to a brand like Nissan that basically only exists on the basis of cheap prices and is likely gonna go out of business once Chinese brands become more mainstream. 

[rmc523]

1 hour ago, morgan20 said:

 

And a great choice for former Ford Escape and Ford Edge customers who want car-based models that aren't boring. My wife can vouch for this. 😊

 

Sure, but most of the market doesn't want an EV.

 

1 hour ago, Sherminator98 said:

 

The BS is virtually the same size as the pre 2013 Escape

 

Coming from an 2017 Escape to a Bronco Sport AND Driving the post 2020 Escape, the Interior Space for the first two passengers are IDENTICAL, with the Bronco Sport having some advantages like better placement of the start button on the dash IMO. 

 

The difference in rear seat interior room is negligible-I'm tall at 6'2 and I didn't feel uncomfortable in the back seat like say I did going from a 02 Explorer to 2000 Jeep Cherokee

 

I guess the real test comes in the next 90 days or less with the Escape being gone from the dealership lots and the Bronco Sport being the only choice for now, going forward. 

 

I'd say look at competitors though.  If buyers feel Rav-4 and CR-V are more roomy vs. Bronco Sport, that can help sway them that direction.

[twintornados]

38 minutes ago, Sherminator98 said:

 

 

Just as an example-

 

Highest priced Escape Locally to me

$43,910 to include $3K off in incentives

 

Lowest price:
$31,940 to include $3K off in incentives

 

Bronco Sport Badlands:
$48,740, $250 incentive 

Bronco Sport Big Bend:
$34,535 $250 incentive

Maverick:
Highest priced:
$46,745 $500 incentive

 

Cheapest

$30,205 $500 incentive

 

I'll also assume that the Bronco Sport and Maverick also sell more higher end models then the Escape does. 

 

 

I don't remember seeing a Titanium Bronco Sport or Maverick....

[BenKohnen]

I'd noticed some things as I watched vehicles getting dropped.

 

First, I never saw people get really passionate about the dropped models until they were dropped. When there were Focuses (Foci?) on the lots, very few people gravitated to them. That was the cosolation prize. Gee, we couldn't get that whatever other vehicle we actually wanted, but we could get the Focus. Same thing with the Fusion. Taurus, Fiesta, then even the Edge, and Escape. Once they were canned, suddenly it was a travesty, why would they discontinue those vehicles, and so on.

 

Second, the vehicles getting cut were ones you didn't see people buying merch for. I've seen hats, t-shirts, things like that for plenty of vehicles, but I've never seen anyone so excited about owning their Ford Escape that they buy a hat for it. I wonder if that's some of the metric of what is or isn't a boring vehicle. A couple outliers were the performance versions of those vehicles. SHO Taurus, Focus ST/RS, Fiesta ST, etc.

Sample size was the dealerships I've worked at and my own observations, other areas may have had different experiences.

[Sherminator98]

46 minutes ago, twintornados said:

 

I don't remember seeing a Titanium Bronco Sport or Maverick....

 

Maverick Lobo and Bronco Sport Badlands are the top trims. 

[twintornados]

2 minutes ago, Sherminator98 said:

 

Maverick Lobo and Bronco Sport Badlands are the top trims. 

 

Nowhere near Titanium....LOBO is a "Sports truck" and Bronco Sport Badlands is an "Offroad lifestyle" SUV. Escape has had ST trim and could have had a "Tremor" trim that would compare...Titanium is tilted more toward the luxury end of the spectrum. 

[Sherminator98]

4 minutes ago, twintornados said:

 

Nowhere near Titanium....LOBO is a "Sports truck" and Bronco Sport Badlands is an "Offroad lifestyle" SUV. Escape has had ST trim and could have had a "Tremor" trim that would compare...Titanium is tilted more toward the luxury end of the spectrum. 

 

Who cares what is called-they have similar features like having leather seats, higher end engines, etc.

[akirby]

57 minutes ago, twintornados said:

 

Nowhere near Titanium....LOBO is a "Sports truck" and Bronco Sport Badlands is an "Offroad lifestyle" SUV. Escape has had ST trim and could have had a "Tremor" trim that would compare...Titanium is tilted more toward the luxury end of the spectrum. 

And yet the BS and Maverick top trims are priced HIGHER than Escape titanium.  Which is the point we keep trying to make and you keep ignoring.

Edited April 30 by akirby

[jpd80]

12 minutes ago, akirby said:

And yet the BS and Maverick top trims are priced HIGHER than Escape titanium.  Which is the point we keep trying to make and you keep ignoring.

Newer models like BS and Maverick also tend to have a higher trim sales mix too

and that’s where commodity models struggle, the titanium was available in

Focus, Fusion and Escape but once those sales fall away the premium buyers

have moved on, sometimes because they don’t want to trade for the near same

 vehicle again…

[twintornados]

2 hours ago, Sherminator98 said:

 

Who cares what is called-they have similar features like having leather seats, higher end engines, etc.

 

 

1 hour ago, akirby said:

And yet the BS and Maverick top trims are priced HIGHER than Escape titanium.  Which is the point we keep trying to make and you keep ignoring.

 

I could keep discussing it with you both - but I will stop here. 

 

I disagree and I will leave it at that. 

Edited April 30 by twintornados

[Zestyg]

 

I currently own an Escape and I actually kinda agree. I really like my Escape, I think it’s well made and designed, and I love the Ford hybrid + awd. But it’s not really compelling. The reason I bought it was because I work for a union and prioritize union-made; I was in the market and the Escape is just the only UAW-made hybrid awd vehicle that doesn’t blow up (Jeep). That is personally compelling to me but that’s very niche/ideological and also not to do with the actual car. There is not really a reason to buy an Escape over any other option without incentives.

 

Ford is left with two options, either do the very hard thing and try to beat Chevy’s price or Toyota’s quality+cost structure (excluding Honda because they’re taking a beating rn), or do what Subaru is doing with the Forester, Jeep would do with the Cherokee if they weren’t incompetent, or Hyundai/Kia does with their creative designs and differentiate in some way. I think the result of that is the Bronco Sport, which honestly is a good replacement for the Escape it just needs a hybrid drivetrain. Its not car-like, but the solution to that is Ford just making an actual car which they at least nominally want to do.

Edited Sunday at 07:16 PM by Zestyg

[Bob Rosadini]

On 4/30/2026 at 12:41 PM, akirby said:

It's not that they can charge more per se - it's that they don't have to discount them much to sell.  There might be incentives now on BS and Maverick but that's after significant ($8k+) price increases.  Because BS and Maverick have virtually no direct competition.  As opposed to Escape where even with great styling and features there are 8 or more worthy competitors and competition drives down ATPs.  That's why they need dramatically lower cost to make it viable.

 

Could they eke out a 2% margin on a better C2 Escape just through styling and features?  Probably, but why tie up an entire factory for a 2% margin?  Remember you have Nissan and the Koreans more than willing to cut prices for volume.  Corsair and Nautilus charge a premium and they're low volume so they don't waste an entire factory.

 

It comes down to this - the juice isn't worth the squeeze for a direct c2 escape replacement.  It needs to be something more premium and unique or be on a drastically cheaper platform.

Tall order that for some reason Ford can't do. My son helped my granddaughter buy a 21 Escape...She is college sophomore that is pursuing a major that will get her a real job.  She loves her Ford!  A future buyer.  

I have to believe that most dealers thought this was a dumbass move.

And not to go off thread but what is the idea of the day from Mr Farley as far as playing nice with China?  Are they a safe bet today or the end of the American auto industry???  Check the box Mr F🤔arley

[twintornados]

On 4/30/2026 at 10:49 AM, morgan20 said:

 

And a great choice for former Ford Escape and Ford Edge customers who want car-based models that aren't boring. My wife can vouch for this. 😊

 

Mach E seems to be suffering the "creeping Ford rot on the vine" disease....Ford adopted the NACS standard, what...two years ago? Yet Mach E still does not have an upgraded NACS port....Why? It seems like it should have happened at least a year ago....nope, just stick 'em with an adapter and ignore the car. That's my main complaint about Ford and I am a fan AND a shareholder. Frustrating.