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

[jpd80]

On 5/1/2026 at 12:59 AM, akirby said:

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

I get that idea but it’s coming at a hell of a cost to Ford and its dealers because 

Ford is quite prepared to watch those former buyers go somewhere else.

(not aimed at you..)

That is not a recent strategy, Ford has been reducing and concentrating its

product line up for at least the last two decades, starting with vehicles

purposely built to sell to daily rental companies, then it was the other 

less efficient body on frame models replaced by existing unitary body

 vehicles, then it was getting rid of cars, the list goes on but each time,

it’s about a vehicle “on the bump” that no longer make financial sense.

 

The elephant in the room is the way Ford designs and builds its vehicles 

is now way too expensive and bleeds to much cost away to suppliers

who now control a lot of that process due to computer controlled modules

that are a compulsory just in time buy for Ford (kinda got them by the nuts)

Edited May 1 by jpd80

[DeluxeStang]

4 minutes ago, jpd80 said:

I get that idea but it’s coming at a hell of a cost to Ford and its dealers because 

Ford is quite prepared to watch those former buyers go somewhere else.

(not aimed at you..)

That is not a recent strategy, Ford has been reducing and concentrating its

product line up for at least the last two decades, starting with vehicles

purposely built to sell to daily rental companies, then it was the other 

less efficient body on frame models replaced by existing unitary body

 vehicles, then it was getting rid of cars, the list goes on but each time,

it’s about a vehicle “on the bump” that no longer make financial sense.

 

The elephant in the room is the way Ford designs and builds its vehicles 

is now way too expensive and bleeds to much cost away to suppliers

who now control a lot of that process due to computer controlled modules

that are a compulsory just in time buy for Ford (kinda got them by the nuts)

So the question is how does Ford reverse this trend, and what are they doing to be proactive? Ce1 is a step in the right direction, but it feels like there's a lot more they could do. 

[Zestyg]

1 hour ago, DeluxeStang said:

So the question is how does Ford reverse this trend, and what are they doing to be proactive? Ce1 is a step in the right direction, but it feels like there's a lot more they could do. 

How far does CE1 bring them and how much further should they go? Ford will be making the batteries themselves, should be making the full software stack themselves, and the electric motors. I figure they’re using contract manufacturers for many pieces like the wiring harness, power electronics, and many other pieces (Wards Auto cited they are using a mix of traditional suppliers and contract manufacturers although not what for). Should they start making AC compressors themselves? Or move more things to contract manufacturers?

[jpd80]

5 hours ago, DeluxeStang said:

So the question is how does Ford reverse this trend, and what are they doing to be proactive? Ce1 is a step in the right direction, but it feels like there's a lot more they could do. 

CE1 gets Ford a foot in the door of the electric vehicle market and for now,

a mid sized BEV seems to be the sweet spot for costs and affordability.

 

3 hours ago, Zestyg said:

How far does CE1 bring them and how much further should they go? Ford will be making the batteries themselves, should be making the full software stack themselves, and the electric motors. I figure they’re using contract manufacturers for many pieces like the wiring harness, power electronics, and many other pieces (Wards Auto cited they are using a mix of traditional suppliers and contract manufacturers although not what for). Should they start making AC compressors themselves? Or move more things to contract manufacturers?

Vehicle size appears to be the big limiting factor for now, big BEVs don’t work for Ford

as the increasing cost of the battery outweighs the justification of the project.

 

Also for now, Ford is constrained to using a lot of is existing supplier network

but importantly, things like batteries, controllers, motors and drives are all

made by Ford internally. Going to a single ECU that controls all vehicle functions

and features should reduce the cost of supplier based parts back to before they

got smart with software controlled modules…

 

Ive heard that depending on how things go, the 40 volt wiring might be delayed 

depending on availability of 40 volt systems supplied, Ford is still optimistic that

this is on track and will be included….could be a reason to delay until late 2027.

[Zestyg]

15 hours ago, jpd80 said:

Also for now, Ford is constrained to using a lot of is existing supplier network

but importantly, things like batteries, controllers, motors and drives are all

made by Ford internally. Going to a single ECU that controls all vehicle functions

and features should reduce the cost of supplier based parts back to before they

got smart with software controlled modules…

Hey if it works and lets them get suppliers under control for Ford Blue too then you could fire Farley, hire someone who can actually execute anything at all, and the company suddenly looks a lot better. Farley would have set up its cost structure going forward like he wanted, and the next guy can take that ball and run with it. Everyone goes home happy.

Edited May 2 by Zestyg

[jpd80]

2 hours ago, Zestyg said:

Hey if it works and lets them get suppliers under control for Ford Blue too then you could fire Farley, hire someone who can actually execute anything at all, and the company suddenly looks a lot better. Farley would have set up its cost structure going forward like he wanted, and the next guy can take that ball and run with it. Everyone goes home happy.

Oh if only life were that simple, let’s see how Ford gets through the launch period before we go spiking the football. Ford is pitching all these new processes in the new BEV, that’s both exciting and dangerous if things don’t go as planned. Lots of real world learnings coming but I’m certain that Ford will take its time and hopefully have a good result.

[Zestyg]

On 5/2/2026 at 5:25 PM, jpd80 said:

Oh if only life were that simple, let’s see how Ford gets through the launch period before we go spiking the football. Ford is pitching all these new processes in the new BEV, that’s both exciting and dangerous if things don’t go as planned. Lots of real world learnings coming but I’m certain that Ford will take its time and hopefully have a good result.

I hope they figure it out, otherwise I’ll have to buy a fucking Equinox.

 

I’ll just get a 2026 Escape used in a few years when they come off lease. Certainly Ford will have shit ironed out by 2032 or whatever. It would be nice if they finally made a hybrid Bronco Sport.

Edited May 3 by Zestyg

[DeluxeStang]

3 hours ago, Zestyg said:

I hope they figure it out, otherwise I’ll have to buy a fucking Equinox.

 

[Zestyg]

31 minutes ago, DeluxeStang said:

 

They’ll probably have a UAW-made PHEV Equinox after I run out of Escapes to buy. If the CE1 Crossover is good or if they make a hybrid Explorer again (I drive way too much for work to do pure ICE) I’ll just go to that.
 

If only Ford was brave enough to make the Escape interesting by putting the 2.3 Ecoboost in it and selling it for under $40k before options and destination fees. The Escape RS.

Edited May 4 by Zestyg

[twintornados]

11 minutes ago, Zestyg said:

If only Ford was brave enough to make the Escape interesting by putting the 2.3 Ecoboost in it and selling it for under $40k before options and destination fees. The Escape RS.

 

The point would be that they would not have to discount that one, it would've sold well at a a profit margin that would not have been "boring"...Ford has proven that uprated C2 chassis'ed can be sold profitably. 

[Zestyg]

13 minutes ago, twintornados said:

 

The point would be that they would not have to discount that one, it would've sold well at a a profit margin that would not have been "boring"...Ford has proven that uprated C2 chassis'ed can be sold profitably. 

Well I figure an Escape that costs up to $45k-ish after options and fees, and actually is appealing enough to sell at volume because that thing would fucking fly with that engine, would achieve that. That’s basically what the Ford Maverick Lobo except 2.3 instead of the 2.0, right?

Edited May 4 by Zestyg

[twintornados]

8 hours ago, Zestyg said:

Well I figure an Escape that costs up to $45k-ish after options and fees, and actually is appealing enough to sell at volume because that thing would fucking fly with that engine, would achieve that. That’s basically what the Ford Maverick Lobo except 2.3 instead of the 2.0, right?

 

I can tell you that when I had a 2017 Lincoln MKC (Ford Global C chassis along with Escape of the same era) with the 2.3L EB motor, that little sucker would most certainly rip along quite well....was a surprising combo for sure. 

[ANTAUS]

Oh ssoooo many years ago, we heard from Ford (to paraphrase) "Well the days of 400K sales for a single vehicle are drawing to the end, the market is becoming fragmented, we are going to design the Escape to appeal to a softer buyer, and the BS will be geared towards more aggressive buyer"... and here we are.  Meanwhile the Rav4 is pushing almost to 500K, and the CRV isn't far behind...I wonder if Toyda if making much money on there offerings.

[Zestyg]

4 hours ago, ANTAUS said:

Oh ssoooo many years ago, we heard from Ford (to paraphrase) "Well the days of 400K sales for a single vehicle are drawing to the end, the market is becoming fragmented, we are going to design the Escape to appeal to a softer buyer, and the BS will be geared towards more aggressive buyer"... and here we are.  Meanwhile the Rav4 is pushing almost to 500K, and the CRV isn't far behind...I wonder if Toyda if making much money on there offerings.

Honda is actually in a really bad position right now and I don’t think Ford should be envious. Toyota on the other hand has  much more thoughtful and stable decision-making/management that Ford should emulate. Simply put they should have used the money they wasted on the 3 row and instead put it towards the next gen escape and/or edge in Oakville or Cuautitilan with a real focus towards comfortable affordable sporty like the Explorer. You change that one thing and suddenly Farley looks like a visionary genius. He could still get the Ford family off his back about BEVs By pointing to the skunkworks and T3, both of which fit Ford’s strengths much better anyway.

 

The styling was already there after the last refresh. 

Edited May 4 by Zestyg

[Schpark]

I just drove my wife's 2018 Escape Titanium 2.0 ecoboost on 'The Dragon' last week and easily caught up to the Nissan in front of me ..... that was also being slowed down by two Harleys. 😆  It was a blast to drive and handled much better than I expected.

[Zestyg]

7 minutes ago, Schpark said:

I just drove my wife's 2018 Escape Titanium 2.0 ecoboost on 'The Dragon' last week and easily caught up to the Nissan in front of me ..... that was also being slowed down by two Harleys. 😆  It was a blast to drive and handled much better than I expected.

it’s a good car on a good platform. The Maverick also shows the economics and driving experience were possible. 

[Captainp4]

We liked our '17 MKC with the 2.3 (I think it was the 2.3, maybe 2.0, either way it was pretty quick for a 'boring' car), sold it to get into a new Model Y before the tax credited ended last year.. but was still holding up well with around 100k miles on it. 

[Sherminator98]

19 hours ago, Zestyg said:

Honda is actually in a really bad position right now and I don’t think Ford should be envious. Toyota on the other hand has  much more thoughtful and stable decision-making/management that Ford should emulate. Simply put they should have used the money they wasted on the 3 row and instead put it towards the next gen escape and/or edge in Oakville or Cuautitilan with a real focus towards comfortable affordable sporty like the Explorer. You change that one thing and suddenly Farley looks like a visionary genius. He could still get the Ford family off his back about BEVs By pointing to the skunkworks and T3, both of which fit Ford’s strengths much better anyway.

 

Toyota has a bigger lineup and more factories then Ford does-their choices in what they where pursuing where based on that. If Ford didn't kill off the plant they where planning in Mexico about 10-15 years ago, this conversion might have been different, but they do have a new plant in Tennessee now. 

[morgan20]

On 5/1/2026 at 1:49 PM, twintornados said:

 

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. 

 

Yea, exactly. You said it perfectly twintornados my friend. I feel the same way as an owner of two Ford EVs in my household, as a Ford/Visteon retiree, and a Ford fan. 

 

To add insult to injury, MME customers now have to pay $200 for the NACS adapter, in addition to the $500 to get 240V/120V portable home charging adapter & power cord:

 

I am cautiously optimistic that CE1 products will represent a reset for the company and start healing the "creeping Ford rot on the vine" disease that has crept in to so many parts of the organization. Fingers crossed!

[akirby]

Mach-E was always dead man walking from the get go as was lightning.  Ford knew those platforms were compromised and would be replaced with bespoke bev platforms for the next generation.

 

I've said repeatedly that Cuautitlan should have been a c2 plant along with oakville and hermosillo.  Or the one they cancelled.  And not upgrading Flat Rock when it was planned was a mistake although somewhat understandable with the EV craze.  
 

Upgrade Flat Rock to build mustang coupe, sedan and crossover.  Or leave FR as is and build the crossover in Chicago if possible.

 

Replace Mach-E with Nautilus, Corsair and a new hybrid Edge.  The new Rav4 seems to be closer to the old Edge in size and I think it would compete better than a smaller Escape replacement.  A longer Bronco Sport could help fill the gap.

[Zestyg]

4 hours ago, Sherminator98 said:

 

Toyota has a bigger lineup and more factories then Ford does-their choices in what they where pursuing where based on that. If Ford didn't kill off the plant they where planning in Mexico about 10-15 years ago, this conversion might have been different, but they do have a new plant in Tennessee now. 

I would say it’s a combination of factory space and poor planning, especially on EVs. They change their plans way too easily which results in things like Herm being the only C2 factory in North America. Cuautitilan then has one product on a dead end EV platform, and while I figure they had to try EV at Oakville because of the Canadian government why the fuck didn’t you put the Mach E there too? Canadian labor is a lot more expensive than Mexican, but this mess is more expensive than both.

[akirby]

30 minutes ago, Zestyg said:

I would say it’s a combination of factory space and poor planning, especially on EVs. They change their plans way too easily which results in things like Herm being the only C2 factory in North America. Cuautitilan then has one product on a dead end EV platform, and while I figure they had to try EV at Oakville because of the Canadian government why the fuck didn’t you put the Mach E there too? Canadian labor is a lot more expensive than Mexican, but this mess is more expensive than both.

From my corporate business decision experience it's usually a chain of sometimes unrelated decisions.  E.g. they didn't design a c2 edge for oakville because they were planning to do a cd6 edge.  That decision probably affected the current suppliers long term plans.  When that didn't pan out either C2 wasn't ready or it was easier/cheaper to go cd4 not realizing that fusion, mkz and continental were dead men walking and/or believing they needed the v6 which only cd4 could support.  By the time c2 was viable the priority shifted to EVs and thanks to no hybrid and an expensive platform it was an easy target.

 

This is the poor planning that has plagued Ford the last 10-15 years.  Starting/stopping/not doing enough due diligence and not doing proper risk assessment.  Trying to hit a homerun and striking out instead of hitting singles, doubles and triples.

[twintornados]

6 hours ago, Zestyg said:

I would say it’s a combination of factory space and poor planning, especially on EVs. They change their plans way too easily which results in things like Herm being the only C2 factory in North America. Cuautitilan then has one product on a dead end EV platform, and while I figure they had to try EV at Oakville because of the Canadian government why the fuck didn’t you put the Mach E there too? Canadian labor is a lot more expensive than Mexican, but this mess is more expensive than both.

 

At one point, Michigan Assembly (Where Bronco/Ranger production is currently) was C Global based as Focus was built there until 2018 when the plant was re-done to produce T6 Ranger and then Bronco. 

[DeluxeStang]

Ford teased some sort of utility today, I bet this is the electric replacement for the escape. 

[rmc523]

13 hours ago, DeluxeStang said:

Ford teased some sort of utility today, I bet this is the electric replacement for the escape. 

 

Yup, my guess is the CE1 truck and crossover share the same front end similar to how Expedition and F-150 used to be the same from the A-pillar forward.