Escape under the radar

Only four compact SUVs sold in fewer numbers than the Ford Escape last month. Those were the Jeep Compass, Kia Sportage and SsangYong Actyon and the Suzuki Jimny.

There were 13 competitors ahead of what should be one of the volume-selling models in that segment.

July was symptomatic of a longer-term problem selling the Mazda-built Escape. Year-to-date sales during 2008 are nearly 500 units behind the Escape's 2007 year-to-date performance (1255 versus 1705 for '07).

Ford President Bill Osborne admitted that the company had taken its eye off the ball, taking perhaps a stronger interest in other models.

"I think it's partially our fault," he admitted.

"We have not aggressively marketed the vehicle. We had a tendency to focus on some of the other vehicles in our portfolio. [Escape] just wasn't a priority for us. Its sales results are a reflection of that."

Osborne and Ford were obviously aware that the Escape was losing traction in the market, since the Escape had been the subject of a retail incentive offer in two states during July -- and that offer is now to extend throughout the country.

"We're now running a pretty aggressive offer on the Escape," says Osborne.

"Nationwide, we're running from August 1st a $29,990 driveaway package that we think will spur some sales.

"We did a market test in a couple of markets -- WA and Tassie -- and we saw some good results on that in July in those two markets, so we decided to make that a nationwide offer on August 1st."

And if that doesn't work, it's off to the cooler...

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