2020 Ford Escape vs 2020 Mazda CX-5

In case you didn’t hear, Ford came out with an electric crossover, calling it the Mustang Mach-E. Ford could have called it something else, but the marketing department decided to leverage the famous Mustang name to capture headlines and, hopefully, shoppers. What should not be overlooked is the fact Ford chose to make its first-ever standalone electric vehicle a crossover.

This choice is a testament to how far the sport utility vehicle has come. Paired with Ford's decision to phase out sedans and hatchbacks, it's clear the company is putting all of its eggs into its trucks, SUVs, and crossovers. Suffice it to say, there is just a bit of pressure on the redesigned 2020 Ford Escape.

While the Escape has been around since 2000, it came into its own in 2013 when the “One Ford” philosophy was adopted, meaning that vehicles would be sold in multiple markets around the globe. As a result, the U.S. got Europe’s Ford Kuga, rebranded as the Escape—a high-tech, handsome, and surprisingly athletic small SUV.

So, with all this mind, the new Escape needs to not only be an improvement over the previous generation to compete against the rest of the compact crossover segment, it also needs to win over would-be sedan and hatchback customers. Can the 2020 Escape rise to the occasion?

According to a Harvard Business Review marketing study, there is such a thing as too much choice. And when the marketplace presents consumers with too much choice, there is a chance they won’t buy anything at all.

For the 2020 model year, there are more than 40 small or compact SUVs available, half of them sold by luxury brands. Small and scrappy Mazda offers three of them: the CX-3, the CX-30, and the CX-5. However, in a marketplace awash in Chevys, Fords, Hondas, and Toyotas, Mazda has trouble standing apart from the established crowd.

What’s the solution? Move upscale into “premium” territory.

Premium is where Buick, Fiat, GMC, Jeep, Mini, and Volkswagen play to varying levels of success. Combining the value inherent in a mainstream brand with the design, materials, and technology common to luxury brands, these premium vehicles attempt to provide more than mainstream for less than luxury.

At the same time, less is more. Because the 2020 Mazda CX-5 has but four similarly sized competitors in the premium class, that makes it easier for a consumer to choose, and more likely that a consumer will buy. The trick is convincing people that Mazda is a premium brand, and the automaker is taking a pragmatic approach to this emotionally-charged solution.