https://www.cnet.com/roadshow/news/2020-ford-escape-hybrid-new-york-debut/

With so many options headed to market, Blue Oval execs are worried that models in the Escape's segment are at risk for being commoditized. That's when everything starts to look the same, and where buyers gravitate to whatever product is cheapest, killing automaker profit margins in the process. As Hau Thai-Tang, Ford's executive vice president of Product Development and Purchasing, told the media in a sneak-peek session in late March, "The key to avoiding the tyranny of commoditization is to have a very compelling, differentiated position in the marketplace." 

The markedly more organic look of the 2020 Escape is therefore one half of a bold new two-pronged strategy Ford will use to attack what has become one of the industry's most important segments.