Ford Edge Leads Company In Product-Led Recovery

[Edge Guide]

Silver Ford Edge. Click here for the Edge color guide.

 

Ford's new crossover vehicle the Edge is an important part of the Company's future. The Edge along with the 2008 Super Duty trucks are the first products to be launched since Ford announced its accelerated Way Forward plan and they are "mileposts on Ford's road to recovery," says Cisco Codina, Ford group vice president of North American Marketing.

 

The Ford Edge and its upscale cousin, the Lincoln MKX are set to join a red-hot market segment in a year when car-based crossovers are expected to outsell traditional truck-based SUVs for the first time.

 

Paul Mascarenas, vice president for Product Engineering, The Americas, called Edge "another consumer-driven product that's right for today's market. We believe Edge has what it takes to follow in the Fusion's footsteps - it will be a success."

 

With a production launch set for October and regular production expected to begin in November at Ford's Oakville, Ontario plant, the Edge echoes the Fusion's design, complete with a big three-bar chrome grille and an athletic, aggressive stance.

 

The Edge will also be the segment's price leader, with its additional safety features, best-in-class power and innovative interiors.

 

"We positioned Edge to be the best customer value among modern-styled crossover utility vehicles," said Barry Redler, Ford's SUV and Crossover brand manager, noting that the Edge will be the only domestic alternative in the segment.

 

Ford officials expect big things from the Edge. Besides retaining current customers, Ford expects that up to 45 percent of Edge buyers will be new customers to the brand.

 

The vehicle is already generating buzz, from potential customers to the automotive press. Since it was unveiled in January at the North American International Auto Show in Detroit, more than 930,000 consumers have visited the Edge's interactive Web site at www.fordvehicles.com/edge. And traffic on the site has jumped more than 125 percent since June.

 

Ford dealers say they can't wait to get an Edge on the competition.

 

"If it's half the car the Ford Fusion is, the Edge will do great," said Russ Milne, of Russ Milne Ford in Mount Clemens, Mich. "It's going to draw in a lot of young mothers who don't want to be minivan people and the empty nesters, too."

 

Bob Krause, the inventory manager at Roy O'Brien Ford in St. Clair Shores, Mich., reports his store already has more than 15 retail orders for the Edge - weeks before it hits his showroom. "We're all pretty excited about the Edge," he said.

 

Outside analysts also like what they see. "When you look at the Edge, you've got this nice, strong, sporty exterior that looks like there is a level of capability in that vehicle. And in the interior, there are a number of nice points, too," said Alex Edwards, the president of Strategic Vision in San Diego.

 

Interior features include a class-exclusive panoramic glass roof, a center console with an MP3-audio input jack and storage for a laptop computer and flat-folding rear and front passenger seats.

 

Powering the Edge is an all-new 3.5-liter 265-horsepower V-6 engine mated to a six-speed automatic transmission that should deliver performance and highway mileage in the mid-20s.

 

To ensure confident handing, customers may also opt for all-wheel drive on the Edge and Lincoln MKX.

 

In addition, standard safety features include Ford's industry-leading AdvanceTrac™ with Roll Stability Control, seat-mounted side airbags, a Safety Canopy air curtain system and passive safety features to further protect passengers.