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Ford's Future Rides on New Edge Crossover

By Joe Benton
ConsumerAffairs.com

September 22, 2006
Ford is betting a big part of its future as an automaker on the Edge crossover vehicle. Robust sales for the Edge are critical to Ford's turnaround.

The automaker has priced the new crossover just under $26,000 when the vehicle rolls into showrooms in November. The base price, including shipping, for a 2007 Edge with front-wheel drive will be $25,995, while all-wheel drive models will start at $27,645.

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Ford hopes the Edge will attract new buyers as the company works to increase sales and restore profits.

Ford executives concede that "the Edge launch the single most important launch for the company this year."

Ford expects sales of crossovers to reach 2.4 million units this year, surpassing SUVs for the first time in part because SUV owners will be trading in their gas guzzlers for more fuel-efficient crossovers.

Ford intends for the Edge's price to undercut the competition, mostly produced by Asian automakers. The 2007 Nissan Murano, the Edge's most closely matched competitor, starts at $28,400. An all-wheel drive Murano starts at $30,000.

The Edge is built on the same platform as the Ford Fusion, Mercury Milan, Lincoln MKZ and Mazda6.

The car frame and long wheelbase should smooth out the bumps typically felt in a stiffer framed and heavier SUV.

The crossover will be powered by Ford's newest engine, the 3.5-liter, 265-horsepower V-6. The edge will also have a new six-speed transmission and will produce fuel economy in the mid-20s on the highway, according to Ford.

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