Although co-Buzzard David Boldt gave us a preview of the next-gen Ford Edge midsize crossover last July (read about it here), more details have been shared with the press.
The Edge is the next step up in size from the Escape, and Ford calls it the midsize crossover. Since its launch in 2006 as an ’07 model, the Edge has sold approximately 120,000 units per year, or, as Ford claims, three times what Nissan’s Murano has sold, three times what the Toyota Venza has sold, and seven times what the Honda Crosstour sold. While none of those comparisons really surprise us, the true tale of the tape is the Edge, when combined with Escape, Explorer, and Expedition, makes the blue oval brand number one when it comes to SUV sales, selling over a half million SUV units (the 4 Es) combined.
According to Ford, Edge has defined the segment, with buyers spending more of their cash on that vehicle than many other rides in the Ford stable. Ford said that, for the new Edge, Millennials will be the biggest buyers, mostly because they now account for 26 percent of the population, or about 83 million people.
The Current Edge is seeing a mix of 49/50% female/male customers, and just over 10% are coming from premium brands. So the trend of people moving down in price without wanting to give up features is why Ford offers a loaded Titanium model: to appeal directly to those buyers. Good marketing strategy, and an additional 10 points to whoever figured out that one.
For 2015, Ford has moved the new Edge onto the same global C/D platform that’s shared with the Fusion. It also invested $700 million in the Oakville Assembly plant in Canada, making sure those 250 advanced robots are building a vehicle with the quality that will help Ford keep those younger buyers coming back for more.
Ford has opened up its website, so you can build and price an Edge, even though they won’t be hitting the showroom floors until Spring 2015. The good news is, with all the updates, the new Edge starts at the same price as the outgoing model: $28,995 in 2.0L front-wheel-drive guise (including destination charges). If you want it all — and be honest, who doesn’t — the Sport model with unique shocks and springs and a “sportier” ride, plus oodles more features, will start at $38,995 and head slightly north of (gulp) $50,000 with every feature and then some.
At some point we’ll stop talking about the new Edge and get a chance to drive it. You can bet we’ll post a full road test as soon as we get behind the wheel.
Photography © Scott Killeen/Team Killeen. Lead photo courtesy of Ford Motor Company.