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We recently had the opportunity to spend a week with the Ford Edge, which debuted for the 2007 model year. In simple terms, the Edge is yet another one of those car-based SUVs, or crossovers, that have become all the rage throughout this decade. It’s a mid-sized one, sized comparably to the Hyundai Santa Fe and Nissan Murano. As such, it’s neither particularly large nor particular small…perhaps just right, perhaps?
Ford, just like everyone else, is seeing sales of traditional truck-based SUVs plummet. The once-almighty Explorer, which for years was the best-selling SUV (over 400,000 a year by the end of the ‘90s), is expected to sell under 75,000 copies this year, according to AutoPacific’s latest sales forecast. This old stalwart made perfect sense when gasoline was cheap and truck-based SUVs with bouncy ride and handling was the norm. Now, gasoline is $4.00 per gallon and people now expect their SUVs to drive like sedans. In this environment, the Explorer is distinctly old-think.

The Edge essentially picks up where the Explorer leaves off (though Explorer continues to be offered for those who need tough truck capability). Edge is based on the front wheel drive platform of the dynamically excellent Ford Fusion mid-size sedan, which bodes well for its ride and handling. It’s powered by a new 265HP 3.5L multivalve V6 with an efficiency-enhancing 6-speed automatic. Its looks are cosmopolitan and contemporary – a far cry from the traditional and rustic appeal of the Explorer. In other words, this is a current-think SUV for today’s new realities.

How does the package work, as a whole? It works really well, provided that you’re not too discriminating over the “little things”, which we’ll discuss in a minute. Edge has a very roomy interior for both front and rear passengers (though there’s no third row for those that need it), with excellent seating positions and comfortable seats. The cargo area is large enough as well, with electric releases that fold the rear seatbacks at the touch of a button should you need to transport something really large. And, with a sensible ride height, getting in and out is a snap.

Driving the Edge is for the most part very pleasant too. Ride quality is very car-like and it handles with great confidence and precision, especially for this type of vehicle. The steering is a major component of this; it is very accurate and nicely weighted, giving the driver a sense of great control. It cruises down the road very quietly too. The standard 265HP V6 and the 6-speed auto work well together also, though we found it a little reluctant to downshift when more power was needed. Inexplicable is the inability to select individual gears (especially with six forward speeds); you can only select “D” and “L”.
So what about those “little things” I mentioned? Edge certainly lacks polish in terms of interior finesse. The interior is almost entirely constructed of cheap, hard plastic. The leather on the seats is hard and slippery, feeling more like vinyl than genuine cowhide. Panel gaps are wide. It all functions just fine, but with all the great competitors from Japan and Korea, discriminating buyers have come to expect more than “just fine”. In all, Edge’s interior lacks that quality “feel good” factor that is common in many of its competitors. It also has to be noted that the engine sounds hoary and unpleasant at high revs despite its thoroughly modern technology.

Despite the cool red inserts, it all feels a bit cheap in here
Granted, if you’re coming out of an Explorer, you probably won’t be bothered by these things but if you’re used to the fit, finish, and refinement of an Asian brand crossover, you’re likely to be disappointed. Therein lies a big question: will Ford be able to attract new blood to the Blue Oval with the Edge?
Edge has been doing quite well in the marketplace, with 130,000 sales in 2007, its first full year in the marketplace. It certainly outsells Explorer by a good margin. However, AutoPacific’s 2008 Research Suite database shows that a whopping 48% of Edge owners came from another Ford. Toyota is Edge’s highest import brand conquest…but with only 6% of Edge owners coming from Toyota, it’s clear that import intenders aren’t exactly flocking to this vehicle.
Edge is instead providing a more fuel efficient and refined alternative for those legions of people who have been driving traditional truck-based Ford SUVs. Effectively, it’s the logical evolution of the Ford SUV and as such has a large built-in audience. Its sales have been strong because there are simply a lot of traditional Ford SUV owners out there…many of whom are looking for something more efficient but still want a Ford SUV.
The Edge is a very good vehicle – but ultimately does not address Ford’s need to bring new customers to the brand.