The arrival of the Edge CUV is now complete with word that Ford has just put some cash on the hood of its golden child for the first time. In reality, the incentive is being offered only for base SE models and is paid to the dealer to use how he or she feels fit. So it's not like you'll be seeing this incentive advertised in your Sunday circular.
It turns out that demand for more expensive versions of the Edge has been greater than Ford anticipated, and as a result these base SE models, which so far have comprised only 20% of Edge sales, have been sitting on lots longer than expected. That's the kind of good bad news we'd like to hear if most of our eggs are sitting shotgun in a single model. The base Edge SE starts at $25,995, while the mid-range SEL begins at $27,990 and the top-level SEL Plus at $29,745. Automotive News reports that an Edge optioned to the hilt can even reach $36,000. Ford sold 5,586 units of the Edge in January, its first full month of sales. If most of those were SEL and SEL Plus models, all the better for Ford.
[Source: Automotive News]
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Reader Comments (Page 1 of 2)
Sam @ Feb 15th 2007 1:04PM
My wife and I recently went to the Ford dealership to check out the Edge. We had a GMC Envoy since 2003.
I must say we were dissapointed. Forget the poor fit and finish and everything else, but the vehicle felt hefty and heavy in city driving. It felt like it should be about 300 lbs less in mass. It was also very disconnected from the road. We are still looking for our next vehicle.
jon @ Feb 15th 2007 1:06PM
It's not like an SEL has to be $36k. We have 2 SEL AWD Edges in stock, both at $30,900.
Tyler @ Feb 15th 2007 1:23PM
I want Ford to succeed but the Edge is over-rated. Car and Driver and Motor Trend were not very pleased either, nor were some owners on Ford Forums.
Ford has put all their eggs in this basket so I hope it works out.
mj @ Feb 15th 2007 1:25PM
Does anyone else think the domestic manufacturers kill themselves with these websites? That you only get discount prices in person, so that the website scares off everyone who is price-conscious? Then for Toyota and Honda, the prices look reasonable until you show up and suddenly you're paying more for a 4cyl Accord than you would for a Saab or Volvo.
Why can't it be more like buying anything else? I like the Scion's scheme better this way. Big ripoff on accessories, but at least I have an idea before I walk in what the car actually costs.
Anthony Gentavoe @ Feb 15th 2007 1:41PM
Higher than expected demand for the SEL? Give me a friggen break on the PR spin, FoMoCo. Check out the number of early innovators that have had to order their Ford Edge's and wait 12 weeks for an SEL with a Vistaroof because of your production problems. It's not unexpected demand, it was a fucked up launch by FoMoCo that has left the unwanted lower level Edge's on the lots. We canceled our Ford Edge order after waiting eight weeks and bought an Acadia off the lot.
SherbornSean @ Feb 15th 2007 1:47PM
MJ,
I paid $16.6k for my Accord, before sales tax. You might want to review the 'what I paid' board at Edmunds before you shop. What you learn there can help your negotiations quite a bit.
Aaron @ Feb 15th 2007 1:48PM
Interesting comment mj.
I was disgusted with my recent small ute shopping to see well appointed rav4s and crvs in canada going for 40 thousand dollars, which is what an edge sel AWD goes for. lmao.
Jason @ Feb 15th 2007 1:50PM
If you're serious about your car shopping, there are websites you can join (for a fee) that provide you with the dealer cost and any current rebates / incentives of any given model you're interested in.
Michael Karesh @ Feb 15th 2007 1:58PM
Edmunds probably does the best job tracking incentives of the free sites on the Internet. CarsDirect can also have good incentives info.
My site currently only includes factory-to-customer incentives for Chicago, which tends to be around the national average. I hope to provide more extensive incentive information in the future.
To perform price comparisons with the Ford Edge:
http://www.truedelta.com/models/Edge.php
Ron @ Feb 15th 2007 2:13PM
Way too much money for this vehicle.
PS Ford your commercial sucks for this too. If I have to hear "I like to live on the Edgggeeeeuuuhh" one more time, I may commence hurling.
tikirob @ Feb 15th 2007 3:03PM
I am not surprised. I get to test drive one next week so I am looking forward to it. I cannot see this thing being better than the Mazda CX-7 or Santa Fe.
Rob
http://www.autoshortlist.com
SobeSVT @ Feb 15th 2007 3:44PM
What a stupid headline! Even when a good thing like the high end Edges flying out of the lot happen, you make it look like is a bad thing.
What a stupid headline! What a stupid headline!
NoNameDenton @ Feb 15th 2007 4:25PM
The major problem with the Edge is the curb weight that needs to be shaved down
Brad Evanson @ Feb 15th 2007 4:25PM
Ron, I totally agree...I hate that stupid commercial. That being said, the last time I saw the commercial (last night), I realized that I couldn't recall seeing ANY Edges on the road...and I pay attention to cars, especially distinctive or new ones. Here in San Diego, SUVs are everywhere. Hell, I saw 2 Acadias driving the 4 miles back to the office from lunch (in my Grand Cherokee, natch). I've seen one or two MKXs, but still haven't seen an Edge. I see them up on the display racks at the couple of local Ford stores I drive by regularly, but I don't see them on the road. The article said they sold 5000 of them in January, but apparently none here. I'm not surprised about the incentives, but I sure wish Ford (and the other "domestics") could get it right at launch time. Especially with such a critical new vehicle. That being said, GMC seems to be doing it right with the Acadia.
Bob-omb @ Feb 15th 2007 4:40PM
We can all agree the commercial's awful. Hell, *all* Ford commercials are awful. Get an Escape! Get an iPod! Ain't we got fun! *shoots self in face*
My aunt just bought one of these. I'm at a loss for words as to why, especially since she's pretty good at keeping up with the industry. I figured she'd know there are a lot of better choices for the money, but whatever. At least she can be EXTREEEEME and live on the EDGE! *guitar solo*
fordman @ Feb 15th 2007 4:45PM
Three things:
1- The edge is not bad however there are better choices out there. I rank it in the upper middle as far as superiority to other choices
2- Why is it that all Edge ads feature the car in Orange color?
3- I also went buy a Ford lot recently. They had an Orange edge in the showroom and an Orange Edge on a platform close to the street for everyone to see, and then they had 5 Edge cars in the back of the lot just sitting there as inventory. 2 were silver, one was blue, one was black and one was white. All 5 were beautiful. Why are they pushing Orange down our throats?
Bob R. @ Feb 15th 2007 5:01PM
I don't know if i agree about the poor quality part. When I sat in a silver SE and a black SEL, and I was pleasantly surprised with the interiors of both.
# 3, I think it was Motor Trend that was not impressed with the Edge, but Car and Driver was impressed.
Nick @ Feb 15th 2007 5:09PM
"and is paid to the dealer to use how he or she feels fit. So it's not like you'll be seeing this incentive advertised in your Sunday circular."
Not to be picky, but dealer cash usually does show up in the Sunday ad. If not explicitely called "dealer cash" it will typically be referenced as "bonus cash" or the "Johnson Ford (e.g.) Dealer Discount" to make it sound like the dealer placing the ad is offering its own discount.
Svend @ Feb 15th 2007 6:14PM
OMG you are so right. The Ford dealership in Austin has three in stock all orange. The brochure says it comes in 8 colors. Asked why no other colors were available all they kept saying was how nice the orange is and whats wrong with orange.
Mike @ Feb 15th 2007 6:41PM
This car has excellent fit and finish. I just visited the Chicago auto show yesterday and saw several of them, all had excellent interiors.
The CRV has an awful interior, the stupid gear shift sticking out of the center stack looks ridiculous and has since it was introduced on their minivans. I thought the RAV4 was fugly too.
I do have to agree that the commercials from Ford of late leave much to be desired, save for the Fusion one done from the Car and Driver consumer ride and drives, and of course any of the Mustang commercials- those are always cool.