Ford Marketers Tout ’15 Edge’s Technological Edge

OAKBROOK, IL – The ’15 Ford Edge that goes on sale next spring “has all of the technology Ford Motor Co. has to offer,” boasts Cristina Aquino, Edge U.S. marketing manager.

That technology, however, doesn’t include the built-in 4G capability that would turn the Edge into a Wi-Fi hotspot like General Motors offers in nearly all its ’15-model vehicles.

“Like everyone else we’re looking into that,” Aquino says in an interview at a preview of the new Edge for the Midwest Automotive Media Assn.

But, she counters, while not yet a Wi-Fi hot spot, the Edge boasts technology that not all of its rivals have, such as the ability to parallel-park on its own between other vehicles on the street, or the ability to pop open the hatch lid by simply swiping a foot under the rear bumper.

The CUV also comes with an optional camera in the nose of the vehicle that uses the screen in the instrument panel to show what, if anything, is approaching from either side at the stoplight or intersection stop sign to avoid a potential collision.

Aquino says while the new Edge will bow next spring, no details on the formal marketing campaign are available yet.

“It's still under development,” she says, though noting that like other automakers, “it certainly will include social media.”

Aquino notes the midsize utility vehicle market is crowded with entries competing for consumer attention. Ford is counting on a variety of creature comforts and safety features to lure folks into the Edge besides self-parking, front-end cameras and pop-open hatch lids.

Those include adaptive cruise control with collision warning, glovebox knee airbag, inflatable rear seatbelts, engine stop/start to conserve fuel in the Edge’s standard 2.0L, 4-cyl. EcoBoost engine and a steering system that can quicken reaction time based on effort applied to the steering wheel.

For ’14 the top Edge trim level is Limited and is Titanium for ’15. The Titanium name is being used because it suggests more premium features, Aquino says, noting a hefty 31% of current Edge buyers opt for the higher-end version and are willing to spend the money to do so.

“We hope to go north of that (31%) with the new one and drive demand even higher,” she adds.

Aquino says the Edge is important to Ford because it sells 10,000 units a month, is the top seller in the midsize CUV market, has 49% female buyers and 50% conquest buyers coming away from a rival brand, with 12% of the conquests coming out of luxury nameplates. Sales in 2015 are expected to come from those moving out of big SUVs and big sedans, as well as those moving up from compact SUVs and sedans.

Responding to a question after the preview, Aquino says no gasoline-electric hybrid Edge is being planned and that while there are no mileage figures yet, the fuel economy with the standard 2.0L 4-cyl. engine with stop/start eliminates the need for a hybrid.

At the preview, Jogi Shetti, Ford's global launch marketing manager, says utility vehicles are the industry's fastest-growing segment, with sales up 87% since 2008 and accounting for 19% of all vehicle sales.

“Millenials (born between 1982-2000) are driving the growth and have years of potential impact on the utility segment,” Shetti says.

Looking ahead, Shetti says Ford forecasts the largest SUV market by 2018 will be China, where SUVs are seen as status symbols. “We sell every Edge we can ship there.”