Edge breaks Ford's bland funk
For the past few years, the major problem with Ford vehicles has been one of image, not of quality. In fact, with the exception of Fusion, most of Ford's newer models have failed to elicit any emotional response. Think of the Ford Five Hundred sedan and you'll understand why car buyers aren't beating down the doors of their Ford dealership.
Unfortunately, we can observe the same situation with many Crossover Utility Vehicles—an ill-defined category. At Ford, the Freestyle has claimed this position for the past two years. This pseudo-utility vehicle (CUV) built on a car platform has also failed to entice buyers who prefer more exciting models with better performance.
Fully aware of the importance of today's CUV market, Ford—a company that has been suffering financial difficulties—couldn't miss this opportunity yet again. Thus, for 2007, Ford introduces a second Crossover Utility Vehicle that can very well hold its own against the Nissan Murano, Honda Pilot, Mazda CX-7 and other similar vehicles.
And because this new vehicle can only seat five, Ford continues to believe in the success of Freestyle (at least, that's what we were told). However, the percentage of consumers who actually use their third row seats is so small that it would seem unjustified to keep this product line on the market. Not that Freestyle is a bad product ... the problem is one of image: few people want to be seen driving one...
For whom?
When Ford unveiled Freestyle, its marketing strategy was to woo consumers who had abandoned the minivan in search of a more dynamic vehicle. DaimlerChrysler also adopted the same strategy with the Chrysler Pacifica and also hit a wall because former minivan owners became keenly interested in SUV sedans, while the compromise they were being presented with in terms of space, power and style seemed unattractive.
With the 2007 Edge, Ford is attempting a different approach. It is not only trying to attract former minivan owners but also drivers who, despite their active lifestyle, no longer feel comfortable driving a needlessly over-sized, gas-guzzling SUV. Indeed, the Edge caters to drivers looking for more excitement with a diminished need for space.
Attractive styling
Even before getting behind the wheel, Edge's attractive styling had convinced me of its potential success. The vehicle's stylish exterior is a departure from the Freestyle's rather bland design. Along with its modern styling, the Edge offers a pleasant rugged look with its over-sized fenders, wider wheelbase and signature 3-bar chrome grille borrowed from Fusion. Of course, our preview vehicles were over-equipped SEL models with chrome finish alloy wheels and panoramic sunroofs. I was able, however, to look at the bare-bones SE model, which frankly doesn't look like a low-end model.
The vehicle's interior is also dynamic and stylish. The dashboard features a distinctive raised faux aluminum centre console alongside more traditional chrome plated air vents. The instrument panel is evocative of the past with traditional rotary dial plates featuring red dial indicators on a white background with sloped markings. Add to that a well organized floor console with a floor mounted shifter and armrest (non-adjustable, unfortunately) with enough space to stow your groceries!
A commitment to quality
Ford has dramatically improved the quality of its products. With its carefully crafted and well-soundproofed interior, Edge is a case in point. The quality of the vehicle's assembly and finish is noteworthy and now rivals the standards achieved by Japanese automakers. Edge offers a spacious and comfortable environment for five passengers of any size, and an average-sized baggage compartment that can expand by lowering the rear seats at the push of button.
A long-awaited V6
Clearly Ford couldn't equip Edge with the same Duratec 3.0-litre V6 engine used in its Fusion, Freestyle, Five Hundred and Escape models. Edge required a more refined engine with better performance, so Ford developed a new 3.5-litre V6 to honour its new line—a lighter, smoother 265 horsepower engine with a lot of pep. The motor not only delivers better power, it also offers this well-muscled performance discreetly. A 6-speed automatic transmission, calibrated for comfort and fuel efficiency is included on both the all-wheel drive and front-wheel drive models. It offers great driving pleasure under normal conditions, but unfortunately is slow to kick down under acceleration, which is disappointing for a newly developed transmission. One should also note that, unlike its competitors, a manual mode is not available.
Edge offers a comfortable and safe ride that will reassure even the most fearful driver. Its well-balanced suspension reduces body roll to a minimum while offering sufficient bump absorbency. The steering is firm and its precision is appreciated not only for its short turning-circle but also because it gives Edge a manoeuvrability few CUVs can match. The steering itself reassures drivers they are behind the wheel of a well-built vehicle that handles comfortably.
As for safety, Ford offers a host of driver assistance features, including a fairly efficient electronic stability control system. Unfortunately, Edge's drivability is not its strongest feature, mostly because of the automatic transmission and the feeling of being too isolated from the road. In fact, the superior sound proofing fools you into believing you are aboard a Lexus!
The key to success
With its Fusion model, Ford had managed to create a bit of a buzz for a non-truck vehicle (along with the Mustang, of course). If its sedan managed to turn heads and reach a certain level of success, the new Edge is certainly the model that will bring crowds to the carmaker's showrooms, including consumers not seriously interested in purchasing this type of vehicle. Indeed, over the past few years many potential buyers had forgotten the Ford brand due to a bland product line—an era that seems to have come to an end.
The Ford Edge is an overall interesting vehicle that will no doubt please a great number of Canadian motorists. A better equipment-to-price ratio than its competitors also gives this new vehicle a certain ... edge.
2007 Ford Edge
Price range: $32,999 to $37,999
Freight: $1,250
Average mileage: 9.2/13.1 l/100 km (highway/city)
Basic warranty: 3 years/60,000 km
Competitors: Buick Rendezvous, GMC Acadia, Honda Pilot, Hyundai Santa Fe, Mazda CX-7, Mitsubishi Endeavor, Nissan Murano, Saturn Outlook, Suzuki XL-7, Toyota Highlander
Strengths
- Modern design
- Impressive overall quality
- Superior comfort
- Safety and nimble handling
- Attractive pricing
Weaknesses
- Automatic transmission hesitation
- Lack of adrenalin
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