Poor Sales Have Sealed The Fate Of Ford Edge In The UK, Other Countries Will Follow

Less than six months after launching the facelifted Edge in the United Kingdom, Ford has chosen to stop taking orders for it. The decision is official and has been confirmed to CarScoops by a company rep, who admitted, between lines, that the Edge hasn’t been profitable in certain markets.

“Edge will continue to be sold in seven key European markets, with vehicle availability for customers in all other European markets as long as stocks last. The decision to limit Edge availability to seven key markets is in line with our strategy aimed at strengthening the Ford brand and creating a sustainably profitable business in Europe, including by taking action to improve or exit less profitable vehicle lines.”

Also Watch: 2019 Ford Edge Impresses With Powertrain, Build Quality, Safety Gear

Despite the surprising decision, the 2019 Edge is still found on Ford UK’s website. It’s presented with a starting price of £37,020 ($46,817/€41,790) in Titanium trim, £43,035 ($54,424/€48,580) in ST-Line and £46,035 ($58,218/€51,967) as a Vignale. Even the official configurator still lets users spec the mid-size SUV and can be accessed here.

According to Ford, the space left by the Edge will be covered by other products. “We are introducing other exciting vehicles soon, that will better match customer demand and build on our success in the growing utility segment in Europe”, commented the Ford official referring, among others, to the Puma. The small SUV will be presented at the 2019 Frankfurt Motor Show, in September, and will launch before the end of the year.

You may be wondering whether the Edge is going to suffer a similar fate in other markets outside Europe, like North America. And the answer to that question is a definite ‘no’, with the Ford insider stating that “Edge availability will be limited only in Europe, and will not impact any other region”.

On this side of the Atlantic, the 2019 Edge is being sold with a starting price of nearly $30,000. Customers can choose between four different trim levels called SE, SEL, Titanium and ST, with the range-topping variant having a $42,355 MSRP.


  • Bash

    I agree, it’s a step back.


    full spec vw tiguan is better than this one

  • Joe

    Nothing to do with the EU or emissions really, and that’s a problem that could be fixed by putting another engine in it which they declined to do. It’s an awkward size in many countries due to its width, so difficult to move and park in cities. The Ford badge also has a poor image in many markets too, so it would really only sell based on styling or maaaaybe price (doubtful). Most consumers in this price range or class will look at Land Rover, VW, or any of the other premium brands, and this is reflected in sales numbers.

  • Matt

    Very few mid-cycle refreshes get an all-new interior. Even Mercedes carried over the old interior design for the face-lifted GLE and GLS models a few years ago.

  • Alduin

    Ford just isn’t doing good in general. Ghe F150 is a good truck but Fords other cars just aren’t that reliable. Same goes for Dodge and Chevy.

    • ThatGuy

      Alduin i totally agree, Dodge and Chevy pulled out on this side of the world and you know whats funny, they would be more reliable than Ford, well except the Dart, that is the pits according to CR

  • Greg Richards

    It was too expensive in the U.K for what it is you could get a premium suv for that kind of money.

  • Pissed Canuck

    The Edge and the soon to be refreshed Explorer will certainly over lap also in North American markets as well. Only time will tell that the Edge will also be given the boot here.

  • Miknik

    Pricing the Edge at premium car levels with a very limited – Diesel only – engine range and not offering an automatic for the lower powered engine certainly did not help either…

    • ThatGuy

      In some countries we got the SportSh!t auto, trust me the manual is better and safer if you decide to get one of these things

      • Miknik

        To be honest, a CUV of this size and price range is crying for an automatic, no matter how good a manual is; It is simply what people want, even in Europe.

        • ThatGuy

          True, however the Ford Auto SportSh!t was and still is very problematic, there is a need for auto but no need to be stranded at the side of the road after 10 000 miles. So rather a manual than being stranded and paying out of your pocket for it. Check out auto expert t v for the review on that gearbox for the Escape and so forth

  • Janar Siniväli

    Last year I was at the Ford dealer’s waiting for my parts and I overheard a potential buyer saying to the salesman over the Edge’s 50k EUR price tag: “For this sum you would have to bring me coffee to bed every morning.”

    There is actually no need for deeper analysis – when cars look smaller and cheaper than they are, people don’t buy them. It is easy as that. Well almost. In Ford’s case they have also confessed that their new ecoboost petrol engines would last about 200 000 km…

    • ThatGuy

      And the SportSh!t automatic will die was y before 200 000km leaving you with an expensive compromise in your driveway Ford wont fix and blames your for their bad engineering.

      TBH Ford has fallen so far down with reliability that most brand have beat them now. I will say the fiesta has been reliable but with many faults too.

      Hyundai have quickly gobbled up their customers.

  • Sybill Julian

    price is too high

    • ThatGuy

      Price to high, Interior looks old, and look a gen past itself.
      I can find a Skoda or Seat that will be far cheaper and better in every way than the edge

      • Sybill Julian


  • Marc Gruben

    I have to wonder if the next Edge will also migrate to the new Explorer platform. I like the Explorer but have no need for a 7-seater. Would rather have a no-compromise 5-seater SUV on a rear-drive based platform without BMW/Mercedes costs

  • ThatGuy

    And cheap outdated interior Tex

  • ThatGuy

    Money pit this and the Land Rover, both over priced and both will leave you stranded unless you have too much money and it means nothing, then by all means you can get one.

  • Marcin Lewandowski

    They should bring new Explorer to Europe. It is big and good looking, well, much more then Edge.
    No Diesel in Explorer? And good, kill’em all.

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