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.”
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.