Ford Edge Sales Decrease 4 Percent In Q1 2020

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Ford Edge sales decreased in the United States and in Mexico during the first quarter of 2020.

Ford Edge Sales - Q1 2020 - United States

In the United States, Ford Edge deliveries totaled 29,599 units in Q1 2020, a decrease of about 4 percent compared to 30,920 units sold in Q1 2019.
MODEL Q1 2020 / Q1 2019 Q1 2020 Q1 2019
EDGE -4.27% 29,599 30,920

Ford Edge Sales - Q1 2020 - Canada

In Canada, Ford Edge deliveries totaled 2,630 units in Q1 2020.
MODEL Q1 2020 / Q1 2019 Q1 2020 Q1 2019
EDGE * 2,630 *

Ford Edge Sales - Q1 2020 - Mexico

In Mexico, Ford Edge deliveries totaled 116 units in Q1 2020, a decrease of about 39 percent compared to 191 units sold in Q1 2019.
MODEL Q1 2020 / Q1 2019 Q1 2020 Q1 2019
EDGE -39.27% 116 191

Competitive Sales Comparison

Ford Edge sales contracted slightly during Q1 2020. Despite the drop, it still was the fifth best-selling model in its overall segment, behind its larger corporate cousin, the Ford Explorer, Jeep Grand Cherokee, Toyota Highlander, and Chevrolet Traverse.

Sales Numbers - Midsize & Full-Size Mainstream Crossovers - Q1 2020 - United States

MODEL Q1 20 / Q1 19 Q1 20 Q1 19 Q1 20 SHARE Q1 19 SHARE
FORD EXPLORER +5.64% 56,310 53,306 12% 12%
JEEP GRAND CHEROKEE -13.27% 50,083 57,749 11% 13%
TOYOTA HIGHLANDER -8.99% 47,890 52,621 10% 11%
CHEVROLET TRAVERSE -12.06% 30,095 34,223 7% 7%
FORD EDGE -4.27% 29,599 30,920 6% 7%
HONDA PILOT -27.49% 23,898 32,957 5% 7%
CHEVROLET BLAZER +632.51% 22,144 3,023 5% 1%
HYUNDAI SANTA FE -27.98% 20,658 28,683 5% 6%
NISSAN PATHFINDER +4.25% 18,092 17,354 4% 4%
KIA SORENTO -23.56% 18,055 23,619 4% 5%
DODGE DURANGO +4.62% 17,805 17,019 4% 4%
GMC ACADIA -43.31% 17,686 31,200 4% 7%
KIA TELLURIDE +211.88% 16,826 5,395 4% 1%
HYUNDAI PALISADE * 16,333 * 4% 0%
NISSAN MURANO +33.71% 15,683 11,729 3% 3%
SUBARU ASCENT -18.08% 15,624 19,073 3% 4%
VOLKSWAGEN ATLAS -10.65% 14,278 15,979 3% 3%
MITSUBISHI OUTLANDER -6.78% 12,809 13,740 3% 3%
HONDA PASSPORT +62.71% 7,833 4,814 2% 1%
MAZDA CX-9 +12.48% 7,219 6,418 2% 1%
TOTAL -0.20% 458,920 459,822

On a segment share basis, the Edge accounted for 6 percent segment share, well behind the 11 percent share held by the Jeep Grand Cherokee but ahead of the 5 percent each held by the Honda Pilot, Chevrolet Blazer and Hyundai Santa Fe.

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The mainstream mid- and full-size crossover segments, comprised of CUVs with a starting price in the vicinity of $30,000, was flat year-over-year at 458,920 units in Q1 2020.

Narrowing down the segment to only midsize crossovers with two rows of seating, the Edge was only second to the Jeep Grand Cherokee (by around 20,000 units), while outselling the remaining contenders, including the new Chevrolet Blazer (by about 7,000 units), Hyundai Santa Fe (by about 10,000 units), Nissan Murano (by about 15,000 units) and Honda Passport (by roughly 22,000 units).

Sales Numbers - Two-Row Midsize Mainstream Crossovers - Q1 2020 - United States

MODEL Q1 20 / Q1 19 Q1 20 Q1 19 Q1 20 SHARE Q1 19 SHARE
JEEP GRAND CHEROKEE -13.27% 50,083 57,749 34% 42%
FORD EDGE -4.27% 29,599 30,920 20% 23%
CHEVROLET BLAZER +632.51% 22,144 3,023 15% 2%
HYUNDAI SANTA FE -27.98% 20,658 28,683 14% 21%
NISSAN MURANO +33.71% 15,683 11,729 11% 9%
HONDA PASSPORT +62.71% 7,833 4,814 5% 4%
TOTAL +6.63% 146,000 136,918

The mainstream mid-size, two-row crossover segment expanded 6.7 percent to 146,000 units during the first quarter of 2020.

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The Ford Authority Take

The slight decline in Ford Edge sales during Q1 2020 is a bit disappointing, especially following the 3 percent growth during the 2019 calendar year. We attribute the decrease in Edge deliveries during the quarter to the following two factors:

  1. Increased competition from new entrants, including the Chevrolet Blazer and Honda Passport.
  2. The ongoing Coronavirus pandemic, which has halted production of Ford vehicles in North America and beyond, while drastically reducing showroom traffic.

Looking ahead, we expect sales of all vehicles, including Ford Edge sales, to decline significantly in the near-term future, as long as production continues to be impacted by the COVID-19 pandemic. In fact, the virus has caused production to be halted at all Ford North America plants, including the Ford Oakville plant in Canada where the Edge is assembled. However, sales should trend upward once the pandemic begins to subside, production resumes, and life – along with the economy at large – begins to return to more normal levels.

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About The Numbers

  • All percent change figures compared to Ford Edge sales in Q1 2019, except if noted
  • In the United States, there were 76 selling days in Q1 2020 and 76 selling days in Q1 2019

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Written by Francisco Cruz

Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance.

Frank's a real jokester, too.

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