Ford Edge sales decreased in the United States, Canada, and Mexico during the second quarter of 2020.
Ford Edge Sales - Q2 2020 - United States
In the United States, Ford Edge deliveries totaled 21,052 units in Q2 2020, a decrease of about 37 percent compared to 33,314 units sold in Q2 2019.In the first six months of the year, Edge sales decreased about 21 percent to 50,651 units.
| MODEL | Q2 2020 / Q2 2019 | Q2 2020 | Q2 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| EDGE | -36.81% | 21,052 | 33,314 | -21.15% | 50,651 | 64,234 |
Ford Edge Sales - Q2 2020 - Canada
In Canada, Ford Edge deliveries totaled 2,874 units in Q2 2020, a decrease of about 58 percent compared to 6,820 units sold in Q2 2019.In the first six months of the year, Edge sales decreased about 48 percent to 5,504 units.
| MODEL | Q2 2020 / Q2 2019 | Q2 2020 | Q2 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| EDGE | -57.86% | 2,874 | 6,820 | -48.46% | 5,504 | 10,679 |
Ford Edge Sales - Q2 2020 - Mexico
In Mexico, Ford Edge deliveries totaled 99 units in Q2 2020, a decrease of about 50 percent compared to 197 units sold in Q2 2019.In the first six months of the year, Edge sales decreased about 45 percent to 215 units.
| MODEL | Q2 2020 / Q2 2019 | Q2 2020 | Q2 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| EDGE | -49.75% | 99 | 197 | -44.59% | 215 | 388 |
Competitive Sales Comparison
U.S. Ford Edge sales contracted nearly 37 percent during Q2 2020, placing the midsize crossover in seventh place in its overall segment. The Jeep Grand Cherokee led the segment in first place, followed by the Edge’s corporate cousin, the Ford Explorer, Toyota Highlander, Honda Pilot, Hyundai Santa Fe, and Chevrolet Traverse.
Sales Numbers - Midsize & Full-Size Mainstream Crossovers - Q2 2020 - United States
| MODEL | Q2 20 / Q2 19 | Q2 20 | Q2 19 | Q2 20 SHARE | Q2 19 SHARE | YTD 20 / YTD 19 | YTD 20 | YTD 19 |
|---|---|---|---|---|---|---|---|---|
| JEEP GRAND CHEROKEE | -29.30% | 46,326 | 65,523 | 12% | 13% | -21.79% | 96,409 | 123,272 |
| FORD EXPLORER | +26.76% | 44,839 | 35,374 | 12% | 7% | +14.06% | 101,149 | 88,680 |
| TOYOTA HIGHLANDER | -46.76% | 31,181 | 58,562 | 8% | 11% | -28.88% | 79,071 | 111,183 |
| HONDA PILOT | -12.90% | 30,917 | 35,495 | 8% | 7% | -19.92% | 54,815 | 68,452 |
| HYUNDAI SANTA FE | -39.50% | 23,527 | 38,888 | 6% | 8% | -35.73% | 43,429 | 67,571 |
| CHEVROLET TRAVERSE | -41.51% | 22,314 | 38,152 | 6% | 7% | -27.59% | 52,409 | 72,375 |
| FORD EDGE | -36.81% | 21,052 | 33,314 | 5% | 7% | -21.15% | 50,651 | 64,234 |
| KIA SORENTO | -15.63% | 19,741 | 23,399 | 5% | 5% | -19.61% | 37,796 | 47,018 |
| CHEVROLET BLAZER | +67.57% | 19,726 | 11,772 | 5% | 2% | +183.00% | 41,870 | 14,795 |
| HYUNDAI PALISADE | +4,956.40% | 19,366 | 383 | 5% | 0% | +9,418.28% | 36,455 | 383 |
| VOLKSWAGEN ATLAS | -24.95% | 16,321 | 21,747 | 4% | 4% | -15.90% | 31,728 | 37,726 |
| SUBARU ASCENT | -25.02% | 15,773 | 21,035 | 4% | 4% | -21.72% | 31,397 | 40,108 |
| GMC ACADIA | -46.37% | 15,242 | 28,420 | 4% | 6% | -44.77% | 32,928 | 59,620 |
| NISSAN MURANO | +0.34% | 14,292 | 14,243 | 4% | 3% | +15.41% | 29,975 | 25,972 |
| DODGE DURANGO | -41.45% | 11,694 | 19,972 | 3% | 4% | -20.25% | 29,499 | 36,991 |
| NISSAN PATHFINDER | -53.26% | 8,861 | 18,958 | 2% | 4% | -25.77% | 26,953 | 36,312 |
| KIA TELLURIDE | -52.05% | 8,550 | 17,832 | 2% | 3% | +9.25% | 25,376 | 23,227 |
| HONDA PASSPORT | -15.79% | 8,190 | 9,726 | 2% | 2% | +10.20% | 16,023 | 14,540 |
| MAZDA CX-9 | +14.26% | 6,232 | 5,454 | 2% | 1% | +13.30% | 13,451 | 11,872 |
| MITSUBISHI OUTLANDER | -76.92% | 2,735 | 11,849 | 1% | 2% | -39.26% | 15,544 | 25,589 |
| TOTAL | -24.16% | 386,879 | 510,098 | -12.68% | 846,928 | 969,920 |
On a segment share basis, the Edge accounted for 5 percent segment share, well behind the 12 percent share held by the Jeep Grand Cherokee but ahead of the 4 percent each held by the Volkswagen Atlas, Subaru Ascent, GMC Acadia and Nissan Murano.
The mainstream mid- and full-size crossover segments, comprised of CUVs with a starting price in the vicinity of $30,000, contracted by over 24 percent to 386,879 units in Q2 2020.
Narrowing down the segment to only midsize crossovers with two rows of seating, the Edge was third to the Jeep Grand Cherokee (by around 25,000 units) and the Hyundai Santa Fe claimed second place, outselling the Edge by 2,475 units.
The Edge outsold the remaining contenders, including the new Chevrolet Blazer (by about 1,300 units), Nissan Murano (by about 6,800 units) and Honda Passport (by roughly 13,000 units).
Sales Numbers - Two-Row Midsize Mainstream Crossovers - Q2 2020 - United States
| MODEL | Q2 20 / Q2 19 | Q2 20 | Q2 19 | Q2 20 SHARE | Q2 19 SHARE | YTD 20 / YTD 19 | YTD 20 | YTD 19 |
|---|---|---|---|---|---|---|---|---|
| JEEP GRAND CHEROKEE | -29.30% | 46,326 | 65,523 | 35% | 38% | -21.79% | 96,409 | 123,272 |
| HYUNDAI SANTA FE | -39.50% | 23,527 | 38,888 | 18% | 22% | -35.73% | 43,429 | 67,571 |
| FORD EDGE | -36.81% | 21,052 | 33,314 | 16% | 19% | -21.15% | 50,651 | 64,234 |
| CHEVROLET BLAZER | +67.57% | 19,726 | 11,772 | 15% | 7% | +183.00% | 41,870 | 14,795 |
| NISSAN MURANO | +0.34% | 14,292 | 14,243 | 11% | 8% | +15.41% | 29,975 | 25,972 |
| HONDA PASSPORT | -15.79% | 8,190 | 9,726 | 6% | 6% | +10.20% | 16,023 | 14,540 |
| TOTAL | -23.26% | 133,113 | 173,466 | -10.32% | 278,357 | 310,384 |
The mainstream mid-size, two-row crossover segment contracted over 23 percent to 133,113 units during the second quarter of 2020.
The Ford Authority Take
The decline in Ford Edge sales during Q2 2020 is disappointing after the slight decrease reported in Q1 2020 and the 3 percent growth during the 2019 calendar year. That said, the drop isn’t unexpected. We attribute the decrease in Edge deliveries during the quarter to the following two factors:
- Increased competition from new entrants, including the Chevrolet Blazer and Honda Passport.
- Impacts of the Coronavirus pandemic, which halted production of Ford vehicles in North America and beyond, reducing vehicle supply at the dealer level. Ford production has since resumed according to plan. Additionally, Q2 2020 was negatively impacted by reduced showroom traffic and weakened buying power.
Making matters worse is that Ford Edge might not see a next generation after the current model runs out its lifecycle around the 2023 calendar year.
About The Numbers
- All percent change figures compared to Ford Edge sales in Q2 2019, unless noted otherwise
- In the United States, there were 77 selling days in Q2 2020 and 77 selling days in Q2 2019
Comments
Maybe Ford made a huge mistake running from sedans. Maybe Ford isn’t going 🤔 to own the SUV/CUV market. Maybe Ford is going to become irrelevant in the US vehicle market.
They basically became irrelevant the day the inexperienced unqualified furniture guy was hired as CEO back in 2017.