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Ford Edge Sales Decrease 37 Percent In Q2 2020

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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 2019YTD 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 2019YTD 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 2019YTD 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.

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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, 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).

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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:

  1. Increased competition from new entrants, including the Chevrolet Blazer and Honda Passport.
  2. 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.

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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

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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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4 Comments

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  1. 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.

    • You should take over Ford. You obviously know much more about selling vehicles than they doing, judging by your comments on a random Ford Forum.

      • I’m sure you could also do a better job running the company than the furniture guy, discontinuing sedans will hurt this company in more ways than one in the future. Alienating Ford sedan owners is not a good way of doing business, they will buy sedans from another make like me. Buy the way, start keeping track of this company’s stock price, (it is having a hard time staying above $7/share) the decline in this company’s stock price is the reason the furniture guy is leaving on Oct 1, should have never been hired in the first place. Then again Bill Ford Jr has a history of hiring the wrong people, does the name Matt Millen ring a bell?

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