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Ford Edge Sales Fall To Seventh Place In Segment During Q3 2020

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Ford Edge sales decreased in the United States, Canada and Mexico during the third quarter of 2020.

Ford Edge Sales - Q3 2020 - United States

In the United States, Ford Edge deliveries totaled 26,211 units in Q3 2020, a decrease of about 29 percent compared to 36,660 units sold in Q3 2019.

In the first nine months of the year, Edge sales decreased about 24 percent to 76,862 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
EDGE -28.50% 26,211 36,660 -23.82% 76,862 100,894

Ford Edge Sales - Q3 2020 - Canada

In Canada, Ford Edge deliveries totaled 4,270 units in Q3 2020, a decrease of about 18 percent compared to 5,191 units sold in Q3 2019.

In the first nine months of the year, Edge sales decreased about 38 percent to 9,774 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
EDGE -17.74% 4,270 5,191 -38.41% 9,774 15,870

Ford Edge Sales - Q3 2020 - Mexico

In Mexico, Ford Edge deliveries totaled 46 units in Q3 2020, a decrease of about 82 percent compared to 257 units sold in Q3 2019.

In the first nine months of the year, Edge sales decreased about 60 percent to 261 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
EDGE -82.10% 46 257 -59.53% 261 645

Competitive Sales Comparison

The 29 percent contraction in Q3 2020 Ford Edge sales in the U.S. keeps the midsize crossover in seventh place in its overall segment, which consists of 21 models. The Edge’s corporate cousin, the Ford Explorer, led the segment in first place with an impressive increase of over 87 percent, followed by the Jeep Grand Cherokee, Honda Pilot, Chevrolet Traverse, Chevrolet Blazer, and Hyundai Santa Fe, and the Edge.

Sales Numbers - Midsize & Full-Size Mainstream Crossovers - Q3 2020 - United States

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
FORD EXPLORER +87.22% 59,060 31,546 11% 6% +33.26% 160,209 120,226
JEEP GRAND CHEROKEE -8.61% 56,447 61,768 11% 12% -17.39% 152,856 185,040
HONDA PILOT -0.93% 35,187 35,517 7% 7% -13.43% 90,002 103,969
CHEVROLET TRAVERSE -23.14% 31,603 41,116 6% 8% -25.97% 84,012 113,491
CHEVROLET BLAZER +45.17% 29,486 20,312 6% 4% +103.25% 71,356 35,107
HYUNDAI SANTA FE -6.11% 26,991 28,748 5% 6% -26.89% 70,420 96,319
FORD EDGE -28.50% 26,211 36,660 5% 7% -23.82% 76,862 100,894
VOLKSWAGEN ATLAS +10.06% 24,189 21,979 5% 4% -6.34% 55,917 59,705
HYUNDAI PALISADE +84.55% 24,128 13,074 5% 3% +350.20% 60,583 13,457
KIA SORENTO -9.87% 22,696 25,182 4% 5% -16.22% 60,492 72,200
KIA TELLURIDE +32.89% 21,239 15,982 4% 3% +18.89% 46,615 39,209
SUBARU ASCENT -7.50% 18,438 19,934 4% 4% -17.00% 49,835 60,042
GMC ACADIA -10.36% 18,231 20,338 3% 4% -36.02% 51,159 79,958
TOYOTA HIGHLANDER -13.58% 59,615 68,986 11% 13% -21.57% 141,301 180,169
DODGE DURANGO +2.09% 15,957 15,631 3% 3% -13.62% 45,456 52,622
NISSAN MURANO -38.94% 14,884 24,376 3% 5% -10.90% 44,859 50,348
HONDA PASSPORT +10.01% 11,642 10,583 2% 2% +10.12% 27,665 25,123
NISSAN PATHFINDER -18.86% 10,572 13,030 2% 3% -23.95% 37,525 49,342
MITSUBISHI OUTLANDER +62.29% 7,923 4,882 2% 1% -22.99% 23,467 30,471
MAZDA CX-9 +4.35% 6,961 6,671 1% 1% +10.08% 20,412 18,543
TOYOTA VENZA +23,728.57% 1,668 7 0% 0% +18,433.33% 1,668 9
TOTAL +1.32% 523,128 516,322 -7.64% 1,372,671 1,486,244

The Edge accounted for 5 percent segment share, well behind the 12 percent share held by the Explorer but ahead of the 4 percent each held by the Kia Telluride, Subaru Ascent, GMC Acadia and Toyota Highlander. The Nissan Murano saw the largest decline during the quarter, with 39 percent.

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The mainstream mid- and full-size crossover segments, comprised of CUVs with a starting price point around $30,000, expanded 1.32 percent to 523,128 units in Q3 2020.

Narrowing down the segment to midsize crossovers with two rows of seating, the Edge was in fourth place out of seven, behind the Jeep Grand Cherokee by around 30,000 units. Meanwhile, the Chevrolet Blazer took second, and the Hyundai Santa Fe claimed third place, outselling the Edge by just 780 units. The Edge outsold the three remaining contenders, including the Nissan Murano (by about 11,300 units), Honda Passport (by roughly 14,600 units) and Toyota Venza.

Sales Numbers - Two-Row Midsize Mainstream Crossovers - Q3 2020 - United States

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
JEEP GRAND CHEROKEE -8.61% 56,447 61,768 34% 34% -17.39% 152,856 185,040
CHEVROLET BLAZER +45.17% 29,486 20,312 18% 11% +103.25% 71,356 35,107
HYUNDAI SANTA FE -6.11% 26,991 28,748 16% 16% -26.89% 70,420 96,319
FORD EDGE -28.50% 26,211 36,660 16% 20% -23.82% 76,862 100,894
NISSAN MURANO -38.94% 14,884 24,376 9% 13% -10.90% 44,859 50,348
HONDA PASSPORT +10.01% 11,642 10,583 7% 6% +10.12% 27,665 25,123
TOYOTA VENZA +23,728.57% 1,668 7 1% 0% +18,433.33% 1,668 9
TOTAL -8.29% 167,329 182,454 -9.57% 445,686 492,840

The mainstream mid-size, two-row crossover segment contracted 8.3 percent to 167,329 units during the third quarter of 2020.

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The Ford Authority Take

Q3 2020 Ford Edge sales showed a recovery compared to the prior quarter. However, The Blue Oval’s midsize CUV still underperformed the segment by a significant margin. We attribute the decrease in Edge deliveries during the quarter to increased levels of competition from new entrants, including the Chevrolet Blazer, Honda Passport, and Hyundai Santa Fe and Toyota Venza.

Making matters worse is the fact that the 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 Q3 2019, unless noted otherwise
  • In the United States, there were 77 selling days in Q2 2020 and 76 selling days in Q3 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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13 Comments

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  1. Ford has to update the interior of the Edge. They did a nice job on the facelift in 2019 but the interior namely the center stack needs to be reworked. Looks dated. Sales will punch back up if they do it. It’s a sharp looking automobile.

  2. Agree with your comments that interior is dated, but exterior is attractive. I believe the main reason for the sales drop is the fact that they have pretty much announced that the car is being discontinued. That fact turns off many potential buyers.

  3. the CD segemnt crossover fits very well with a whole lot of folks. If Edge is being discontinued, will there be a replacement? It will be short sightedness on Ford’s part ifthey leave this space to Bronco

  4. The Edge fills the space between the Escape and the Explorer. It must return as a hybrid and a PHEV, so it will sell better than the competition.

  5. I currently own a 2010 and ‘14 Ford Edge. The reason being is that I live at the Jersey shore 4-5 months a year . The barrier island streets flood and the ground clearance of the Edge allows us to drive if necessary. The Ford Edge serves it’s purpose as an SUV (hauling, long distance travel, comfortable ride with safety). It’s a keeper!

  6. I will be sorry if the Edge is discontinued. My 2015 Sport is a terrific vehicle, small enough to fit in the garage and large enough to get into. (The Explorer is too wide — maybe folding side mirrors would help — and the Escape is too small given our bad backs.) The giddy-up and go, the mileage (45k avg 21.8), the interior space front and rear for packages or luggage all are pluses.

    Buying new Fords since 1965, first was 1953.

  7. Edges are great vehicles, I’ve owned 2 of them. But there’s no way I would buy a brand new one considering how cheap the used ones sell for. You can get a barely used model for 16-22K.

  8. My wife and I own a purchased new 2017 Edge Sport. It’s my wife vehicle and she loves her Edge. She enjoys everything about it including the performance. Ford swung and missed with it’s refresh. The current Edge using the ST compared to our 2017 Sport which are basically the same vehicle reflects a new and what I find unattractive grill. Still a front wheel drive vehicle with an Awd option. The Pricing is to high compared to most of the competition. The interior was forgotten in the refresh. I find the Edge an attractive crossover, but in a crowded class and close to Explorer pricing. Buyer are passing over the Edge. Revamp the front end with a more modern grill and headlights. Stop with the Mustang styled grill in the Edge and the Escape. Utilize the new rear wheel drive explorer frame with an Awd option. Upgrade the interior layout and use better materials borrowing some of the Lincoln interior materials in the higher end Edge Platinum and ST. Speaking of the ST. Make it a true ST instead of taking the Sport and calling it an ST. More horsepower would be a great start. If you want to kill the sales of a vehicle. Announce it’s being discontinued. While at my local ford dealership getting an oil change. I walked the new car lots and unlike 40+ Ecosports. I found one white Edge ST. Pretty tough selling them if dealers aren’t stocking them. And maybe a little marketing for the Edge might help. Ford appears to like eliminating vehicles and introducing new ones. The problem with the new ones is how long they take bringing them to market. I’m a Ford fan, but stop shooting your self in the foot. In my opinion. Ford made a huge mistake discontinuing the Fusion in the US.

  9. I think what may be overlooked here is a significant drop on rental/fleet sales for the Edge. Models that have a large, % of rental business have seen large drops in volume. Actual retail numbers may be holding up just fine.

  10. If they want sales to go up dump the front wheel drive and make it rear wheel drive and AWD, when will you car companies learn front wheel drive is crap.

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