Back in June, we covered a report that surprisingly claimed the Ford Edge was set to be discontinued after the current generation had run its course. This was before a new labor deal with Unifor was reached, at a time when the future of the Ford Oakville Assembly Plant was in question. Now, the plant is due to receive a large investment to produce all-electric vehicles beginning in 2024. However, the Ford Edge – or Ford Endura as it’s known in Australia – has been discontinued in that country.
Rumors surrounding the demise of the Ford Endura in Australia have been swirling for some time now, as we reported back in September, but Ford Australia has now officially confirmed the move.
“With the expansion of the Ford SUV lineup in 2020 to include the all-new Puma and Escape, as well as our growing Everest offerings, we’ve decided to hone our SUV line-up to these three vehicles,” Ford Australia communications director Matt Moran said. “Puma and Escape are our fresh entries in two of the fastest-growing segments in Australia, so this is where we see significant opportunity.”
It’s not a terribly surprising bit of news, given how poorly the Endura has sold in the country since its debut back in 2018. In fact, Ford has sold five times as many Everests in that time period, and as of the end of October, Ford Australia had only moved 1,015 units of the Endura year-to-date.
The Endura faced a number of challenges from its launch, beginning with a rather high starting MSRP of $44,900 ($32,455) with options pushing that number all the way up to $70,000 ($50,598). It also lacks a third row, gasoline engine option, and was tasked with replacing the popular Territory, which is the only SUV ever to be designed, engineered, and built in Australia.