Ford Edge sales decreased in the United States and Mexico during the fourth quarter of 2020.
Ford Edge Sales - Q4 2020 - United States
In the United States, Ford Edge deliveries totaled 32,024 units in Q4 2020, a decrease of about 15 percent compared to 37,621 units sold in Q4 2019.During the complete 2020 calendar year, Edge sales decreased about 21 percent to 108,886 units.
| MODEL | Q4 2020 / Q4 2019 | Q4 2020 | Q4 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| EDGE | -14.88% | 32,024 | 37,621 | -21.39% | 108,886 | 138,515 |
Ford Edge Sales - Q4 2020 - Canada
In Canada, Ford Edge deliveries totaled 3,440 units in Q4 2020.During the complete 2020 calendar year, Edge sales totaled 13,214 units.
| MODEL | Q4 2020 / Q4 2019 | Q4 2020 | Q4 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| EDGE | * | 3,440 | * | * | 13,214 | 0 |
Ford Edge Sales - Q4 2020 - Mexico
In Mexico, Ford Edge deliveries totaled 64 units in Q4 2020, a decrease of about 69 percent compared to 205 units sold in Q4 2019.During the complete 2020 calendar year, Edge sales decreased about 62 percent to 325 units.
| MODEL | Q4 2020 / Q4 2019 | Q4 2020 | Q4 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| EDGE | -68.78% | 64 | 205 | -61.76% | 325 | 850 |
Competitive Sales Comparison (USA)
The 15 percent contraction in Q4 2020 Ford Edge sales in the U.S. keeps the midsize crossover in sixth place in its overall segment, which consists of 21 models. The Toyota Highlander led the segment in first place, while the Edge’s corporate cousin, the Ford Explorer, took second with an impressive increase of over 29 percent. It was followed by the Jeep Grand Cherokee, Chevrolet Traverse and Honda Pilot in third, fourth, and fifth places, respectively. The Edge followed in sixth, outselling the Volkswagen Atlas, Hyundai Santa Fe, Kia Telluride, Chevrolet Blazer, Hyundai Palisade, GMC Acadia, Subaru Ascent, Kia Sorento, Nissan Murano, Dodge Durango, Honda Passport, Toyota Venza, Nissan Pathfinder, Mazda CX-9, and Mitsubishi Outlander.
Sales Numbers - Midsize & Full-Size Mainstream Crossovers - Q4 2020 - United States
| MODEL | Q4 20 / Q4 19 | Q4 20 | Q4 19 | Q4 20 SHARE | Q4 19 SHARE | YTD 20 / YTD 19 | YTD 20 | YTD 19 |
|---|---|---|---|---|---|---|---|---|
| TOYOTA HIGHLANDER | +19.75% | 70,975 | 59,268 | 13% | 11% | -11.34% | 212,276 | 239,438 |
| FORD EXPLORER | +28.71% | 66,008 | 51,284 | 12% | 10% | +20.93% | 226,217 | 187,061 |
| JEEP GRAND CHEROKEE | -1.72% | 56,930 | 57,929 | 10% | 11% | -13.66% | 209,786 | 242,969 |
| CHEVROLET TRAVERSE | +23.50% | 41,534 | 33,631 | 7% | 6% | -14.67% | 125,546 | 147,122 |
| HONDA PILOT | +8.93% | 33,811 | 31,039 | 6% | 6% | -8.29% | 123,813 | 135,008 |
| FORD EDGE | -14.88% | 32,024 | 37,621 | 6% | 7% | -21.39% | 108,886 | 138,515 |
| VOLKSWAGEN ATLAS | +44.22% | 31,445 | 21,803 | 6% | 4% | +7.18% | 87,362 | 81,508 |
| HYUNDAI SANTA FE | -2.31% | 30,337 | 31,054 | 5% | 6% | -20.90% | 100,757 | 127,373 |
| KIA TELLURIDE | +47.02% | 28,514 | 19,395 | 5% | 4% | +28.20% | 75,129 | 58,604 |
| CHEVROLET BLAZER | +1.02% | 23,243 | 23,008 | 4% | 4% | +62.78% | 94,599 | 58,115 |
| HYUNDAI PALISADE | +44.50% | 22,078 | 15,279 | 4% | 3% | +187.66% | 82,661 | 28,736 |
| GMC ACADIA | +9.79% | 21,378 | 19,471 | 4% | 4% | -27.05% | 72,537 | 99,429 |
| SUBARU ASCENT | -18.84% | 17,788 | 21,916 | 3% | 4% | -17.49% | 67,623 | 81,958 |
| KIA SORENTO | -40.28% | 14,185 | 23,751 | 3% | 5% | -22.17% | 74,677 | 95,951 |
| NISSAN MURANO | -25.63% | 13,396 | 18,013 | 2% | 3% | -14.78% | 58,255 | 68,361 |
| DODGE DURANGO | -17.39% | 12,372 | 14,977 | 2% | 3% | -14.45% | 57,828 | 67,599 |
| HONDA PASSPORT | +8.58% | 11,902 | 10,962 | 2% | 2% | +9.65% | 39,567 | 36,085 |
| TOYOTA VENZA | * | 11,405 | 0 | 2% | 0% | +145,155.56% | 13,073 | 9 |
| NISSAN PATHFINDER | -32.39% | 11,054 | 16,349 | 2% | 3% | -26.05% | 48,579 | 65,691 |
| MAZDA CX-9 | -13.13% | 7,226 | 8,318 | 1% | 2% | +2.89% | 27,638 | 26,861 |
| MITSUBISHI OUTLANDER | -51.09% | 3,665 | 7,494 | 1% | 1% | -28.53% | 27,132 | 37,965 |
| TOTAL | +7.41% | 561,270 | 522,562 | -4.47% | 1,933,941 | 2,024,358 |
The Edge accounted for 6 percent segment share, well behind the 13 and 12 percent share held by the Highlander and Explorer, respectively.
The mainstream mid- and full-size crossover segments, comprised of CUVs with a starting price point around $30,000, expanded 7.4 percent to 561,270 units in Q4 2020.
Narrowing down the segment to midsize crossovers with two rows of seating, the Edge was in second place out of seven, behind the Jeep Grand Cherokee by around 24,000 units, but ahead of the Hyundai Santa Fe, Chevrolet Blazer, Nissan Murano, Honda Passport, and Toyota Venza.
Sales Numbers - Two-Row Midsize Mainstream Crossovers - Q4 2020 - United States
| MODEL | Q4 20 / Q4 19 | Q4 20 | Q4 19 | Q4 20 SHARE | Q4 19 SHARE | YTD 20 / YTD 19 | YTD 20 | YTD 19 |
|---|---|---|---|---|---|---|---|---|
| JEEP GRAND CHEROKEE | -1.72% | 56,930 | 57,929 | 32% | 32% | -13.66% | 209,786 | 242,969 |
| FORD EDGE | -14.88% | 32,024 | 37,621 | 18% | 21% | -21.39% | 108,886 | 138,515 |
| HYUNDAI SANTA FE | -2.31% | 30,337 | 31,054 | 17% | 17% | -20.90% | 100,757 | 127,373 |
| CHEVROLET BLAZER | +1.02% | 23,243 | 23,008 | 13% | 13% | +62.78% | 94,599 | 58,115 |
| NISSAN MURANO | -25.63% | 13,396 | 18,013 | 7% | 10% | -14.78% | 58,255 | 68,361 |
| HONDA PASSPORT | +8.58% | 11,902 | 10,962 | 7% | 6% | +9.65% | 39,567 | 36,085 |
| TOYOTA VENZA | * | 11,405 | 0 | 6% | 0% | +145,155.56% | 13,073 | 9 |
| TOTAL | +0.36% | 179,237 | 178,587 | -6.93% | 624,923 | 671,427 |
The mainstream mid-size, two-row crossover segment grew less than 1 percent to 179,237 units during the fourth quarter of 2020.
The Ford Authority Take
Fourth quarter 2020 Ford Edge sales 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 Highlander and Venza, along with substantial incentives on the Jeep Grand Cherokee.
Luckily, the 2021 Ford Edge is seeing various updates in the form of a significantly larger center screen and a revised transmission on the high-performance Edge ST model.
The Ford Edge might not see a next generation after the current model runs its lifecycle, which is expected to be around the 2023 calendar year.
About The Numbers
- All percent change figures compared to Ford Edge sales in Q4 2019, unless noted otherwise
- In the United States, there were 79 selling days in Q4 2020 and 78 selling days in Q4 2019
Comments
The sales numbers and ranking are very respectable. We’ll see what happens sales-wise with this new vertical 12 inch center stack screen. I agree the Edge interior needed updating but this screen overpowers the entire cabin. It also takes away the nighttime blue ambiance of the buttons and knobs.
The edge is doing respectable considering its age and more likely Ford has already recouped their development costs, but the design nonetheless is very old. The competition is greater, nicer, and probably has more features. Imo, since the 5 and 7 passenger versions start around the same range, why not go bigger anyway. The edge is still a good suv, but its time for a complete overall.