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Ford Edge Sales Place Sixth In Segment During Q4 2020

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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 2019YTD 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 2019YTD 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 2019YTD 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
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Comments

  1. Chris

    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.

    Reply
  2. Phillip

    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.

    Reply

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