Ford Motor Co. is struggling through losses, layoffs and a sharp drop in demand for its gas-guzzling trucks and SUV’s. Ford desperately needs Edge, its new mini-SUV, to have a successful debut next month.
This week Ford rented out Justin Herman plaza to showcase the Edge and fete major customers and dealers. The Edge has an attractive mix of price (under $30K), performance (V6, 265 hp), and fuel economy (18 city / 25 hwy), but the car seems only evolutionary, not revolutionary.
We need to replace our old wagon, and the Edge could be the ticket, but we have a policy, confirmed by sad experience over many years and products, of never buying a product in its year of introduction. Nevertheless, here’s hoping that Ford can restore luster to an iconic American brand and that the Edge is more Taurus or Mustang than Edsel. © 2006 Stephen Yuen
[Update - 10/23: Ford announced a loss of $5.8 billion for the quarter ended September 30. Even when a billion ain't what it used to be, that's still a big number.]