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.]
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