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Ford Hoping New Crossover Will Give It Edge

Houston Chronicle/AP, Wednesday, October 18, 2006 12:45 PM

Ford executives say the teardrop-shaped Edge, the latest entry into the crossover market, is crucial to helping it reverse a market share slide from about 26% in 1995 to around 17% this year. But Ford's President of the Americas Mark Fields cautions that Edge alone can't save Ford. "This is not the silver bullet that the company is looking for because in this day and age, you need to have lots of products," Fields says.

Jeff Schuster, executive director of global forecasting for J.D. Power and Associates, says the Edge's body styling and other features should make it a solid performer in a growing segment of the market, in which buyers want SUV features with the gas mileage and handling of a car. While the Edge won't replace sales of the popular Taurus, it should settle in around 100,000 vehicles per year, Schuster says. It's in showrooms next month.

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