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Ford UK loses its Edge after disappointing sales

Published 04 June 2019

Ford has axed the Edge from its UK line-up due to disappointing sales. 

The large luxury SUV was introduced to the UK in 2016, following strong sales in the USA. However, with prices starting at £37,000, the Skoda Kodiaq rival has struggled to replicate its success in the UK car market. 

The news comes just two months after Ford announced that the C-Max was being dropped from sale in a bid to save money as the brand concentrates on models in higher demand.

In a statement to HonestJohn.co.uk, Ford said: "The decision to limit Edge availability to seven key markets is in line with our strategy aimed at strengthening the Ford brand and creating a sustainably profitable business in Europe, including by taking action to improve or exit less profitable vehicle lines.

"Edge will continue to be sold in seven key European markets, with vehicle availability for customers in all other European markets as long as stocks last. We are introducing other exciting vehicles soon that will better match customer demand and build on our success in the growing utility segment in Europe."

Sales of the Kuga and EcoSport will be unaffected by the announcement, with the Kuga being replaced with an all-new model in 2020.

Comments

HighlanderUK    on 4 June 2019

was expected, too heavy/thirsty/expensive, some badge snobbery, name and diesel only all didn't help the Edge's sales. Plus only 2 & 3 year Ford finance terms not helping when rivals are offering 2, 3, 4 and 5 year deals.

gavsmit    on 4 June 2019

That ridiculous price tag may have something to do with it not selling.

Ford should stick to what they sell well and are known for, in the UK at least - some of the kind of people they were trying to appeal to with this car wouldn't be looking past the badge on the grill, no matter how good the car itself might have been.

Falkirk Bairn    on 6 June 2019

Neighbour had one for a few days when his car was in for repairs.

Too big on the outside, the internal space was "not generous", handling was not to his liking.

His opinion was that the car was designed by picking ill-matched components from the Ford parts catalogue.

Billy Mac    on 6 June 2019

It is very surprising that build quality has not figured in any comments. Perhaps you should ask the few punters who did buy an Edge.

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