Amid speculation about rising auto prices due to the higher cost of commodities and increased regulations, Ford Motor Company on Tuesday announced that it will lower the price of its 2011 Edge crossover by $200 compared with the current model. Ford said the starting price for the restyled vehicle will be $27,995 including shipping.
Speaking at a press event in Nashville, Ford executives said that the lower pricing does not reflect a decrease in amenities or performance. In fact, the 2011 Edge’s base engine delivers more power and improved fuel efficiency than the current engine.
They said the new front-wheel-drive version’s 3.5-liter V-6 engine has been rated at 19 mpg city / 27 mpg highway compared with the current 18 mpg city / 25 mpg highway rating. Buyers will initially have a choice of two engines: the 3.5-liter V-6 of a 3.7-liter V-6. Next year, Ford will add its Ecoboost turbocharged direct-injection engine as a third option.
They said the increased fuel efficiency of the 2011 model also resulted from Ford engineer’s ability to trim 15 lbs. off of the front-wheel-drive variant and 40 lbs. off of the all-wheel-drive model.
For 2011, Ford has given the Edge a restyled front grille and equipped it with side-mounted rocker panels for better aerodynamics. The crossover will also feature MyFord Touch technology on all models.
Ford will launch an integrated television and online ad campaign to promote the launch of the 2011 Edge later this month. The campaign will run through early September. Over the last year, Ford has had great success with digital marketing like its “Fiesta Movement” campaign aimed at increasing awareness of its re-introduced Fiesta small car.
Last month Ford grabbed headlines when it announced that it was pricing the 2011 Lincoln MKZ hybrid the same as its non-hybrid sibling. In a statement announcing the pricing parity between the hybrid and non-hybrid models, Ford and Lincoln general manager of marketing John Felice said, “We want to give customers premium amenities with unexpected value.”
Commenting on the automakers decision to cut the price of the 2011 Edge, Ford’s group marketing manager for crossovers and cars Amy Marentic said the automaker’s philosophy is “taking a great idea and making it better.”
During the first seven months of this year, sales of the Edge crossover rose 33% compared with the same period in 2009 to 65,369 units.
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