by Ford Edge: A two-year supply in stock and massive discounts
Ford has made many short-sighted decisions over the past few years, and these mistakes are costing it billions. While the main focus is on the failed push into the electric vehicle market, more and more analysts are paying attention to the decision to discontinue the Escape and Edge models.
Many assumed that Escape buyers would simply switch to the Bronco Sport, but sales charts suggest otherwise. Furthermore, the Edge sold over 100,000 units annually in the US. This is a huge volume that the company is handing over to competitors, even if some customers can be persuaded to choose the Explorer.
Read more: Farley says Ford couldn’t compete with Toyota and Hyundai, so it stopped trying
Leftover inventory and prices below $30,000
A quick search shows that dealers still have over 100 new Edges. For example, at Mullinax Ford in Florida, a 2024 Edge SE is offered for just $27,999. This is cheaper than the Bronco Sport and is achieved thanks to a dealer discount of $11,961.
Even bigger savings can be found on the West Coast. Downtown Ford Sacramento offers an Edge SE valued at $41,520 for $29,605. The price includes an $85 documentation fee and a $12,000 discount.
A similar situation exists in Illinois, where Hawk Ford of Carol Stream provides an $11,721 discount on another Edge SE. This lowers the starting price from $41,720 to $30,412 (after various fees).
ST Line and other versions
If you are interested in the Edge ST Line, you will have to pay significantly more. Herlong Ford offers a white vehicle for $38,998, which is only $9,157 below the initial MSRP of $48,155.
Ironically, Michigan City Ford claimed their 2024 Edge “won’t stay on the lot long!” We would beg to differ, as they are asking $37,202.
A reminder of the model’s past and future
As a reminder, the last North American Edge rolled off the assembly line in Canada over two years ago. In China, the long-wheelbase Edge L is still being produced, and it is even being imported to Mexico with a hybrid powertrain based on the 2.0-liter EcoBoost engine.
The situation with the buildup of Edge inventory at dealerships demonstrates how risky a decision to discontinue a popular model can be without a clear replacement strategy. Despite aggressive discounts, which in some cases reach $12,000, demand remains low. This indicates that buyers are in no rush to purchase a car that is no longer in production and are likely considering competitor offers. For Ford, this is not only a financial loss due to the need to subsidize sales but also a signal that abandoning proven models in favor of new, more expensive ones (like the Explorer at $39,260) may not meet expectations. The market clearly shows that customers value not just the brand, but also the affordability and relevance of the model lineup.
