By on July 24, 2015

Ford Edge Escape Explorer sales chart 2007-2015As General Motors prepares to carve out space in between their best-selling utility vehicle, the Equinox, and their large three-row crossover, the Traverse, Ford reports significant improvement with the launch of their second-generation tweener crossover.

U.S. sales of the Ford Edge jumped 44 percent to 40,083 units in the second-quarter of 2015. The May 2015 total of 14,399 units was the best May ever for the Edge, which slots in between the Escape, one of America’s best-selling utility vehicles, and rubs up alongside the longer, three-row Explorer.

equinox1

This approach isn’t unique to Ford — Hyundai’s Santa Fe Sport is similarly positioned between the Escape-fighting Tucson and the Explorer-rivalling Santa Fe, for example — but as one of America’s biggest SUV/crossover sellers, it’s more pronounced at Ford, largely because of the Edge’s popularity.

The Edge was America’s 12th-best-selling utility vehicle last month.

2014 Chevrolet Traverse LT AWD profile

With all this in mind, can the Chevrolet brand likewise slot a crossover — potentially a three-row crossover — above a smaller Equinox but below the Traverse? GM can look at a market study completed by Ford over the course of more than eight years in order to help make their decision.

Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.

 

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39 Comments on “Chart Of The Day: Is There Room In The Middle For GM’s Crossovers? Ford Says Yes...”


  • avatar

    The Edge is the ‘fashionably chic’ of the three. That’s the only way it works.

    • 0 avatar

      My Uncle and his new Wife just got an Explorer for their new baby. The Explorer has grown so large it has the sitting-space of my 2002 Expedition up front- while being slightly smaller/cramped in the 2nd/ 3rd row. The Edge has grown to what the Explorer used to be back then – and the Expedition looks like it’s being phased out.

      I like the Edge, but the price is ridiculous. Starts at $28,000 while the imports start lower in general.

      • 0 avatar
        bball40dtw

        The Expedition isn’t going anywhere.

      • 0 avatar
        319583076

        Why would you buy a car for a baby? It won’t be able to drive for another 15 years or so!

      • 0 avatar
        JohnTaurus_3.0_AX4N

        Edge’s price doesnt seem to be affecting its sales. It is a highly valued model in the way Toyota hoped the Venza would be and Hyundai can only dream about with it’s Santa Fe “Sport” (is that really the 5 passenger version’s name now?).

        Its no secret that cars tend to get bigger with each redesign. And, the 2002 Explorer was bigger than the older one, adding a third row for the first time.

        Expedition being phased out? Where did you pull that from? It was refreshed with a new engine just this year, its selling fairly well, and its widely known that Ford is currently working on a fully redesigned, aluminum-bodied version based on the new F-150. It may not sell as much as the Tahoe, but it does outsell the Sequoia and does pretty decently for Ford. There is no way its “being phased out”.

    • 0 avatar

      Well, like I’ve been saying, the Edge and Murano have become entry-level luxury products, which is why they cost as much as large crossovers.

      • 0 avatar
        JohnTaurus_3.0_AX4N

        @Kyree, I agree. Bringing up the Murano is logical, its probably the only other vehicle that has achieved what Edge has. Theyre really in a class by themselves.

        As I said, Toyota tried and failed with the Venza. Some could argue that Honda also tried and failed with the CrossTour. Both were quite ugly, but the Murano has been able to make its polarizing styling work.

  • avatar
    Drzhivago138

    As long as the Equinox (and the Terrain?) is getting downsized to a compact, then I see no problem with slotting in a midsizer. I like it when a company has a “complete” lineup in a segment (subcompact, compact, midsize, fullsize). Regardless of the quality of the products, it satisfies my OCD. Ford, where’s that EcoSport?

    • 0 avatar

      But I thought that’s what the Trax was supposed to be? So they will have the Trax and Equinox as compact/subcompact SUV’s I guess, but in reality they are only going to steal sales from each other. And it’s flooding the low end market where the profit margins are small. Ford is flooding the Mid size market with higher profit margins. What an Edge sells for is near highway robbery. A friend of mine just paid nearly as much for his wife’s Edge as what I paid for a Platinum Expedition. That’s INSANE. And Ford is laughing all the way to the bank.

      • 0 avatar
        heoliverjr

        Not what the Trax is for, the Trax competes with the CX-3, HR-V and other subcompacts not the CR-V, RAV4, CX-5s that the smaller Equinox will compete with. The current Equinox is kind of a tweener, compared to the CR-V set its a little big but it doesn’t compare to the Edge, Highlander, CX-9 set either because it is too small so they have room for another CUV.

      • 0 avatar
        bball40dtw

        How much did you buy a Platinum Expedition for? I feel like you either got a super good deal on the Expedition or your friend got a terrible deal on the Edge.

      • 0 avatar
        JohnTaurus_3.0_AX4N

        Just went to Ford.com, did a little comparison.

        I specd out a fully loaded Edge Sport AWD (highest trim) with every option I could find including things like optional color, 21″ wheels, even the All-Weather floor mats, and came to roughly $49,800.

        A 2wd non-EL Expedition Platinum starts at $59,370.

        So, assuming they bought the most expensive Edge possible, and you bought the least expensive Expedition Platinum possible, the difference is like $10,000 +/-. In what world is $10k less in vehicle price difference considered “nearly as much”?

        • 0 avatar
          bball40dtw

          Well there is all of $1500 on the hood of the Expedition, so that isn’t it…

        • 0 avatar

          I paid $56k and change for a Platinum 4×4 EL Expedition before taxes and reg. It was just under $60k out the door.
          My friend paid about $52k for the Edge. Not sure if he was including TT&L or not.

          But that is still very close to the same cost for a MUCH large vehicle with a lot more capability. I can’t believe you can even get an Edge that close to $50k. That is crazy to me.

          • 0 avatar
            bball40dtw

            $52K!!!!!!!!!

            Your boy needed to wait a few months until the MKX comes out. $50K buys a nicely equipped MKX with much better interior materials than the Edge. Plus I think it looks better.

    • 0 avatar
      JohnTaurus_3.0_AX4N

      Re: EcoSport. The reviews Ive seen online about it lead me to believe its refinement isnt on the same level as the rest of Ford’s line up, especially in North America. It was designed for “emerging markets” like Brazil and India, where cars sell on price as much as anything else. Such markets tend to tolerate hard plastics and such that invoke so much ridicule from critics in our market. Plus, I doubt the vehicle was designed with US crash standards in mind.

      I bet the next-generation EcoSport addresses these concerns and is introduced here. Given the success of the HR-V, Encore, etc, it certainly seems logical.

  • avatar

    There is NO WAY that GM doesn’t fuck this up.

    • 0 avatar
      JohnTaurus_3.0_AX4N

      You mean like how you f’d up by thinking the tiny Trax competes with CR-V and Escape-sized vehicles? If you dont know any more than that about their line up or the market as a whole, youre the last person who should call out GM this way.

      You sound like a kid who has never heard of American Football before critisizing the coach of an NFL team before the season even starts.

  • avatar
    xflowgolf

    The Edge is very uniquely styled in relation to it’s smaller (Escape) and bigger (Explorer) brethren. I think that’s a large part of it’s appeal. It pulls buyers for reasons other than the simple size factor.

    I’d wager if GM takes a “same sausage, different length” approach to their new ‘tweener, they may not see the same result.

    Let’s not forget Ford also isn’t scared to sell the Flex alongside the Explorer, which also shares platform and is yet another 3rd row “competitor”, yet pulls buyers stylistically for it’s looks and functionality very differently than Explorer buyers much like the Edge carves it’s own space.

    • 0 avatar
      bball40dtw

      Well, they want to kill the Flex, but haven’t been able to. It does too well with upscale buyers, brings in a bunch of buyers that never considered a Ford, sells well in California, and sells at high prices. It has never sold to company expectations though. If Ford thought they could replace most Flex sales with Explorer sales (and keep the same demographics), it would die. It has one foot in the grave as it is.

      • 0 avatar
        30-mile fetch

        If you like the Flex you like the Flex, there’s nothing similar out there. Some inlaws have one, about 4? years old, and it had some minor transmission issue that scared them several years ago. Regardless, they just traded in for a new one.

        If I was going to run the cycle of perpetual never-ending car payments, I’d at least want some variety between trade-ins, but the Flex is one of a kind.

        • 0 avatar
          bball40dtw

          “the Flex is one of a kind”

          This is true, but is that enough to spend the money to move it to a new platform? I could see it a LWB Edge/S-Max while retaining it’s styling. Is it going to get enough sales with the next Explorer going even more upscale?

          • 0 avatar
            TrailerTrash

            they might not need to change the platform. Isn’t it on the same as the Taurus and the Explorer? If the decision to keep the Explorer has been made, they could still do a major update with looks and engines yet keep the base.

            IMO…they could shorten the rear overhang and it would then fit my taste. Its a bit long out back for my like

          • 0 avatar
            bball40dtw

            Well the Explorer is going to a new platform (D6) for the 2018 model year, and IF we get the Taurus it will be CD4 based. The best hope for the Flex is becoming a LWB Edge with different styling. Can Ford find enough buyers for that over a more premium Explorer? I don’t know.

  • avatar
    TW5

    Can GM slot something between the Trax and the Traverse? GM already has three CUVs. Buick Encore and Chevy Trax move as many units as the edge.

    No reason to waste time on marketing studies for CUVs between the Equinox and Traverse. If they need a new CUV strategy, they need to figure out what to do with GMC.

    • 0 avatar
      heoliverjr

      They’re probably already well on their way with this plan. The platform for both a smaller Equinox and larger new CUV are in place(or will be very soon) with the Buick Envision(2016 Cruze derived platform) and Cadillac XT5 (2016 Malibu derived platform).

    • 0 avatar
      JohnTaurus_3.0_AX4N

      ” Can GM slot something between the Trax and the Traverse?”

      Equinox….

      ” Buick Encore and Chevy Trax move as many units as the edge.”

      What is the point of that statement? Are you trying to compare them?

      GM isnt considering an Edge compeditor, which is why this article is misleading. The new vehicle will have a third row, the Edge does not. Edge sells well to singles, small families (like one child) and childless couples. Having a third row puts Chevy’s vehicle squarely in the mommy-mobile section, something Edge (mostly) avoids by having no third row.

      Itll fit if the Equinox is indeed shrunken down to CR-V/Escape size, but I believe itll just canibalize sales from the Traverse. Edge doesnt do that to Explorer because it doesnt have a third row.

      • 0 avatar

        Not necessarily. A lot of mothers and ordinary, two and three-child families drive the Edge (as well as the Murano, which is another mid-sized, dedicated five-seater). Not everyone with a family needs all kinds of extra space. The new Chevy crossover will have a third row, but it’ll be sort of useless for most people, at that size, and more of a perk than anything. It’s just as how the BMW X5 and Mercedes-Benz M-Class go head-to-head against one another, even though the Bimmer has an optional—cramped—third row (might even be standard at this point), and the Benz does not.

        • 0 avatar
          JohnTaurus_3.0_AX4N

          Well, the trend is families of more than one child moving automaticly to 3-row vehicles, and vehicles with a third row automaticly get the “mommy-mobile” stamp as family trucksters.

          Murano and Edge sell on image, the image that they are sportier and more youthful than the corrisponding Pathfinder and Explorer (even if families do buy them). The new Chevy wont enjoy that image is my point.

          I understand why GM wants the third row, but with it I feel itll pull more sales from Traverse than it will from Edge and Murano.

          • 0 avatar
            bball40dtw

            I feel like people buy an Edge or Murano instead of a Maxima or Taurus. I would choose an Edge over a Taurus as my car while my wife drives a larger crossover.

  • avatar
    TrailerTrash

    I actually love the Equinox as it is…except its engines. If they would improve this, it is then my fav of the smaller (?) CUVs. The six is really piss poor MPG/the power and the 4 just to underpowered.

    • 0 avatar
      ixim

      Equinox needs to get smaller outside/more usable cargo space inside/lighter overall. The current V6 gets OK hwy mpg while the I4 is just fine with better city mpg. Look for a turbo 4 in the new RAV fighter. It’s amazing how well the long in the tooth ‘Nox/Terrain still sell.

  • avatar

    Really, Hyundai has two tweeter crossovers, if you consider that the latest Kia Sorento slots neatly between the Santa Fe Sport and Santa Fe in terms of length.

  • avatar
    Speed3

    Given the continued consumer shift to crossovers, I think there is enough space to warrant a 4th crossover. Now how many GM brands need a derivative of those crossovers are necessary? Certainly we don’t need a Chevy, GMC, Buick, AND Cadillac variant.

  • avatar
    wmba

    I like the new Edge,it doesn’t seem blatantly garish, plus the underpinnings are now from the Fusion, and nobody has said that particular chassis sucks. The 2.7TT makes it go like hell as well.

    Then you go on the forums and find that the darn thing leaks rain. Well, some do, some don’t and nobody can predict it. Seems to be something to do with too little sealant where the A-pillar meets the hood, but all a bit of a mystery. And the driver’s seat is awful. Pity, as with Ford employee pricing right now, they’re going for about $40K for a decently-equipped Sport in Canada (well this week, anyway).

    Nevertheless, there is a liveliness to the design and overall presentation that appeals where the old one did not. GM CUVs always seem industrial to me, like the Equinox or Traverse. If GM adds another one sorta, kinda, in-between those two, it needs to brighten itself up a bit instead of being gloomy inside and meh outside. YMMV.

    • 0 avatar
      bball40dtw

      The leak issue is fixed now. I like the seats enough, but the thrones on the Explorer and MkT are better. If you like the Edge, the MKX has much better seats and interior materials. Expect a similarly equipped, but with smaller wheels, MKX to go for about $43K-$46 with Lincoln doing employee pricing.

    • 0 avatar
      TrailerTrash

      Wonder what the actual cargo use and spaces are with these cars. It seems twisted and manipulated when looking at the stats.
      Everybody does it differently.

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