Ford recently ran an ad campaign urging consumers to ‘let go of what they know’ about the Ford brand and to ‘unlearn’. And to be fair, it is a very exciting time for the brand as they move into all new segments of the European market with brand new cars like the Mustang, Vignale and the all new Ford Edge SUV. While these models are more aligned to a higher end of the market, are they enough to convince the consumer to spend bigger on the blue oval?
It is no secret that the Mustang was a long awaited and highly anticipated car before it hit Irish showroom floors as it has massive appeal for all demographics for many reasons. The Edge arrives to the market firmly placed as Ford’s new premium SUV so it goes up against the likes of the Audi Q5, BMW X3, Jaguar F-Pace and Mercedes GLC. The Edge is an SUV that exudes presence. It’s big and wide and sits on 19 inch alloy wheels as standard. It’s an attractive looking SUV too particularly finished in the ‘electric spice’ colour (as per above video) of our first test car.
It will be available in Ireland with a choice of two trim lines, Titanium and Sport. Titanium is well kitted out as standard with a host of features from 19 inch alloy wheels, front and rear parking sensors, hands-free power tailgate, key free system, Ford DAB navigation system, active noise cancellation, rear view camera and illuminated scuff plates. Sport trim adds 20 inch alloy wheels, adaptive steering, Sony DAB navigation with a 12 speaker system, a unique sports body kit in contrast dark exterior detailing. A bonus is that both models come in AWD as standard with no two-wheel-drive version available. While there is a lot of tech and kit is fitted as standard the price is where you really need to unlearn everything you know as the Titanium starts at €55,700 while the Sport commands €57,450.
Our two test cars on the day were both the Sport trim level. The first was the entry level 2.0 litre Duratorq diesel engine with 180bhp mated to a 6-speed manual. The second was fitted with the same engine but with 210bhp and fitted with Ford’s Powershift automatic transmission. Economy claims for both are decent with both versions sitting in tax band C and returning 5.8l/100km emitting 149 &152g/km respectively. Both cars ride well, provide great comfort with a huge amount of space in both the front and rear for passengers and the dynamic steering has a nice feel to it. The interior however lacks some of the flair of the aforementioned models with a centre console and dashboard design that will be familiar from other Ford models in the current range. On the road, the higher powered automatic suited the cars size better. The torque was delivered in all of the right places when pulling off from lights or accelerating on the motorway, it suits the Edge’s big, American SUV feel. The manual has the usual intuitive Ford feel to it and was comfortable to drive, but it felt like it lacked in low end torque and felt marginally underpowered at times. The 210bhp and Powershift transmission is the better option to go for.
On our brief drive of both, it was easy to learn that this new Ford Edge SUV looks great, provides great comfort, handles well and withholds many of the characterics of a premium SUV. The real test however will be whether consumers are willing to pay the extra for a premium SUV without the customary premium badge. We look forward to bringing you an extended test drive soon when we learn what is like to live with the Edge.
For more information visit Ford.ie