Ford Edge Media Launch

Press Release

Ford Edges into the city at the bay

Since its initial public showing at the 2006 North American International Auto Show in Detroit this past January, even before it hit dealer showrooms, the Ford Edge has been a hot commodity. Edge has made numerous pre-launch appearances at auto shows across the country and customers have actively sought more information through the unique Edge websites. To date, more than a million interested consumers have taken time to cruise through www.fordvehicles.com/edge.

This week in San Francisco, consumers and media alike will get another view of the Edge, as the Ford team moves into the next, and perhaps most significant, phase of the Edge introduction – the media launch.

Starting yesterday, Monday, October 16, upwards of 180 automotive journalists and general media from around the country began arriving in San Francisco to learn more about the new Ford Edge. The launch program is scheduled to run through the early part of the week, with nearly 60 media participating each day. During their brief visits, media are being presented with an opportunity to see the new Ford Edge up close, learn more about the design and development process, ask question and, for the first time, drive the new vehicle to see how it performs on public roads.

Yesterday was also the day regular production of the Edge began at Oakville Assembly Plant in Ontario, Canada. Ford President and CEO Alan Mulally was there with hockey great Wayne Gretzky to celebrate the first Edge off the line. Oakville Assembly has been newly tooled for the occasion and is one of Ford's manufacturing facilities that has installed a flexible line, allowing quick production changes that once took weeks to accomplish.

The San Francisco event includes an opportunity to spend time with key Ford executives and members of the Edge engineering and marketing teams. They are driving the new vehicle over more than a hundred miles of urban environs and the coastal roads of the San Francisco countryside. This marks the first time general media have had a chance to put the new Edge on the road and experience the all-new 265-hp engine, the six-speed automatic transmission and the well-tuned suspension.

Before they start their drives, however, they descend on Justin Herman Plaza, in the heart of San Francisco, for a full presentation of the vehicle and its many features. The 40,000 square-foot sits in shadows of the massive Embarcadero Center, a multi-building business center that includes restaurants, office space, a shopping center and a Hyatt Regency Hotel. It is a well-known and busy part of the world-famous town.

On weekends, the Justin Herman Plaza hosts a farmers’ market and is often the site of live concerts and street fairs. During the week, and particularly at lunch hour, the plaza is abuzz with activity as people take a break from work and gather to eat. Tourists are often found strolling through the plaza.

This week, visitors are getting a chance to be part of the Ford Edge launch, as this high-traffic location has been dressed up to look like an exhibit at an auto show. Mike Lopes of San Rafael, CA stopped long enough to sit in the front seat of an Edges that was on display.

“This style now is the way to go,” said Lopes, who drives a Mazda minivan. “The SUV is in decline. I think Ford made a smart move creating this car.”

Lopes' friend, Jim Black, drives a Chevy Suburban and offered that he is not a big Ford fan. But even Black admitted he likes the design, especially the roll-back sun roof. He guessed the price of the Edge somewhere between $35,000 and $45,000, well above the announced base sticker price that is below $26,000.

Considering the reasonable price, Black said he would think about buying the Edge if he were in the market for a new car.

The crossover design of the Ford Edge is also appealing to Fred Hidalgo of Mill Valley, CA, a parent who is driving a BMW 325 wagon. Hidalgo is a graphic designer and says he is impressed with the Edge’s design.

“I like the idea that this car is very family friendly and safe,” Hidalgo said. “Overall I would give it high ratings in design.”

In all, six new Edges are being shown in the plaza, plus a full safety display with a vehicle cutaway that showcases the many standard safety features. To promote the connectivity available in the new Edge, a giant inflatable iPod stands out among the products. There is a design exhibit, multiple flags, billboards and posters, and the centerpiece of the entire display is a massive – 100 x 50 foot – inflatable model of the Edge’s unique VistaRoof.

With Justin Herman Plaza as the epicenter of the Ford Edge launch, the public can’t help but take notice.

“This is really good for Ford,” said Barry Reynolds, who lives in an apartment not far from the plaza and stopped by to see what was going on. Reynolds owns a Honda Accord but thinks the new Edge is “impressive” and priced right.

Reynolds is one of many people who took time from a busy day to open doors, ask questions and have a second look at the new Ford Edge. On Monday, many passers-by also stopped to listen to an in-depth presentation on the Edge for the media by Mark Fields, Ford president--The Americas, and Jeri Ward, Edge marketing manager. Later in the week, Paul Mascarenas, Ford vice president Engineering--The Americas, will also present to the media as part of the launch program.

Chuck Hansen, who is retired and drives a Ford Taurus, thinks the Edge is a great looking car and commended the safety features. Hansen, who lives in Castro Valley, CA, said he would consider buying an Edge.

Donald Tokarski of San Mateo, CA, who is also retired, thinks the new Edge is a nice car that seems to fit in the Ford family of cars. However, Tokarski says he'll stick with the size and comfort of his Mercury Grand Marquis.

Perry Milton of Oakland, CA, recently bought a new Honda Accord and also owns a Jeep.

“I like it,” said Perry Milton of Oakland, CA, who recently bought a Honda Accord and also owns a Jeep. “I haven’t seen a Ford look like this before. It's like a cross between a BMW and a Mercedes." The new Edge would be a great replacement for his Jeep, Milton said.

Overall, impressions of the Edge were positive Monday, with many people who obviously approved of the look and design of the Edge kept Ford representatives busy inquiring about specific Edge features.

“Organizing a media presentation in a very public place is an excellent way to get our message out to more people,” said Sara Tatchio, Ford’s Product Launch Public Affairs manager. “We want to expose the media to our new product in a very positive light, and to do this in front of a large crowd of consumers in San Francisco is an added bonus.”