The US market is getting a 330bhp Edge ST, but we won't be seeing it in the UK
Jim Holder
30 April 2018

Ford will not launch high-performance ST-badged SUVs in Europe, reasoning that it won’t deliver what customers want from such cars, according to UK boss Andy Barratt.

Explaining why the US market is getting an Edge ST, which is powered by a 2.7-litre V6 Ecoboost engine making around 330bhp, Barratt said: “All our research shows buyers want a combination of the sporty ST styling with a more luxurious feel to it, from the interior finish to the engine package.”

Barratt also played down the likelihood of that decision changing, despite premium marques making good business cases for high-end sporty cars in the booming SUV segment.

“The customer will always have the casting vote. If the demand is there, it is unlikely we’ll resist it,” he said. “But we already have plenty of evidence that ST-Line is the way to go. The Kuga (above) has led the way on this and the Fiesta is following suit. Customers are stepping up from Zetec trims and that’s good business.”

Ford illustrated this 'customer chooses' approach just last week when it announced that it will remove the Fiesta and all saloon models from its US line-up. The cars, which include the Fusion (America's version of the Mondeo, pictured above) and larger Taurus, have seen dwindling demand as customers move away from traditional bodyshapes to SUVs.

The company said it was removing low-volume cars to boost profitability. It is using the money saved from these kind of efficiency measures (it expects to free up $11.5 billion) for the development of alternatively fuelled models.

Read more 

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Ford Edge review 

Ford Fiesta ST review 

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Comments
14

30 April 2018

More likely the price. a 210hp 2.0 diesel 4 pot in ST-Line (not even leather) is £41,000 a V6 will be north of £45,000 

typos1 - Just can’t respect opinion

30 April 2018
xxxx wrote:

More likely the price. a 210hp 2.0 diesel 4 pot in ST-Line (not even leather) is £41,000 a V6 will be north of £45,000 

Actually its £37,775 and comes with leather and Dinamica, which is Ford speak for Microfibre/Alacantara. Still never mind, its very rare you are correct anyway, and its roughly the same price as comparable vehicles from other manufacturers.

 

1 May 2018
... It's super exciting that Ford can now invest in hydrogen.

30 April 2018

We always get the rubbish engines in Europe.

ive never understood people who spend tens of thousands on cars but who prioritise mpg so highly that they have a much less enjoyable engine just to save what is not a huge amount when entire ownership costs are taken into account.

i drove an edge recently and it was very good but the engine is a massive let down. Who wants somthing that slow for that much money?

1 May 2018

waawaawaawaawaa...always moaning 

think on the bright side dude....all those less powerful engines mean less pollution

save the trees man...peace ✌

ArneCo

30 April 2018

Ford seem to be making some poor decisions recently in quite a few areas I think...

30 April 2018
Jimbbobw1977 wrote:

Ford seem to be making some poor decisions recently in quite a few areas I think...

A direct effect of not having the right people in place at the right time. Panic sets in, longterm strategies are canned in favour of short term gains. Management then changes and the new regime then blames the old one for the state of the company. It's the Ford way.

30 April 2018

With the Fusion going, the future for the Mondeo looks  bad. It has always been a joint US / Europe project. Will it be axed Autocar? What is happening?

30 April 2018

Not something I am going to lose sleep over. Plenty of better alternatives to the Ford Edge, whatever the performance.

Citroëniste.

30 April 2018

Yet again Ford have their blinkers on. The Edge isnt selling well at all yet there's no attempt to try something different. Yes the Fiesta ST-line is selling well but you havent been able to buy a Fiesta ST for a year so that might have something to do with the move to ST-Line. Maybe the Fusion (Mondeo US) has dropped in sales because its getting old and uncompetetive yet it still sold way over 200000 units surely a business case can be made on these numbers??   ONE Ford  HaHa 

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