Ford sent but a single model into the roiling crossover market battle with GM's Lambda
. How did the Edge move 130,000 units alone while GM needed the aggregated sales of the GMC Acadia, Buick Enclave, and Saturn Outlook to close 137,000 deals? Money. It's a simple case of throwing lots of bucks behind a product and making it hot. Ford backed the Edge with about $179 million in media buys, while GM spent less in total for all three Lambdas. Having three branches on the same tree doesn't give quite the same bang for the buck as you can get throwing it all behind a single product, too.
The advertising campaign for the Edge saw Ford hitting the web with a vengance, in addition to being placed well with several programming tie-ins. Viewers of American Idol
and Extreme Makeover
were treated to the Edge blitz, with snappy spots from David Mamet highlighting the Edge's speed and serenity. Overall, the crossover segment has been good for Detroit, with the Buick Enclave in particular zipping right off dealer lots, and the buying public embracing car-based, truckish-looking big wagons.
[Source: Advertising Age]