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Ford sent but a single model into the roiling crossover market battle with GM's Lambda trio quartet. 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]



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  • 52 Comments
      • 7 Years Ago
      If only the Edge was better looking, it could be a hit.
        • 7 Years Ago
        HA HA, did you even bother to read the article, it IS it hit!

        And it's outselling the Escape.
      • 7 Years Ago
      I think the Flex is going to be as wildly successful as the Tauras X or Chevy HHR....meaning it will be a flop. I drive a Ford and want to see them succedd, but the Flex is just all wrong.
      • 7 Years Ago
      Let's see here, original planned production for HHR was around 80k/year. Selling well north of 100k/year for the first 2 model years. Yep, by golly, what a flop. I bet GM is just steamed about this flop. You sure nailed it!
      • 7 Years Ago
      True point! Profit, though strong fcf wouldn't hurt.
      Chris
      • 7 Years Ago
      I would much rather own a Buick Enclave or GMC Acadia than the Ford Edge or the ugly Lincoln MKX.
      • 7 Years Ago
      Careful now, Matt, you started stating facts and then you threw an opinion statement in there. That can be dangerous =D.
      • 7 Years Ago
      Wouldn't the question be what is expected sales for ALL Lambdas platform, compared to the same outlook for the Edge. Example, just because it's spread between 3 brands doesn't mean it suppose to sell 3x's the amount in total. Maybe it's me, just an odd comparison. GM has many brands, but I don't think accounting says, ok were expecting to sell 100,000 brand X cars, and then when brand Y comes out based off the same platform, we should be able to sell another 100,000. Not sure if that makes since, that's just my two!!
      • 7 Years Ago
      I'm pretty sure this is to stir the Flame war pot.
      We already know you guys are mostly Gm and Ford bias so just let it go Autoblog.
      Then as it has already been stated, they aren't even in the same class. The Edge has two rows of seating and the Lambdas offer three.
      Why not wait until the Flex comes out or compare them to the failure that is the Taurus X?
      • 7 Years Ago
      Sales are one thing, profit is another. I'm willing to bet that GM turns a prettier penny on each Lambda sale than does for on each sale of Edge/MKX. Yes, sales are good, but only part of the story.... its the cash flow that will keep these giants going.....
        • 7 Years Ago
        Cash flow is not the same thing as profit. Which do you mean?
      • 7 Years Ago
      LOL
      Justin
      • 7 Years Ago
      First off you cant even compare the Edge to the Lambdas... they are not even in the same market. One reason why Ford sold so many with one vehicle compared to 3 from GM is because the Edge is smaller. Only 2 rows of seats which is what most people buy, the Lambdas are about the size of the Tahoe/Surburban.
      • 7 Years Ago
      If a GM vehicle is big on the outside, it's also big on the inside. You are only anti-GM.
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