Edge vs. Lambdas - money talks
by Dan Roth (RSS feed) on Feb 6th, 2008 at 1:48PM
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,... Read More
