I have spent a certain amount of time pondering the Ford Edge. This may seem obvious, but NOTHING about it makes me feel "Edge." It's not cutting-edge, it's not edgy, it doesn't even remind me of U2's eponymous guitarist. So I walk around it a few times. With its rounded roof lines, it brings to mind some sort of large African beast, like a hippo or an elephant...
So I walked around it a few more times, desperately seeking something that would evoke Edge. Sharp lines. Danger. Potential for blood-letting. And then my eyes fell upon what is now a Ford/LincolnMercury signature: the grille. In Ford's case, the three sharp bars. More subtle than Lincoln's orthodontia-gone-bad. Edges, if you will.
It reminds me of a modern razor blade. (I'm a Gilette Sensor man myself.) And suddenly my mind was flooded with the whole razor/Ford connection. Mach III. A multiblade razor, name sharply similar to an unfortunate subset of Ford's (Mach II) Mustangs. Another multiblade razor? That's right. Fusion. Tracer? A Mercury sedan. Even the Europeans are getting into it. Schick/Audi Quattro? Gillette/BMW M3? I think this could be the beginning of a whole new cross-brand marketing campaign.
Well, maybe not. Sure beats "The Edge is never dull," though.
Senior Copy Editor Doug Lloyd @ 9,621 miles
jriz says:
03:23 PM, 06/20/07
I'm pretty sure the reason I find our Edge so underwhelming to look at is its blah beige paint. I think it looks great in other colors, but beige is tremendously dull (unlike the Schick grille).
billt9 says:
07:26 PM, 06/20/07
The Edge comes with a pretty limited color selection.
"Creme Brule" gets my vote.
johnnyturbo says:
08:48 PM, 06/20/07
Maybe Ford could include a case of "Edge" shaving cream with every purchase...
bimmerjay says:
08:49 PM, 06/20/07
Doug, I always look forward to reading your posts - they're so creative. So many of the blog posts are comments on how an editor's pet walrus fits in the Miata's trunk or how the Sedona can make it to the corner store without stalling. Thanks for an always entertaining read!
autoboy16 says:
09:23 PM, 06/20/07
The edge is an ok SUV but imo, its worth it to spend the extra $$ for a MKX! Now that CUV has EDGE!! From the 8.4" of ground clearance to the huge vista roof, and from the eggcrate grille to the led-light-bar acroos the rear, its all so trendy.
I agree with billt9: "Creme Brule" gets my vote... too!
Maybe you guys should have ordered an SEL plus Edge or even an MKX that has the vista roof and somewhat snazzier interior.
-Cj