The Ford Edge, despite its pedestrian looks, is a huge part of Ford company history. As many automotive enthusiasts know, Ford recently discontinued all of its traditional car offerings other than the Mustang. Ford saw that the crossover SUV and pickup trucks in its lineup made up a majority of the company’s sales, so it responded dramatically, and it is paying off. Ford’s 2022 sales numbers were the highest they’ve been in years. This crossover SUV and pickup truck-forward lineup all started with the Edge, which, for the 2007 model year, was Ford’s first midsize crossover SUV.

Surprisingly, the Ford Edge has stuttered in sales slightly, mostly due to the stacked competition in the midsize SUV segment, and a higher price than the competition. Here is everything you need to know about the 2024 Ford Edge, and why its price is hurting its sales numbers.

2024 Ford Edge: price, specs, and features

The 2024 Ford Edge is the 17th consecutive model year of this much-loved Ford midsize SUV. This second-generation Ford Edge got its start for the 2015 model year, and it is still holding strong after a much-needed facelift for 2019 which featured a good amount of new safety features. For 2021, the Edge got a much-needed technology update with a larger 12-inch touchscreen and wireless smartphone integration.

According to Ford, the 2024 Edge starts at $38,365 and comes standard with seating for five passengers, a 250 horsepower turbocharged four-cylinder engine paired with an eight-speed automatic transmission.

This Ford Edge also comes standard with key safety features like blind spot monitoring, rear cross-traffic alert, lane departure warning, lane keep assist, and automatic emergency braking. Standard tech features include a 12-inch touch screen, wireless Apple CarPlay and Andriod Auto, Wifi hotspot, and USB-A and USB-C charging ports.

Why isn’t the Ford Edge faring well in reviews?

The Ford Edge is not a bad crossover SUV. The problem with the Edge is that it is in a saturated segment of the automotive market, meaning that it is pitted against some fierce competition. The Edge is ranked no. 12 in its class according to U.S. News, and 24th in its class according to Car and Driver.

The top-ranked vehicles in this class include the Kia Telluride, Toyota Venza, Subaru Outback, Hyundai Sante Fe, Hyundai Palisade, Chevrolet Traverse, Jeep Grand Cherokee L, and the Kia Sorento.

The Edge is one of the more pricy options in this segment. For example higher rated options like th Telluride start at around $36,000. The Chevrolet Traverse is even lower at $34,520 MSRP, and the Hyundai Sante Fe is much more affordable at $28,450 MSRP.

Simply put, it’s hard to have an expensive vehicle in this segment without any real attributes that set it aside from the competition.

The Ford Edge will still sell well

The 2024 Ford Edge will still sell, despite the high price tag. Ford is a favorite company for many Americans, and just like with its trucks, Ford has a way of retaining consumers for the long haul. The Edge is a solid vehicle, even if it’s a bit outdated. GoodCarBadCar reports that the Edge sold 85,225 units in 2021, 85,465 in 2022, and is already at 81,716 units sold so far in 2023.

With its solid consumer base, the Ford Edge will continue to sell well despite its high starting price.