Ford Edge gets $200 price cut

Ford Motor Co. said Tuesday that the 2011 Edge crossover will start at $27,995 including shipping.

That's about $200 less than the 2010 model, although Ford added more power to the 2011 base engine.

The new 3.5-liter V6 engine will achieve fuel economy of 19 mpg city and 27 mpg highway, on the front-wheel-drive version, Ford said at a press event. For the outgoing model, the figure was 18 city/25 highway.

Ford took about 15 pounds of weight off the fwd 2011 Edge and 40 pounds off the all-wheel-drive version, engineers said.

The front grille of the 2011 Edge is restyled and Ford put new rocker panels on the side for better aerodynamics. The 2011 Edge will offer MyFord Touch interior technology and three options for engines: a 3.5-liter V6; a 3.7-liter V6; and, next year, the 2.0-liter EcoBoost turbocharged direct-inject engine.

Ford is planning a television and digital ad campaign to launch the model starting in late August and early September.

The theme is "taking a great idea and making it better," said Amy Marentic, Ford's group marketing manager for cars and crossovers.

Ford is working with Sony on other marketing programs for the crossover. Sony partnered with Ford on the interior instrument panel. Sony designed the center console.

Ford sold 65,369 Edges in the United States during the first seven months of the year, up 33 percent from the same period a year ago.

By Jamie LaReau- Automotive News