Another weakness of Ford in general, and very likely the Edge as well, is although the replacement parts are inexpensive; they are more likely to break down than many of their competitors. As mentioned before, the public has become aware of this fact.
Ford has also been experiencing a steady decrease in sales and it has been going through financial difficulties, which makes it more difficult for them to promote and/or improve their products. This has been ongoing for over ten years. This decrease in sales has forced Ford to reduce production, as well as cut jobs and downsize many plants. Ford has been forced to mortgage over 20 billion in assets to finance the costs of downsizing, as well as restructuring many of their plants, has left little room for research and development, making it difficult for Ford to get out of their current predicament.
Another weakness, although somewhat minor, is the fact that the Edge doesn’t seem to be attracting many new customers. While Edge sales did exceed expectations, as it turns out most of those sales were on trade-ins of Ford vehicles. The Edge hasn’t been attracting new customers, only current owners of older Ford vehicles. Granted the increase in sales helps, but if they’re only selling to people who are already Ford customers, Ford won’t be getting any increase in market share.