Like the new Mondeo on which is based under-the-skin, the Edge has already been on sale in the US for some time. Over here, it will sit above the Kuga and Ecosport in a three-pronged SUV lineup. It's pitched to provide a better value yet more spacious alternative to more premium models like the Audi Q5.
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That £29,995 starting price gets you in a 178bhp 2.0 TDCI diesel engine with a six-speed manual in Zetec trim. It gets Ford's intelligent all-wheel drive system as standard, a touchscreen with DAB radio, heated and cooled front seats, Active Noise Cancellation, privacy glass and 19-inch alloys.
For an extra £2,250 you can have the more generously equipped Titanium spec, while Sport tops the range starting at £34,495. The only other engine option at launch is a 208bhp twin-turbo 2.0 diesel with a six-speed automatic gearbox. Both engines promise identical economy figures of 48.7mpg, with CO2 emissions of 149g/km.
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The Edge is part of the firm's global 'One Ford' strategy, which sees a model being designed to meet the demands of worldwide customers rather than region-specific vehicles.
Although the centralised business model is controversial, it's one reason why cars such as the Edge and the Mustang, which is on sale here for the first time, can be offered in the UK. And Ford assures us that the European Edge has been sufficiently revised to suit our demands.
The gaping front grille is a raised-up version of the Mondeo's, while the muscular lower bodywork and large 20-inch wheels amplify its stance to make it seem larger than it is. The clamshell bonnet is a design cue borrowed from Land Rover, too, while distinctive single-bar tail-lights mark it out from the rest of Ford's UK range.
The five-seat interior claims to offer more passenger space than midsize SUV rivals, even rivalling larger models such as the VW Touareg. Much of the dashboard and centre-console layout is borrowed from the Mondeo, and borrows new tech such as inflatable rear seatbelts and Active Noise Cancellation.
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Further tech includes segment-first Pre Collision assist with Pedestrian Detection, using cameras and radars to detect hazards at speeds from 5mph to 100mph. Adaptive Steering and a front wide-view camera can also be optioned.
Ford is also planning to update the Ecosport again for the 2017 model year, while the Kuga will also receive mild tweaks and the latest Sync 2 infotainment system next year.
Do you think the Edge has what it takes to compete in a tough sector? Let us know below.