Much like a determined triathlete, the Ford Edge started out strong and is getting even better. Since its launch in late 2006, more than 380,000 crossovers have been sold.
So it’s fitting that the all-new 2011 Ford Edge is the official vehicle of the 2010 U.S. Ironman event series, a competition that symbolizes strength, leadership and endurance.
Ford Motor Company has been the title sponsor of U.S. Ironman races – including the Ford Ironman World Championship – since 2005. As the official vehicle, the new Ford Edge will be featured in advertising, online Webisodes, on-site displays, demonstrations and race integrations.
“This audience represents a huge opportunity for us in the crossover segment,” said Jim Peters, manager, Ford Brand Content and Alliances. “They will help us spread the word about our revolutionary MyFord Touch driver connect technology and the styling and features that define the new Ford Edge and all the new vehicles in the Ford lineup.”
Research shows that Ford’s involvement with Ironman is influencing consumer opinion about Ford in a positive way. From 2006 to 2008, favorable opinion about the Ford brand grew from 58 percent to 66 percent among members of the Ironman community. Studies also show that people on-site at Ironman events are 38 percent more likely to seek information on a Ford vehicle versus a competing brand.
Ford reaches out to Ironman community online
Ford recently expanded its role with Ironman through the creation of the Ford Training Team, a new online community for athletes at www.fordtrainingteam.com. It’s a place where people training for Ironman or any type of endurance sport can share stories, photos and videos. Ford also plans to use the Website as a way to introduce the endurance community to new Ford products, like the Ford Edge.
“Many endurance athletes like to join clubs where they can compare notes and compete with other athletes,” said Peters. “This Web site provides a forum for them to do just that. It also offers tips on conditioning, nutrition and videos from the pros, like Ironman athlete Chris Lieto.”
Ford is teaming up with other Ironman supporters – including Timex, K-Swiss and Aqua Sphere – to offer rewards to participating athletes, such as heart rate monitors and wet suits.
Ford enters sixth year as title sponsor of Ironman
Ford is in its sixth year as title sponsor of Ironman events, a series of seven Ironman qualifying events in the U.S., and the Ford Ironman World Championship in Kailua-Kona, Hawaii. The series also consists of five additional Ironman 70.3 races (formerly known as the Half-Ironman) in the U.S. and the Foster Grant Ironman World Championship 70.3 in Clearwater, Fla., of which Ford is the presenting sponsor. Each full-distance Ironman race consists of a 2.4-mile swim, 112-mile bike and 26.2-mile run competition.
2011 Ford Edge: An all-new blend of style and technology
Style and technology have been hallmarks of the Ford Edge since the vehicle entered the marketplace and the 2011 model delivers not only style and technology, but a wide-ranging scope of improvements.
“We have taken every element of the Edge and made it even better, including new advanced powertrains, a bold new exterior design and a completely new interior ,” explains Elaine Bannon, chief engineer. “If you add in our industry exclusive MyFord Touch, combined with new SYNC functionality, it dramatically changes the interior experience”
MyFord Touch redesigns the in-car interface, mirroring how consumers interact with most devices in their lives using touch-sensitive buttons, touch screens, thumb-wheel controls and voice recognition.
