It's especially true when you think about the differences between the Edge and the old basic bad-guy SUV — a black Ford Explorer, black Cadillac Escalade or black Chevy Suburban. Two main reasons we can think of. First, you just can't up-armor an Edge like you can a full-size SUV. Second, you can't fit as many "villain #4"'s along with the requisite guns, ammo and gear into the two-row crossover. But, in this age of environmental consciousness and the Financiapocalypse, even evil criminal masterminds take Solace in a car sucking gas by the Quantum rather than the gallon. It's still strange to see them driving that Ford, but it also may just be they like to live on the Edge...uh.

We can't help but look on it with a little disappointment though, all that work and no additional oomph from the V6. Style has been thumping substance pretty regularly in the crossover market lately, so we're not really surprised. Doesn't make it excusable though.

CHICAGO, Feb. 5, 2008 - Ford is providing still more sizzle for America's best-selling mid-size crossover, introducing a new factory-customized model - the 2009 Edge Sport.

"The new Ford Edge Sport is designed to instantly appeal to crossover customers who want a sportier custom look and feel," said John Felice, general manager, Ford Division. "This specialty design reflects the growing popularity of personalization and more customers' interest in industry shows like the annual Hot Import Nights around the country and the Specialty Equipment Market Association Show in Las Vegas."

The Sport model - which joins the SE, SEL and Limited models in the range - makes the Ford Edge the first vehicle in its segment to offer a customized model. Its modern, athletic design, flexible package and unique features like VistaRoof™ and SYNC helped sell 130,125 Edge units in 2007, making it the nation's top-selling crossover. The new Edge Sport model will further distinguish it from competitors.

Edge Becomes Even Sportier

Edge Sport stands on even bolder, available 22-inch polished aluminum wheels or the standard 20-inch premium painted wheels with branded center hubs. Low-profile, 40-series Pirelli Scorpion Zero tires complete the look, giving Edge Sport an aggressive stance.

This marks the first time that a 22-inch wheel-and-tire combination has been offered on a crossover. The eight-piece Edge Sport body kit includes a unique front air dam, side skirts, lower door caps and a rear skirt, all finished in body color, instead of the dark lower on other Edge models. The front air dam features integrated fog lamps and a lower grille insert. These elements combine with the unique wheels and tires to provide a sporty personality.

Details, like custom Sport badging, polished dual exhaust tips emerging from openings in the rear skirt and "foundry gray" smoked headlamp and taillamp lenses, add to its purposeful look.

In addition to lustrous Sport Blue paint on the model highlighted at the Chicago Auto Show, Edge Sport will be available in Ebony, Brilliant Silver and Redfire. Inside, dark gray leather seats feature unique suede-feel patterned inserts in a combination of light and dark gray. Contrasting, light gray stitching gives the seats a premium appeal. The contrasting stitched leather also is used on the Edge Sport steering wheel and shift knob.

Edge Sport is further distinguished by an appealing etched metal effect on the instrument panel center console.

"While custom-made to appeal to customers, Edge Sport is smart business," said Mark Fields, president of The Americas. "The aftermarket industry has grown to a $40 billion annual business, and crossovers are the fastest-growing vehicle segment in the U.S. We want customers who crave something special to know that Ford can customize their Edge - right at the factory."

Press Release:

FORD CROSSOVERS AIM TO FUEL UNPRECEDENTED GROWTH WITH VEHICLE PERSONALIZATION

DEARBORN, Mich., Oct. 19 - Ford is blowing the doors off the competition in crossover sales growth this year, with a 52 percent sales increase in 2007 versus last year, but the company is continuing to push the segment's limits at this year's Specialty Equipment Market Association (SEMA) show.

Specially tuned and tarted up Ford Edge, Escape and Lincoln MKX models will be featured at the annual aftermarket extravaganza in Las Vegas on Oct. 30.

"CUVs continue to be the fastest-growing vehicle segment in the U.S., and we want to make sure buyers know there will be abundant personalization choices for them," said Kim Irwin, vehicle personalization and accessory manager. "By working with some of the best after market up-fitters and customizers, we are offering our Escape, Edge and Lincoln MKX buyers some dramatic interpretations of their vehicles."

The aftermarket industry also continues to grow every year with revenues expected to reach $40 billion by the end of 2007. The Ford F-150 is the most modified truck in the industry. More than half of Ford truck customers personalize their trucks. F-150 along with the Ford Expedition and Lincoln Navigator will round out

Ford Edge by MRT-Direct

MRT-Direct ups the "sport" in crossover sport utility with this extremely lowered and lavished Ford Edge. The 3D Carbon body kit is further accentuated with an MRT Leading Edge hood, rear fascia and black chrome exterior trim. The 3.5-liter turbocharged Duratec V-6 uses a Turbonetics air-to-air intercooler, MRT Aero turbine performance exhaust with calibration by Calibrated Success and Ford Racing Performance to drive all four 22-inch Boss Motorsports wheels and Dunlop tires. An H&R Street performance suspension keeps things under control. The performance theme is carried top the interior sporting Sparco Modena sport seats and Stewart Warner gauges. An ARC Audio system supplies the tunes while Ford's exclusive SYNC hands-free communications system lets you keep both hands on the wheel at all times.

FMS Escape

Escape the everyday with this custom Ford Escape by ATS Design. The Escape is ready for its getaway with a custom grille and racing-inspired front fascia that houses PIAA driving lamps in the lower corners. Side skirts, rear valence and rear spoiler complete the body transformation. An Eibach suspension provides a 2-inch drop over a sharp set of 20-inch Estorils by TSW Wheels. A Gibson performance exhaust delivers a throaty exhaust note from the 3.0-liter
V-6 while rear seat passengers enjoy INVISON Industries Revolution 2 DVD screens mounted in the headrests.

Lincoln MKX by Barry's Speed Shop

This custom ride could easily be classified as 'dessert.' The delicious interior, bathed in supple Katzkin leather and suede, provides the perfect ambience to enjoy the INVISION Revolution 2 DVD screens in the headrests and Blaupunkt premium audio with 12-inch tube subwoofer. The Lincoln crossover is bathed in luxurious PPG black paint and dressed in a 3D Carbon body kit with custom grille, trim and blacked out tailamps by Barry's Speed Shop. An H&R suspension kit lowers the MKX over a sweet set of SRRC Wheels that show off the Baer Brakes custom rotors.

Ford F-150 by K Daddyz Kustoms

K Daddys Kustomz adds "In Your Face" to "Built Ford Tough." This extreme machine sits 17 inches over stock on a Bullet Proof lift kit installed by Shocker Motor Sports, Fox Racing Shox and Atlas leaf springs. The 22-inch Weld wheels wear 40x15.5x22 Toyo Tires. The F-150's 5.4-liter Triton V-8 mounts a ProCharger supercharger, Yukon gears, Kinetik power cell, and UPR billet dress up kit. K Daddys Kustomz applied the wild blue-on-blue flame paint scheme using Hot Hues by DuPont. Soft leather seats are surrounded by the sound of Titanium Power Audio and fiberglass speaker pods and plexiglass speaker box. Vizualogic supplied the headrest video and gaming system

Ford F-150 by ATS Design

Every trucker has an ultimate obsession. ATS Design partnered with an elite group of aftermarket manufacturers to bring their Ultimate Obsession to life. This radical custom F-150 features a who's who list of brand names from the Volant exhaust and air intake system on the 5.4-liter Triton V-8 to the dual Optima batteries under the hood. ATS provided the front valance, fender flares and roll pan with billet accents along while T-Rex chipped in the billet grille insert. Ford's Cargo Management System sits atop a Wise Industries bed rug and snuggles underneath the Snug Top tonneau cover. A McGaughy's suspension drops the truck two-inches over 22-inch KMC Lorenzo wheels wrapped in Pirelli rubber. The Katzkin leather interior will be rockin' to the sound of a Sony premium sound system while the little truckers are entertained with the Sony DVD system and monitors.

Make-A-Wish 1951 F-Series

Justin Lilley had a wish. The young cancer patient asked the Make-A-Wish Foundation to help him restore his grandfather's 1951 Ford pickup. Make-A-Wish tapped the talents of the students at Washtenaw Community College in Ann Arbor Mich., with help from Ford Motor Company to perform a complete ground-up restoration. Justin's wish truck sits on a Fat Man tube chassis with a supercharged 4.6-liter V-8 under the fiberglass hood. The '51 Ford body is chopped and features suicide doors. The custom deep black paint is carried on to the Ford GT40 wheels. The interior is fitted with a custom dash, console, racing seats and a booming Alpine stereo system with custom speaker boxes.

2008 F-150 FX-2 Sport

The FX-2 takes trucking to a whole new level and the project FX-2 V2 ups the ante even further. The Vehicle Personalization branded windshield is just a hint of what's in store. Each side of the truck shows off a different set of new 22-inch wheels while the pure white paint is set off with contrasting stripes that run down the hood and across the hard tonneau cover and down the tailgate. Ford Racing provides a supercharger, radiator, chrome valve covers and custom exhaust along with a lowering kit and tall 4:10 final gear for extra get-up-and-go. Red illuminated sill plates provide the invitation to an interior that features headrest DVDs, BaluPunkt audio and HD radio.

Urban Rider Expedition

Cruise the 'hood in style in the Urban Rider from 3D Carbon. The 2008 Expedition is converted to a hip street custom with a new front fascia, side rockers, rear bumper lower valance and rear tailgate spoiler. An Eibach performance suspension sets the Urban Rider down over polished NC-forged, six-spoke aluminum wheels wrapped in Pirelli rubber. A Katzkin two-tone leather interior and tinted windows add the finishing touches.

DeBerti Lincoln Navigator L

Who says you can't take it with you? This gorgeous black-on-black cruiser is like a luxury getaway, complete with fully reclining back seats that massage you from head to toe. Best yet, this Navigator keeps you connected with a Trac-Vision system by KVH that provides satellite television and internet access. Just sit back in the supple Katzkin leather seats and watch a movie, the game or play a game of your own. The Black L floats on a custom air ride suspension and looks out-of-this-world with deep black PPG paint, 3D Carbon wing, Street Glow under lighting and 26-inch, forged aluminum wheels with polished rims and black spokes.

About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles in 200 markets across six continents. With about 260,000 employees and about 100 plants worldwide, the company's core and affiliated automotive brands include Ford, Jaguar, Land Rover, Lincoln, Mercury, Volvo and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.fordvehicles.com.

Press Release

The H&R 2007 Ford "Edge of the World" Project, by H&R Springs, USA

One look at the new 2007 Ford Edge and you'll have the urge to hit the open road. The Edge must be driven, and the H&R Edge, with it's bold style and brash stance is your ticket to the world ... and beyond.

The energy of the new Edge makes getting to where you're going so much fun the long way is the
short way. Combining sport utility capability with the driving dynamics of a sports car, H&R Sport Springs lower the Edge 2" for improved handling and superb ride. H&R Trak+ Wheel Spacers provide a precision fit H&R stance and dynamic side profile while H&R Triple C Camber Adjustment Bolts keep everything in spec. Big 22 X 10 OZ Giotti 3 - 3 piece wheels and Pirelli Scorpion Zero Asimmetrico 295/30R22 tires give the H&R Edge a powerful, muscular stance and athletic maneuverability that is perfect for both the hairpin turns of the Pacific Coast Highway or the busy streets of New York City.

The Gemballa bright orange exterior is eye-catching whether bathed in sunshine or silhouetted in moonlight and the subtle Pearl-Ghost world graphics add a hint of mysterious elegance. The exclusive panoramic Vista Roof lets the sun shine in with an expansive view that spans nearly 40% of the total roof area. The H&R Edge also features a blacked-out race-like hood, a The H&R 2007 Ford "Edge of the World"
Project, by H&R Springs, USA Camtec custom composite front bumper light pod with an integrated wind-splitter and Hella Celis LED lamps that give a high-tech night effect for cool city cruising.

When you're on an extended road trip, great sounding music keeps you on track and entertained. The H&R Edge showcases the Ford factory premium stereo system which features an AM/FM stereo, 6-disc CD changer, 4 speakers, MP3, Sirius Satellite Radio and a touch-screen DVD-Based Navigation System.
To look good you must feel good, and the Waimea Cliffstone leather interior coddles you in relaxing splendor. Combined with Mauna Loa Ash Mica accents that enrich your comfort therapy, you'll want to drive forever. Freedom of mobility with ease spotlights the Edge as a capable, more practical SUV. The H&R Edge is the ultimate road cruiser that can take you where you want to go... from high-altitude to
high society. The Edge is the car to do things and be seen doing. Drive to the edge of your world!

As we heard yesterday, FoMoCo's got two new Edge-y ads by edgy director and writer David Mamet. We've already shown you the first of the two ads, called "Quicker than a BMW." Here's the second of the two ads, which the folks in Dearborn call "Quieter than a Lexus." We're waiting to see if there'll be a third ad FoMoCo will be calling "Able to stride across the edges of buildings on a single gas tank." – Ray Wert

Related:
Ad Watch: David Mamet Likes To Live On the Edge-UH! Part I; Third Prize Is You're Fired: David Mamet Directs Latest Ford "Bold Moves" Ads [internal]

As we heard yesterday, FoMoCo's got two new Edge-y ads by edgy director and writer David Mamet. Here's the first of the two ads, which the folks in Dearborn call "Quicker than a BMW." – Ray Wert

Related:
Third Prize Is You're Fired: David Mamet Directs Latest Ford "Bold Moves" Ads [internal]

We're adding a little something to this month's sale contest. As you all know, first prize is a Cadillac El Dorado. Anybody want to see second prize? Second prize is a set of steak knives. Third prize is your fired.
— from Glengarry Glen Ross by David Mamet

Bold is for closers only, you son of a bitch.
— Not from a Ford TV ad directed by David Mamet

Yes, Ford's latest grasp at the bold ring is a new set of TV spots directed by playwright and director David Mamet, whose play "Glengarry Glen Ross" should be playing at Ford's Dearborn offices day and night. It's about a bunch of real estate salespeople struggling with the "realities of the marketplace," and aside from dropping the f-bomb 400 times, it features a brutalist sales speech from Alec Baldwin that's become a covert must see among sales professionals. Mamet's Ford spots promote the Edge crossover, a car say the ads, that's quieter than a Lexus and quicker than a BMW. The ads, the product of JWT Team Detroit, debut tonight during "American Idol." Enjoy Alec Baldwin's speech scene above. NSFW unless you're in sales. – Mike Spinelli

Press Release:

FORD EDGE SHOWS REFINEMENT, PERFORMANCE IN NEW ADS BY ACCLAIMED DIRECTOR DAVID MAMET

The ads were created by JWT Team Detroit as part of the Ford 'Bold Moves' marketing platform.

Related:
Ad Watch: Jill Wagner Can Make A Mercury Mariner With Her Hot, Bare Hands [internal]

Edge Music Video Podcast [FordVehicles.com]

Related:
Ad Watch: Living On The Ford Edge Of Buildings; Ad Watch: Do Asian-Americans Like To Live On The Edge, Make Bold Weddings Happen Every Day?; Incentives Like To Live On The Edge Too [internal]

Automotive New is reporting FoMoCo's now offering $500 off on the base model of their new CUV to give it a bit more sales "oomph!" Pardon us for being a bit worried here, but wasn't the turnaround effort at the Dearborn, MI based automaker supposed to be "an Edge-based turnaround." Because you know, the Edge is the automaker's "flagship" and stuff. – Ray Wert

Related:
The Ford Earnings Call: The Way Forward Is Even Better Than The Real Thing [internal]

A Bill Ford home can be yours [Freep]

Related:
Making Mo' Money: Mulally Nets Bigger Salary Than Big Bill Boss; BREAKING! Bill Ford To Step Down As President And CEO Of Ford Motor Company, Names Boeing's Alan Mulally As Replacement [internal]

Ford's showing off its HySeries fuel-cell hybrid in the nation's capital today, hoping to carve out a new direction in the ongoing battle of the research hybrids. As we mentioned yesterday, the Edge HySeries uses a hydrogen fuel-cell to top off the EV-car's batteries, which can also be charged via plug-in. Ford says the powertrain delivers a combined city/highway gasoline equivalent fuel economy rating of 41 mpg if the full range is used, and 85 mpg at a range of 50 miles per day (the first 25 are drawn from fully charged batteries). The generator can also be paired with an internal-combustion engine, like gasoline or diesel, in place of the fuel cell. Your tax dollars at work. – Mike Spinelli

Press Release:

FORD UNVEILS WORLD'S FIRST DRIVABLE FUEL CELL HYBRID ELECTRIC VEHICLE WITH PLUG-IN CAPABILITY

* The Ford Edge with HySeries Drive is the world's first drivable fuel cell hybrid electric vehicle with plug-in capability.
* Ford's flexible powertrain architecture enables the use of new fuel and propulsion technologies as they develop without redesigning the vehicle and its control systems.
* The HySeries Drive technology is able to operate using a fuel cell, small gasoline or diesel engine connected to an electric generator to make electricity.

WASHINGTON, D.C., Jan. 23, 2007 - Ford Motor Company [NYSE: F] today unveiled the world's first drivable fuel cell hybrid electric plug-in that combines an onboard hydrogen fuel cell generator with lithium-ion batteries to deliver more than 41 mpg with zero emissions. The vehicle is built on a flexible powertrain architecture that will enable Ford to use new fuel and propulsion technologies as they develop without redesigning the vehicle.

"This vehicle offers Ford the ultimate in flexibility in researching advanced propulsion technology," said Gerhard Schmidt, vice president of research and advanced engineering for Ford Motor Company. "We could take the fuel cell power system out and replace it with a down-sized diesel, gasoline engine or any other powertrain connected to a small electric generator to make electricity like the fuel cell does now."

The new HySeries Drive powertrain featured in a Ford Edge uses a real-world version of the powerplant envisioned in the Ford Airstream concept unveiled earlier this month at the 2007 North American International Auto Show in Detroit. The HySeries Drive powertrain delivers a combined city/highway gasoline equivalent fuel economy rating of 41 mpg. For those who drive less than 50 miles each day, the average jumps to more than 80 mpg.

"We wanted to take what was in a 'gee whiz' vehicle like the Airstream and connect it with something people are driving on the road today, something that wasn't just a futuristic concept vehicle," Schmidt said.

The plug-in hybrid is powered by a 336-volt lithium-ion battery pack at all times. The vehicle drives the first 25 miles each day on stored electricity alone, after which the fuel cell begins operating to keep the battery pack charged. This provides another 200 miles of range for a total of 225 miles with zero emissions. Individual experiences will vary widely and can stretch out the time between fill-ups to more than 400 miles: drivers with modest daily needs would need to refuel only rarely, drivers who travel less than 50 miles each day will see fuel economy well over 80 mpg, while those with long daily commutes will see somewhat lower numbers as the fuel cell must run a larger fraction of the time.

The Ford Edge with HySeries Drive can travel at speeds of up to 85 mph. An on-board charger (110/220 VAC) can refresh the battery pack when a standard home outlet is available, making the concept a true plug-in hybrid.

When the battery pack is depleted to approximately 40 percent, the hydrogen fuel cell - supplied by Ford partner Ballard - automatically turns on and begins generating electricity to recharge the batteries. Like a conventional automobile, the Ford Edge with HySeries Drive will go until it runs out of fuel - in this case via a 350-bar hydrogen tank that supplies 4.5 kg of useable hydrogen.

The HySeries Drive name is derived from the powertrain's structure: a hydrogen fuel-cell-powered series hybrid drivetrain. This highly innovative approach reduces the size, weight, cost and complexity of a conventional fuel cell system by more than 50 percent. It also promises to more than double the lifetime of the fuel cell stack.

This flexible powertrain architecture enables the use of new fuel and propulsion technologies as they develop and become available without the need to redesign the vehicle and its control systems.

Certainly, many significant technical hurdles need to be overcome before a vehicle such as the Edge with HySeries Drive can become a reality. Fuel cell vehicles remain expensive, costing millions of dollars each. And the single biggest hurdle to plug-ins remains the cost of lithium-ion batteries. Much work also needs to be done to make fuel cells more durable and to create a hydrogen infrastructure.

Hydrogen Part of a Broader Effort At Ford

Research into hydrogen, including the Ford Edge with HySeries Drive, is part of Ford's overall effort to address the challenges of climate change and energy independence. Ford is moving ahead with a range of technology solutions simultaneously, including vehicles such as the Ford Escape Hybrid and Mercury Mariner Hybrid, hydrogen fuel cells, hydrogen internal combustion engines, ethanol, clean diesel and refinements to gasoline fueled engines and advanced transmissions. Some of the technology, such as that seen in Ford's lineup of hybrid vehicles, represents near-term approaches. Other technology, including hydrogen fell cells, must be viewed as a long-term option.

Ford began working on hydrogen technology in the early 1990s. Ford's first hydrogen fuel cell vehicle, released in 2001, was based on a lightweight aluminum sedan body, which also was used in the development of the company's first hydrogen-powered internal combustion engine.

The company currently has a fleet of 30 hydrogen-powered Focus fuel cell vehicles on the road as part of a worldwide, seven-city program to conduct real-world testing of fuel cell technology. The fleet has accumulated more than 300,000 miles since its inception. With this fleet on the road, a great deal of information that can be integrated into future fuel cell vehicle propulsion systems is being generated in different local environmental conditions.

Having the fleet outside the confines of Ford Motor Company also has allowed the team to gain valuable feedback on servicing vehicles in the field. As a hydrogen infrastructure is developed and implemented for the fleet at each location, lessons learned are being generated to ensure that the customer and hydrogen fueling interface is seamless and customer friendly.

Related:
Spy Photos: Ford Edge HySeries Hybrid [internal]

Yeah, we tried to mush in some more FoMoCo ad tag-lines into that headline, but we ran out of room. Regardless, we were actually kind of disappointed we hadn't yet seen this ad, called "Wedding Day," on the air as it's been running since the end of December. But since I guess we're not part of the "Asian-American" demographic Ford's targeting it towards — they must be doing it right. And since none of us are in that specific circle, we turned to our resident Asian-American expert obsessed with gadgets (you know, like Asians are wont to be), Gizmodo's Jason Chen. Chen's mostly famous for that classic Asian-American activity of sticking Nintendo game systems down his pants. Our IM transcript is below the jump. – Ray Wert

Ray Wert: Jason, thanks for IM'ing with us today

Jason Chen, AA Expert: Pleasure's all mine Ray

Ray Wert: I want you to look at the following ad from Ford Motor Company (FoMoCo), and tell me how it makes you feel. Specifically, tell me if it gives you any bold feelings or movements whatsoever. Also tell me if it makes you want to live life on the Edge.

Jason Chen, AA Expert: Hmmm, no bold feelings, but I did get a little movement in the old pantaloons. The girl was cute but the guy looked dorky

Jason Chen, AA Expert: Unfortunately it didn't make me want to life on The Edge

Jason Chen, AA Expert: In fact it just reminded me of how my own girlfriend's been dropping hints about getting married

Ray Wert: I'm assuming the pantaloon movement may be due to a Wii, but I'll ignore that. Is the reminder of "getting married" a positive thing?

Jason Chen, AA Expert: Not very

Jason Chen, AA Expert: Maybe it's supposed to appeal to women more

Ray Wert: Hmm, ok — well, would you feel more like living life on the Edge if Ahn Jae Wook were featured directly in an ad?

Jason Chen, AA Expert: Googling, googling...no I don't think so. They probably should have gotten an asian american actor

Jason Chen, AA Expert: Maybe Daniel Dae Kim from Lost or like John Cho from Harold and Kumar. You know, someone people have seen before.

Jason Chen, AA Expert: Plus Daniel Dae Kim's a dreamboat

Ray Wert: Wait a minute, you don't know who Ahn Jae Wook is?

Jason Chen, AA Expert: I'd buy a large sized car from him no matter what island he was on.

Ray Wert: Jason, focus here. I mean, he's Asian-American (or maybe just Asian) and you're Asian-American. You guys should know each other, right?

Jason Chen, AA Expert: I've been a little busy with blogging so I've missed the last few of our Asian American club meetings

Jason Chen, AA Expert: I knew it'd come to bite me in the ass

Ray Wert: Yeah, I mean all you Asian-American people — you're all the same, right?

Jason Chen, AA Expert: Oh yeah, totally

Jason Chen, AA Expert: In fact, that was me in the ad. I didn't want to say anything

Ray Wert: Dude, you got married? Mazel Tov!

Jason Chen, AA Expert: Only in the ad! I'm still avoiding the subject in real life

Jason Chen, AA Expert: Though maybe I wouldn't if mine looked like the one in the ad

Jason Chen, AA Expert: Don't show this to ANYONE

Ray Wert: Oh don't worry — it's not like we're Gizmodo, nobody'll actually see this.

Ray Wert: So, to sum it up — what do we think of FoMoCo's attempts at targeting the Asian-American community?

Jason Chen, AA Expert: I'd say, B for effort, C+ for execution, A- for hiring me and a cute broad. Overall, they should try a little harder to make me feel like it's our country too. Also, I kind of think that specifically-targeted ads to certain minority or ethnic groups are fine — as long as they don't do things like issue press releases on it.

Ray Wert: Why's that?

Jason Chen, AA Expert: I kind of think it ruins the authenticity of it in my mind. We're Asian, so already we're waaay smarter than you — we already know it's targeted towards us.

Ray Wert: Well, thank you for your time Jason. I'm sure the Asian-American people were glad to have you acting as their homogenous representative today.

Jason Chen, AA Expert: Not a problem. They always are. And if they have a problem with it they can take it up at the next meeting.

Ray Wert: Excellent, thanks again!

FordVehicles.com/Asia [Ford]

Related:
Ad Watch: Living On The Ford Edge Of Buildings; Fun With FoMoCo PR: We Like To Live Life On The Edge [internal]

One frequently overlooked tech story from the Detroit show — other than the Jeep waterfall — was Ford's HySeries fuel-cell hybrid system, which powered the company's Airstream van concept. Rather than calling on the cell to power the all-EV car's electric motor directly, like most hydrogen vehicles, this system uses it only to top off the lithium-ion batteries that provide juice. Ford's already ported the hybrid drive, which includes a plug-in function, to an Edge crossover, which showed up on the streets of DC ahead of the city's auto show this week. As these shots indicate, local pols likely got to see where went the Department of Energy grant, with which Ford developed it. – Mike Spinelli

Caught on the Road: Ford Edge HySeries Prototype [The Car Lounge]

Related:
We'll Drive This Tanker: Ford Airstream Concept [internal]

The automotive power-towers scattered across the Metro Detroit region are filled with people whose only job is to make people think sky-blue-pink thoughts about the vehicles sold by their company. These people — are people who need people to love them, and although they're known by different names at each company, their job is one and the same — to be public relations professionals. So, on a semi-regular basis we'll spend some time with these overpaid underworked overstressed PR pros in order to mock everything they hold dear talk with them and learn about their social lives products. In this, the first of what will hopefully be a plethora of episodes, we're talking with FoMoCo PR staffer Whitney Drake about Ford's "flagship," the Edge. While fending off the local yokels walking between us and the camera we'll ask her all sorts of penetrating questions about her job, her likes, her dislikes and whether she lives life on the edge. If, after the fluff stuff is done and there's time, we may even get around to asking her about FoMoCo's newest pumpkin CUV. – Ray Wert

Related:
Ad Watch: Living On The Ford Edge Of Buildings [internal]

There's somethin' wrong with the world today I don't know what it is Something's wrong with our eyes

We're seeing things in a different way
And God knows it ain't His
It sure ain't no surprise

We're livin' on the edge
—Aerosmith, Living on the Edge

"Yes, this is a fantasy. Vehicles can't really drive on buildings."

Hmm — seems to me they couldn't figure out what to classify the Edge as either. It's a "vehicle?" Come on, work with us here — is it a minivan, is it a wagon, is it a CUV? Wait, no — the ad agency knows what it is —it's a "vehicle" — just like a semi-truck and a tank. All we know is the ad for whatever the hell this thing is classified as ain't too shabby. – Ray Wert

EDGY ADS: Ford starts biggest digital blitz ever [Detroit News]

Related:
Ad Watch: Rogue Producer Boldly Creates Shelby GT Ad That Doesn't Suck [internal]