I stopped by the local Ford dealer out of curiosity about the Edge. I was amazed, or rather, shocked. Virtually everything on the lot was $40K+, some up to $43K plus T&L ! Going to TrueCar I checked out pricing and, even there, $38K+, plus T&L. I wish Ford well but pricing $10-14K over a Subaru Outback (or several other mid-sized SUV's) is going to be a tough nut to crack.