2011 Ford Edge official vehicle of Ironman

(July 3, 2010) DEARBORN, Mich. — 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 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 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.”