Ford Wants Flex Seen as Trendsetter, Not Family Hauler

Frank Williams
by Frank Williams
ford wants flex seen as trendsetter not family hauler

The Ford Flex is a large, seven-passenger crossover "people mover" that's basically replacing the minivan in Ford's vehicle lineup. So who will Ford target with the marketing? Everyone but families, according to Automotive News [sub]. It seems that Ford's new marketing chief, Jim Farley, doesn't want the Flex seen as a mom-mobile minivan replacement (wait a minute… isn't that what most seven-passenger SUVs and CUVs are?), so they're exorcising kids and dogs from the ads. Rather than "limit(ing) the Flex's potential by painting it so visibly with the family brush," they want to pitch it as "a trendsetting vehicle for people wanting a stylish ride." They think the xB-with-a-thyroid-problem styling will appeal to consumers not needing a kid-schlepper because as brand manager Kate Pearce explained "you can't not want to be noticed when you drive down the road in a two-tone vehicle with really cool grooves down the side."

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  • Quasimondo Quasimondo on Apr 02, 2008
    The Flex: Where are the buyers gonna come from? They're going to come from families that are moving up from older Camrys, Accords, Altimas, etc. I can’t see ppl trading their Honda’s, Toyota’s and Nissan’s in on a Flex. Judging from the attention it recieved at this year's auto show, I can.

  • Whatdoiknow1 Whatdoiknow1 on Apr 02, 2008

    If you want to build hype for your brand you need to build something new. Another large-sized 5 door wagon thing is not going to do it.

  • Joeaverage Joeaverage on Apr 10, 2008

    Honey I shrank the RangeRover!!! I like the looks and if it looked as good in person I'd consider it. I think I could keep it reliable.

  • Olddavid Olddavid on Dec 18, 2009

    In the late 60's American Motors took the Rebel Wagon they called a Cross Country and localized them by having woodgrain and other "themes" targeted at the various areas where they had regional offices. Maybe Ford should employ this technique? If this were a foot shorter and 1500# lighter it could have a chance. But, I am the guy who thought adding doors to the Bronco II was a mistake, too, so what do I know? I have always had a weakness for station wagons.........