Ford to market Flex as a stylish ride, not focusing on families

When the Ford Flex made its world premier last year at the New York Auto Show, it was said that the seven-passenger crossover would replace the dead Windstar minivan. Now with Jim Farley in charge of marketing, that’s all about to change – and to market the new Flex, FoMoCo will do so without focusing on its biggest potential customer; families.

The 2009 Ford Flex will go on sale this June, but when you start seeing the commercials on TV or the print ads in magazines don’t expect to see kids and dogs showing how roomy and comfortable the Flex is. Instead, Ford will try to sell the Flex as a trendsetting vehicle for people wanting a ‘cool’ and ‘stylish’ ride.

“There’s much more to this vehicle when you look at it rather than just narrowly defining it as a family crossover,” said Kate Pearce, Flex marketing manager. “It is the style that draws people to this vehicle. Good or bad, it evokes an emotion.”

The base model front-wheel-drive SE trim will be offered under $30,000 while the most expensive model with all-wheel-drive will be priced at $37,255 before options.

Yeah, there is nothing cool about the Flex to us. It looks like a big boxy MINI Cooper with sharp edges and a white top. Perfect for those who just want to haul around their cargo and family rather than look stylish. Let’s leave the coolness up to the Lincoln Navigator, Ford Edge and the Lincoln Aviator.

 

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Source: Automotive News (Subscription Required)

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