Filed under: Marketing/Advertising, Crossovers/CUVs, Ford
Slow Ford Flex sales blamed on...
Click above for more high-res pics of the Ford Flex
Ford's boxy new Flex crossover wagon is far from meeting its sales expectations. And while part of its slow sales can be chalked up to the overall downturn in the auto market, and specifically sales of large 'utes, some believe that there could be more than meets the eye to this particular story.
Up to this point, Jim Farley, Ford's main marketer, has been running a very stylized advertising campaign to accompany the launch of the new people mover, and certain members of Ford's board reportedly believe that a more mainstream or conservative launch would have worked out better.
Farley defends his approach to The Detroit News, and he points out that half of all Flex's are sold to conquest buyers from other brands, especially from foreign-made minivans. Plus, more are sold loaded with all the goodies and are going for prices in the high 30's. Regardless, expect to see more ads touting the Flex's roominess and sound core family values moving forward.
Gallery: 2009 Ford Flex
[Source: The Detroit News]
Reader Comments (Page 1 of 4)
jimbo 5:40PM (10/28/2008)
Should we expect to see good old Jim, moving forward (to GM?)
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Mike 2:41AM (10/29/2008)
Why not? It's not his fault he's being asked to sell a mangled Range Rover clone as a "revolutionary" new Ford.
BigMcLargeHuge 5:41PM (10/28/2008)
Slow Ford Flex sales blamed on...
Ugly!
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zamafir 6:12PM (10/28/2008)
x2
bc 6:18PM (10/28/2008)
As compared to what? Among vehicles that can carry a similar quantity of passengers and cargo, only the GMC Acadia might be better looking. The Chrysler minivans are equally boxy, but much more awkwardly detailed.
The comment about wheelbase below is interesting, though--iirc, the Flex was originally planned to use the mid-sized CD3 platform but was switched to the full-size D3 because at the time everyone thought a minivan replacement/alternative would have to be bigger to be considered against the competition.
snakesusage 7:16PM (10/28/2008)
X10
They should have used the good looking, versatile interior on a better looking exterior skin.
Dave 11:16AM (10/29/2008)
Poor styling, price, and mileage is where this vehicle went wrong.
J Who 5:44PM (10/28/2008)
For me personally, had the Flex been short wheel based I would be ALL over it. It just doesn't look right to me as a long wheel based vehicle.
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DC_1 5:46PM (10/28/2008)
I am a true Ford fan and praise them for stepping outside the box with the Flex however; with that said its just not attractive at all. I really do love the features and interior.
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Isuzu32 5:47PM (10/28/2008)
Maybe because it's one of the worst looking vehicles to come from Ford in decades. I didn't believe how ugly it was until I saw a few at a dealership a few months ago. Needless to say they are still sitting at the dealership.
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BobinCobb 5:50PM (10/28/2008)
Slow Ford Flex sales blamed on...
Consumers having better taste than Ford expected !
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L Elion 5:51PM (10/28/2008)
I have shown, demonstrated, walked around that remake of a 72 International Harvester Carry-All, ( look up pics of said Carry-All ), to all manner of qualified buyers and have always received the same quizzical looks accompanied by a variation of the following; "Its ugly". That explains the strobe style hiding of its looks in the commercials. By the its lack of sales, this is the seventh iteration of that overly tall and bulbous chassis, ( 500,Montego,Freestyle, Taurus X, Sable, Flex, MKS), the ugliest, the priciest, and.... only one of seven is selling in any great quantity; the good looking one: the Mks. To a Ford Motor Co that is hooked on ugly/quirky, LOOKS SELL.
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Torrent 5:55PM (10/28/2008)
Yeah sure. The ADVERTISEMENTS are what is stopping people from buying a 7 passenger big ass wagon. yeah. That's the problem. ads....
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tuna 6:15PM (10/28/2008)
Traditionally, that is the Detroit mentality: blame it on the ad agency. It's much easier to make the outsider the scapegoat than to look within and own up to accountability. They rarely see their respective ad agencies as partners to their success. They only see agency folks as people to abuse (so they can feel important) and to throw under the bus when their decisions and direction turn out to be unwise.
Torrent 6:46PM (10/28/2008)
Nah actually that is the first time I heard that one.
I think your view is a little dumb with a dash of ignorance, but I respect your opinion.
Judy Zik 6:56PM (10/28/2008)
COULD BE PRICE?????
Personally I love the Flex. It has a style that you either get it or you don't and I get it. But I think the price is a bit high. If this is supposed to be grabbing Minivan customers it's price here in Canada is $15,000 more than a Grand Caravan starts at and about $5000 more than a Sienna or a Odyssey. Cerbyler is also selling brand new Journey 3 row CUV's for $15,000 less. Flex offers way more vehicle than the Journey but in these tough times how many people can justify spending $15,000 more.
The Flex is an awesome product and I think it will gain traction if they lower the price and gas prices don't spike again.
johnmsp 5:58PM (10/28/2008)
It looked better when it was a concept (fairlane). It had higher ground clearance which would be great in the snow. The suicide doors were kind of cool. the Flex became so watered down by the time it got to production it looked like my parents station wagon in the 80s.
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fixitfixitstop 11:08PM (10/28/2008)
I agree. The Fairlane was really good-looking, and to me, Ford just put the Fairlane concepts' body on the Freestyle/TaurusX.
It was a recipe for failure, in my opinion.
J Who 3:46PM (10/29/2008)
That's funny, because while making my comment above I kept looking at the pic and thinking of how much it looked like a modern day version of a station wagon with a bit more headspace...
BigWill 6:02PM (10/28/2008)
Hate to say I told you so, but the Flex was destined to share its fate with the Dodge Magnum wagon even before the gas hit $4-5/gal. Once the minimal demand was met for a vehicle that looks like a giant Mini Clubman fitted with an interior ripped from Grandpa's Taurus, sales would tank.
Coming next from Ford - I told you so Part II: the Lincoln MKT.
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