Despite its many functional charms, the U.S. car market has simply never warmed up to the Ford Flex in the two years it has been on sale. Nonetheless, Ford will persevere with the big wagon even after the all-new Explorer goes on sale later this year. The Flex and Explorer will share much of their underpinnings but will be marketed to different audiences.
While the Flex is promoted as a crossover, the Explorer will apparently be targeted at its traditional SUV audience. The styling of the Explorer will be more in keeping with the high-riding SUV aesthetic than the tall station wagon Flex. The Flex may not have the kind of sales volume that Ford had hoped for, but those that are being sold are going at higher transaction prices with lots of options so the automaker is likely making money on the vehicle.