Ford Not Targeting Families With Flex Ads

Ford’s answer to the minivan will not be directly marketed to families, according to a story by Automotive News. The company’s new head of marketing, Jim Farley — previously of the trendiest of trend-setting brands, Scion — has revamped the marketing plan of this very important new model to focus on trendsetters instead of just the family market.

As an early example of this plan, Ford had a famous street artist decorate the white roof of the Flex in various urban themes at the recent New York auto show. Ford wants to get far away from the minivan stigma with the Flex, especially since it’s discontinued its own failed minivan, the Freestar.

It seems to me Ford should play up the minivan stigma to the hilt with the Flex.

If there’s one thing we hear most at Cars.com, it’s “I want to be able to fit a bunch of kids and cargo, but I don’t want a minivan.” In fact, if I had a dime for every time I’d heard those words I could afford a new Flex myself. Starting at $28,295 before destination and handling, the Flex starts higher than any minivan on the market but is at the low end of the three-row crossover segment, which includes the GMC Acadia and Mazda CX-9. Unlike most minivans, it also has available AWD. If I had a nickel for every time we got the “I want a minivan with AWD” I’d eat lunch at Gibson’s every day. 

Ford should come out and say the Flex is the “cure for the minivan blues.” Show a row of bland-on-bland minivans at soccer practice broken up by a Flex smack dab in the middle. Bam — instant suburban envy. Heck, there’s a catchphrase right there: “Suburban Envy.” Ford is delusional if it thinks this 201.8-inch-long people-hauler — yes, it’s as long as a minivan — is going to play to the Mini Cooper crowd. It’s not and it shouldn’t. 

Consumers want honesty in advertising, and the suburban mom and dad know they’re not dashing off to catch The Arcade Fire on a Tuesday night. If Ford just said the Flex can fit all your family’s stuff in style, those moms and dads might listen.

Farley retools Flex marketing strategy (AutoWeek)

Related
More Ford Flex News (KickingTires)
Build a Ford Flex (Cars.com)

Comments

[smokin88lx]

Honesty in Advertising? If we had that "crossovers" would be called station wagons.

[eagle2x]

FLEX: Looks like it could become a niche market vehicle for the New York taxi fleet.

looks like a squished expedition, of which i am getting really tired of seeing, more common then mustangs around here.

[Juan Carlos]

is an ugly car and they are trying to do what scion does with their ugly cars (basically their entire line up) and seel them to the youth. maybe those that have the ugly box of the xb and now have children will decide to saty with an ugly car that is just bigger.

[Sashazur]

Scion's marketing hasn't been a huge success - the cars are marketed to 20-something alterna-hipsters, but at least around here, just as many boomers drive them because they're practical and cheap, and ever since they let the xB get big and fat, Scion's marketing has seemed totally wrong. So I'm guessing the Flex marketing will be off the mark too. However it is a cool looking vehicle; I like the 'square' looking styling.

[Yeah!!! Aww... Yeah!!!]

Any marketing is successful if it sells cars, but listening to your suggestions makes me happy you aren't in advertising.

The Flex was geared for youth...it's named after a DJ. FunkMaster FLEX. He even had input during its design. Sooo I don't think it's a minivan or even build for the minivan mindset or a taxi or any other boring segment out there.

The photo speaks for itself. There is your honesty. A fat bald man and a mid-30 dad type are looking at it. Everyone else is walking by.

It obviously doesn't have the qualities of either vehicles. Crossover or minivan.

Welcome to the world of niche.

Aztec meets Magnum meets Nitro meets XB.

Looks like a shiny turd to me.

[Dave T.]

Yeah Aww Yeah,
Actually you're wrong. The flex was designed to replace the Freestar minivan and give Ford a minivan fighter that wasn't a minivan. That was Ford's plan. What has changed recently is the marketing.

As for the name, I think Flex was the only "F" name they could think of, I don't believe it has anything to do with Funkmaster Flex.

Plus most 20-28 year olds, or whatever the "youth" demographic is, don't spend $30-$40K on new cars.

[ziggy]

I can't agree with you more. Ford should be marketing to those that will buy it...those living in the suburbs that don't want the stigma attached to minivans and are not looking for the SUV look. How do you market to "trendsetters" anyway. Wouldn't there be trendsetters across all demographics? This vehicle doesn't fit all demographics. Advertise to those that will be buying it!

[Yeah!!! Aww... Yeah!!!]

Got me on that one Dave T.

BUT....

Go to Ford's website: http://media.ford.com/newsroom/feature_display.cfm?release=20645

I.D. crisis & Ford isn't known for cool. The only other car they have that is cool, doesn't even have Ford badging....The Mustang.

Take a lesson from Scion/Toyota.

The only truth in advertising is in the 8pt legal disclaimers.

Also, if they market it as a minivan, no one will buy it.

You can't reverse market cool.

[Dave T.]

YAY,
Yes I know of Flex's involvement with doing custom Fords, but I'm still not sure the Flex was named "for" him. Ford has said it wasn't.

I'm actually saying market it as the anti-minivan. The 800 lb gorilla in the room with this thing is that people actually NEED the utility of minivans but don't want the stigma attached. It's like just uttering the word minivan causes disdain. So play on that.

[ziggy]

I would believe that "Flex" came from flexible. It's a combination of a minivan, SUV, wagon, family hauler, business hauler. It has multiple uses. I would think that this is how they should market it.

[Skinner]

Wasn't this called the Fairlane when it was in concept? It has a proud heritage and starts with an F - seems like a better name than Flex.

[Infosaur]

It's a REALLY big station wagon. And it's a step down from the Expedition people can't afford to fill anymore. People will buy them with lease payments and incentives.

They won't ever be cool.