ON THE NEW AMERICAN MINI-VAN

YES, FORD CAN?

At a time when many Americans, especially in big cities wouldn't think about buying a big American car, Ford seems to finally have a product that could change some of their minds.  The Wall Street Journal has a story on the new Ford Flex, the latest effort by U.S. auto makers to change their products in a needed direction:

"The unusual design of the Flex, which has just started arriving at dealerships, is aimed at attacking one of the biggest problems facing Detroit's Big Three -- what is known in the industry as "consideration."

Ford, General Motors Corp. and Chrysler LLC have improved the quality, look and feel of their vehicles, but many Americans have simply written them off and won't consider buying anything they make, especially in urban, coastal markets where Detroit auto makers long ago lost their allure."

The story goes on to describe how the Flex was designed and rolled out with these issues in mind, and how Ford is marketing and promoting the vehicle.  It's a spiffed up mini-van made to look like a cross-over SUV, big enough to seat 7 adults (we still need that now and then), and give relatively good gas mileage.  Pricing starts in the mid-20,000 dollar range and works up from there with options.  The article describes some of these options:

"To spiff up the interior, the company tapped a fashion designer, Anthony Prozzi, who suggested putting tweed panels on the doors to create a warm, hand-crafted look inspired by a fine men's suit.

The Flex has a few other surprising features too, like an optional small refrigerator and an improved navigation system that locates gas stations with the cheapest prices. But its roominess remains one of its top selling points, according to dealers."

We'll likely see more of these out-of-box efforts by U.S. auto makers to sell more boxes.  Hopefully potential customers will give them due "consideration".

Comments

[Ted Rheingold]

Hi Michael,

It appears they are assiduously trying to avoid using the term 'station wagon', but I think that is what the name they should use. Both mini-van and SUV have heaps of negative connotations at this point, and I think the term 'station wagon' may offer a lot of nostaglia or new impressions that would be more positive...

[ppearlman]

too much suck for only one car...