Ford doubles down on flagging Flex
November 8, 2011
Ford doubles down on flagging Flex
Sales down, retention up as new model debuts in L.A.
Alisa Priddle/ The Detroit News
The Flex was introduced in 2008 and filled the gap left when Ford abandoned the minivan segment. But the seven-passenger family vehicle — part wagon, minivan and crossover — has failed to excite buyers.
Sales of about 23,000 through October are down almost 22 percent, and Ford sold fewer than 35,000 in 2010, down almost 12 percent from the previous year, according to Autodata Corp.
Ford executives repeatedly have said there are no plans to discontinue the Flex, insisting it has its place in the lineup.
A refreshed Flex will be shown next week at the Los Angeles Auto Show.
Flex customers are fiercely loyal, said Mark Fields, president of the Americas. The Flex has the highest retention rate of any car in the Ford lineup, he said.
The Flex has become popular on the West Coast, making an L.A. show introduction appropriate, Fields said. One-in-five retail sales are in trend-setting California. "It's helping to change our image there," Fields said of the car sought by buyers who want cargo room but don't need off-road capability.
The automaker has even taken the unusual branding step of removing the Ford blue oval from the redesigned front end, which now only has the Flex name.
Dave Sullivan, product analyst with AutoPacific Inc. in Ann Arbor, questions how long the Flex will remain in Ford's lineup.
"How much longer is there room for two three-row vehicles," he asked, referring to the popular new Explorer that gets better fuel economy, has more traditional styling, has almost as much passenger and cargo room, and costs less.
But if Ford wants to keep both, Sullivan said Ford was wise to update the styling of the Flex.
"It looks bolder, more urban and hip," he said of the grille and headlamps and updated interior with the latest MyFordTouch.
Fuel economy improves by 1 mile per gallon to 18 mpg city and 25 mpg highway by adding twin independent variable camshaft timing to the 3.5-liter V-6 engine. It delivers 285 horsepower, which is up by about 20 horsepower.
The six-speed SelectShift automatic transmission has paddle shifters for manual control.
The Flex joins the Ford Explorer in offering rear inflatable seatbelts. It offers adaptive cruise control, collision warning systems and blind spot detection.
The Flex is built in Oakville, Ontario, alongside the sister Lincoln MKT, which has also been upgraded and will be shown in California next week.
apriddle@detnews.com
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