Monday, February 20, 2012

Flex Future in Flux?


I really, really like the Ford Flex. It's daring styling, cavernous, stylish and comfortable interior, and available EcoBoost engine are all true difference makers in the sea-of-beige segment in which it competes. Despite being a thoroughly wonderful crossover, sales never quite lived up to the very lofty (and unrealistic, I might add) expectations. With the Flex's platform-mate Explorer now a home run success, is there room for the funky Flex to stick around?

Full-year sales for 2009 totaled a very respectable 38,717, followed by 34,227 in 2010 and slipping to 27,428 in 2011. Carrying an average transaction price around $40,000, Flex's smaller sales numbers could easily be offset by a more generous profit margin. Ford also has claimed a Flex victory in attracting a very high conquest rates and coastal sales; a perennial trouble spot for the blue oval brand.  

A restyled version of the Flex goes into production next week at Ford's Oakville, Ontario assembly plant alongside the smaller Edge crossover, as well as Lincoln's MKX and MKT. This refreshed Flex should carry through the 2015 model year, but what about after that?

Insiders have been tightlipped about the big wagon's next iteration, but there have been rumors of Flex moving to the same extended wheelbase version of the CD4 platform (2013 Fusion/MKZ and upcoming Edge and MKX will ride on the standard length CD4). This alignment would allow an easier differentiation between Flex and Explorer, allowing Explorer to either continue as part of the D4 program or move onto a different crossover or SUV architecture.

Whatever the case, I would expect Flex sales to rebound this summer once supply of the stylish 2013 model has built up. A proper advertising campaign for Flex could do wonders as well; the current model hasn't seen much spotlight since the vehicle's launch. 

Explorer might be the mainstream, popular choice, but I have a sneaking suspicion that Ford will have no problem selling a high-profit Flex to customers who wouldn't otherwise touch a Ford.

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