Ford will stay away from the "f" word in the marketing campaign for its seven-passenger crossover, the Flex, arriving in dealerships in June. Although the majority of interested buyers will likely be large families, the Flex will be marketed as a vehicle for trendsetters, according to Automotive News.
The change in strategy has apparently been initiated by Ford's new marketing honcho and golden boy Jim Farley. With the Flex's Mini-like floating roof (available in white and silver) and polarizing appeal, Farley sees a potential to highlight the Flex's unique styling while still not alienating family-oriented buyers.
The ads will also showcase the Flex's interior, which received a greater development budget when the expensive and minivan-like sliding doors were eschewed in favor of conventional, albeit very long rear doors. With the revised marketing strategy, Ford hopes to attract drivers of mid- and full-sized SUVs.
What do you think? Should Ford stick to the Flex's family appeal or does the crossover's bold styling call for a different marketing approach?
Source: Auto News (subscription required)