Flacid Flex Sales Prove Point?

Prior to its release, Ford marketing chief Jim Farley had lofty goals for the new Flex crossover: 100k in annual sales! That's a monthly rate of 8,333.33333333 Flexes driving off the lots. Since its release this summer, the Flex has sold around 2,000 units per month. What happened? Well, the credit crunch/fuel crisis can be blamed for some of the disappointment. Let's arbitrarily say that the current state of world affairs is robbing Ford of 4,000 Flex sales every month. That still doesn't make the 2,000/mo sales rate look much better. What else gives? Well, some insiders at Ford think that the hip, urban marketing of the Flex hasn't helped. The brand bible for the Flex that was so touted at the beginning is either turning off consumers or not informing them of the Flex's features. The Flex is always shown at night and you never see anyone in or around the vehicle. Maybe buyers of a family hauler won't notice a fancy "electronic paper" advertisement in Esquire?

I liken the current Flex marketing scheme to that of a balding man wearing a baseball cap to a first date: she's going to find out sooner or later, why hide who you truly are? Let's put the Family back in the Flex. Show how versatile the boxy vehicle can be. Let's see that cool refrigerator in the second row. Let's crow about the premium materials used inside. Promote Sync, the mood lighting and Vista Roof. Tell buyers that the rocker sills have been integrated into the door so that their pants won't get dirty on ingress/egress. Inform buyers about the convenience of the capless fuel filler. Invite customers to sample the smooth, quiet ride and appreciate the (relatively) good fuel economy. I'd wager that you'd easily pick up 500 to 1,000 units per month by scuttling the current campaign and getting back to the basics.

source: det news