At a first glance… when I initially saw the Ford Flex crossover back in the winter (2008), I was a bit awestruck. I didn’t particularly love the design, but I was more or less intrigued and wanted to find out what it was and which manufacturer was responsible for such a bold and daring design. The external appearance of the Flex grew on me the more I was exposed to the vehicle and had the opportunity to see the different color combinations, and customization options- from my visit to Ford headquarters in Detroit, to several dealerships thereafter, to actually being behind the wheel.

So just to bring you all up to speed if you haven’t read about my previous experiences/events regarding the Flex- I paid a visit to Detroit where I met with some of the key designers, marketing/communications and product specialist individuals, (i.e. Flex experts), where I learned everything there is to know about the Flex, and had the opportunity to get my own personal walk-around tour of the vehicle. The passion and enthusiasm for the Flex that was expressed by this dynamic group reverberated through the trip and lingered with me even after I left Detroit.

Flex Launch event at Holman Ford in Mt. Laurel, NJ

Following Ford headquarters, I ventured to the retail level, when I visited several Ford dealerships (and was warmly welcomed) for their consumer-focused Flex launch events. The parties themselves were fun, but it was most interesting to gauge the consumers’ reactions to the vehicle, see first-hand who it appealed (or didn’t appeal) to, and finally to listen to their feedback. Overall, I’ve gotta say, the general consensus was positive, met with the surprise that the Flex was produced by Ford. (I think this reaction reflects that they’re stepping up again and raising the bar in the overall quality of their products.)

Flex’n through Chicago

Last weekend I had the opportunity to take an “extended test-drive” of the 2009 Ford Flex (limited model of course), and what a great experience it was! Even though I’ve driven the Flex before, it continues to impress me. I felt more or less, like I was in a luxury vehicle, between the leather seats, the Next Generation Navigation System, SIRIUS satellite radio, and the unexpectedly smooth and quiet ride. And of course, as soon as I stepped into the Flex, I synced my phone with Ford SYNC, and “safely conversed” as I was driving. (It’s hands-free so I avoided any hassle from the Chicago PD and a costly ticket—for all they knew I was talking out-loud to myself….)

Given the monstrosity of bumper to bumper traffic during rush hour in Chicago, I was excited to use the

This is the 2009 Ford Flex Limited I drove through Chicago.

Next Generation Navigation system. No, I didn’t need a map to find my house, however, the system (using TravelLink- $6.99/mo with SIRIUS satellite subscription) gives you up-to-date information on traffic-including all incidents, be it construction or accidents. Sooo when the alert appears on the screen, you have the option to “avoid the incident” and the nav system will redirect you to another route. Fabulous, no? On the first day alone, I cut 25 minutes out of my travel time by using the system- it was great! While I was driving, I was bumping to the tunes of the Sony premium audio system, as I flip-flopped from hip-hop to oldies to Latin beats, kept up-to-date with my sports scores, and even learned something new about my thyroid on “Doctor Radio,” (and I’ll admit, I did check out the “Playboy Radio” station for a few minutes, but you can use your own imagination to figure out what they discussed on that one…)

2009 Ford Flex Limited

Being that the Flex seats 6-7 people, it’s definitely a “people mover” so I was able to chauffer various groups so they could really experience the luxurious ride that the vehicle provides. (And the taller people had no problem sitting in the second row- very comfortably I may add with their own footrests, as the Flex was rated best in class for 2nd row limousine-like leg room.) When the Flex wasn’t fully occupied by passengers, I put the 2nd and 3rd row seats down which gave me 10 feet of space to transport everything from suitcases to a grill to shopping bags, so in essence, it’s very versatile, whatever your needs may be. And get this- the 2nd row console houses a refrigerator/freezer! I don’t know about you but I always keep at least a water bottle with me when I drive. In the Flex I was able to keep several in the fridge, all of which kept ice cold as I plodded through traffic, until I reached my destination.

It’s all about the Details….

Many of you are aware that parking in Chicago is a bear, (no pun intended) but I’m lucky enough to have a [very narrow/confined] indoor structure to park my car. Reversing out of my spot is not a problem with my little RX-8, but I was initially a bit nervous with the Flex as it’s quite a bit longer and I wasn’t sure how well I’d be able to see out of the back window. To my delight there’s a sensor system on the vehicle that not only beeps as you reverse, but also includes a camera, so you can see what’s behind you on the LCD touch screen as you’re reversing! Not to worry, I backed out with ease, sans any dents or scratches.

And finally the issue of gas… although prices have dropped as of recently, it’s still a concern for most of us, including me. Given the size of the vehicle, I thought I’d end up spending a more on gas than usual, but that wasn’t the case. For the AWD Limited Flex that I drove, which gets 22mpg on the highway 16mpg in the city, (FWD model get 24mpg hwy/17mpg city), I was delighted at the reasonable cost to fill the tank with unleaded gas, and I didn’t have to hassle with a gas cap because it’s capless! And given that I could also check all nearby gas stations for the lowest prices through SIRIUS TravelLink, my wallet stayed relatively full- well, at least at the gas station.

Who’s Flex’n?

Target demographic… Ford says it’s a psychographic not a demographic market they’re reaching with the Flex. That may be the case, and I agree that it is for the person that wants to stand out from the crowd as it’s anything but traditional. However, from my experiences thus far, I found that there’s definitely a

FLEXn through Chicago: CarsDiva, Demetra Markopoulos, in front of the 2009 Ford Flex Limited in Chicago.

demographic that this crossover appeals to…

Overall, whether I was driving, parked, or stopped at a traffic light (yes indeed, I even had a guy on his bicycle ride up to ask about the Flex), I continually received the “thumbs up” sign …people were intrigued. The few that saw the Flex, were somewhat interested, and then took a ride, were impressed. So my conclusion is that you have to get the skeptics in the car to win them over.

As much as I love my little race car (Mazda RX-8), I have to admit, I was a bit saddened to return the Flex. It’s definitely a “pimp-my-ride” kind of car.  In fact, I know exactly how I’d customize my own if given the opportunity… “The Diva Flex.”   

Hmmm… I kind of like the ring of that…

I am admittedly on a car tangent, it’s that time of year. Today someone asked me about the Ford Flex and I realized I didn’t know enough about it. So I can home and did some research.

Ford no longer has a minivan so from what I understand this is the replacement. It only gets 17 mpg and it has a 3.5 liter V6 engine and seats seven.

My opinion of this vehicle very sort of “scratch your head”.

When Scion started selling cars in 2003 people were trying to snatch up the xB. It was a vehicle I had seen before as bB in Japan. Scion focused a younger crowd, and offered crazy add-ons (which they charge too much for but don’t get me started on that one) and sold cars like crazy. The thing that worked was that the cars were cheap and looked street. It also gave people a chance to get after market parts that maybe they wouldn’t know how to get without the hassle otherwise.

The same year Scion came out with the xB, Honda came out with the Element. The Element was suppose to be competition for the xB. It didn’t work out. The Element didn’t look young and “street” enough to attract young buyers. It didn’t have the add-ons, and just the Honda guarantee of reliability, well it wasn’t enough.

Honda has made some improvements on the Element in the past five years but it doesn’t sell the way they wanted and as of the last time I checked about 2 years ago, their primary buyer was an over 35 crowd.

Now why am I talking about this?

I think that the Flex is closer to the Element than the xB. I think the roof being painted a different color than the car, was an attempt to make the car look more street. So were the lights. It doesn’t translate well enough to drive the point home. The fact that the car only comes in automatic doesn’t help pull in a younger crowd either. And why does any of that matter?

Well I think this car was a gamble for Ford. If it doesn’t work out then I think in a few years they will pull it from their line. I think at best there is a 50/50 chance that could happen. If it does the value of the vehicle will drop. I don’t think the gas mileage is going to help sell this car. Plus with three crossover vehicles Ford is it’s own competition. 

If I were going for a Ford crossover I would go for the Edge. It starts at a lower price, looks better, and gets better gas mileage too!

Reviews for the Flex were great, but I think the question will be how will it sell not how will it drive. A car is an investment and I don’t know if this one would be a good one. I wonder if this one will work out for Ford.

 

Unveiling the 2009 Ford Flex, McCafferty Ford

After my recent visit to Ford in Detroit, I thought I would “go out in field,” where it really happens, and visit a few Ford dealerships during their Flex Consumer Event, parties that dealers hosted to introduce this very unique vehicle, in a very unique way, to the general public.  Unfortunately I missed many of these as getting schedules to dealer Flex events around the country was impossible from one database or resource [Why was that? Shouldn’t there have been a single place where any consumer could go on the Web to find out about the dealer events in his/her area?  Isn’t that what social networks and social media are for?  I would assume that this would have boosted visibility and attendance, therefore, I’ll volunteer to host the schedule for any and all future auto- related consumer events.  By the way – it’s a great way for me to know how/where to attend a few…I do love a good party!]

At any rate, relying on an old friend from Philadelphia, John Possumato… (see his latest blog on the Flex by the way at www.Possumato.com), I did get information and some “Flex paraphernalia” from some of the dealers who “did it up right” in the Philly region.  You can check out my last blog on the happenings, including some pictures from Lilliston Ford in Vineland, NJ, Haldeman Ford in Hamilton Square, NJ, and C & C Ford in Horsham, PA… and with a bit of luck I should be receiving a video of the Lilliston event soon. Stay tuned!

FLEX’n with the Diva: 2 Special Invitations

I’m most excited to say though, that I eagerly received and accepted an invitation to go to two dealer

The ladies are sporting their own McCafferty Ford was Flexn with the Diva shirts!

Flex Consumer Events in person.  The first was with Jim Thomas, Steve Amabile and their crew at Springfield Ford, in Springfield, PA, on August 20th. And the second was an extra special event at McCafferty Ford in Langhorne, PA, August 22nd, with Todd Buch, Chris Bove, Lisa Markley and all the individuals that helped to create what I heard was one of the best Flex intro parties ever  …and I’m not just saying that because they had a bunch of special t-shirts made with the caricature of, well, yours truly, the CarsDiva (although that certainly made it extra special for me!)

Social Media Savvy at Springfield Ford

Springfield Ford was under construction during their Flex event- they’re doing major renovations to their facility (which I can’t wait to come back and check out when it’s finished!)  However, they did their best to throw a successful

Springfield Ford, Springfield, PA: John Gatto, Internet Sales Manager and Steve Amabile, General Sales Manager.

event in a very small section of the showroom given the circumstances.  I was more so eager to meet dealer principal Jim Thomas, and especially General Sales Manager, Steve Amabile, as Steve is very active on the Web on blogs, online networks, etc… (We actually met through a “Flex forum.”)  Steve started in the Internet Department at Springfield Ford- (one of the early pioneers in automotive Internet sales) and he had actually sold several Ford Flex vehicles through his online networking and delivered one as far away as Japan!  So that being said, I was anxious to meet him and perhaps learn a thing or two from his experience in using social media to promote the Flex for Springfield Ford.

Click here to watch my interview with Steve Amabile.

First-Class All the Way at McCafferty Ford

McCafferty Ford in Langhorne, PA, historically one of the highest volume and most consumer (female

Ford Flex Walk-Around at McCafferty Ford

especially) friendly Ford dealers in the Philladelphia region, characteristically went the extra mile to prepare for and promote their Flex party; they even announced in advance that I would be attending the event! (Check out the announcement at http://blogs.phillyburbs.com/news/bcct/cars-diva-to-visit-mccafferty.  I spoke to Chris Bove, General Sales Manager at McCafferty , prior to the event, and he enthusiastically told me about their plans, including having a DJ, hors’ devours, plenty of staff on hand to welcome the guests all building up to the “unveiling of the Flex” complete with a vehicle “walk-around” presentation.  After the “unveiling” there were plenty of vehicles available for guests to “ride and drive” and experience the impressive driving attribute of the Flex on their own.  Of course,

Consumers at McCafferty Ford, checking out the all new 2009 Ford Flex

one of the most exciting things (and surprising for me) were the exclusive shirts they made up with my caricature and the line, “McCafferty Ford was Flex’n with the Diva” – quite an honor guys!

In my opinion, the group at McCafferty Ford was really a forward-thinking crew, starting at the top with President, Todd Buch, and including the management team, Chris Bove, and Lisa Markely, Internet Sales Manager.  They all shared not only their receptive attitude, but also their eager willingness to dive into social media, particularly as it relates to the Ford Flex.  Lisa, their expert in the Internet Department, discussed with me the importance of establishing and then retaining her relationship with customers, particularly female consumers.  And from the way the the McCafferty crew interacted with the consumers at the event, many of them already loyal customers, I could see first-hand that what they said held true.

CarsDiva, Demetra Markopoulos and Chris Bove, General Sales Manager, McCafferty Ford

From what I saw at both Springfield Ford and McCafferty Ford, consumers reacted very positively to the introduction of the Flex, once they fully experienced the vehicle.  There were those who came because they loved the Flex from the get-go, and others were intrigued and wanted to learn more about it.  After a successful event at Springfield Ford and a spectacular party at McCafferty Ford, I definitely look forward to attending future dealership events, specifically at these stores – I can’t wait for my next trip back!

 Click here to see more photos from the events!

Anthony Prozzi, Ford Designer

During the first sit down interview (think “The View”), I was joined by several Ford Execs, including Anthony Prozzi, Ford Designer (Interior Design Manager of the Flex), Kate Pearce, Ford Flex Marketing Manager, and Usha Raghavachari, Ford CUV Marketing Communications Manager, who shared their insight, expert information and passion about the Flex. Jay Ward, Ford SUV/CUV Communications Manager, later joined us for the walk-around tour of the vehicle.

What’s a Flex?

So what is the Ford Flex? Well Kate Pearce said that “it’s something really unique and different in the market.” It’s defined by Ford as a crossover, which is a vehicle that combines the best features of a car, coupled with the capabilities of an SUV. “We fundamentally believe that Flex is the next game changer for Ford. There will be nothing else like it in the marketplace,” said Kate Pearce.

Anthony Prozzi added that he thinks, “what makes a game changer, and a vehicle like the Flex so important

Kate Pearce, Ford Flex Marketing Manager

is the fact that it is well designed.” (coming from a designer himself!) “In an arena with so many competitors, the thing that’s going to set you apart is obviously the way it looks…first impressions always make the lasting impression. Its looks, its overall appearance, enhanced with all the comfort and driving dynamics of it, you have not only a game changer, but you have something that’s significant and a homerun for Ford Motor Company.”

And the Flex is for…

And who’s the target customer? Well, this time it’s not about a demographic,

2009 Ford Flex Limited

but a psychographic. That is, the Flex customer is someone who wants to avoid the norm and make a statement. “Our target consumer, we describe them as an attitude rather than a demographic,” said Usha Raghavachari. “We’re getting so much positive feedback from young

Usha Raghavachari, Ford CUV Marketing Communications Manager, talks to the CarsDiva about the Ford Flex customer.

 and old, alike…we like to describe them as people who invest in the interesting.”

In my opinion, well the vehicle is definitely interesting, and indeed, it evokes a reaction. As to what kind of reaction- well you decide! Whether you’re a fan or not, you have to admit, the Flex does draw attention. And if you’re not convinced by your first impression, give it the benefit of the doubt and check out the inside. Quite extraordinary, I must say…

CarsDiva wearing a Haldeman Ford Flex T-shirt

As part of the new vehicle launch, Ford dealers across the country are throwing consumer parties to “unveil” the Flex. Unfortunately I missed some of them, but I was lucky enough to get a couple Flex souvenirs from the successful events hosted by my friends in the Philadelphia area- Lilliston Ford (Vineland, NJ), Haldeman Ford, (Hamilton Square, NJ), and C & C Ford (Horsham, PA). And next week (August 18-22), I’ll be checking out the Flex events at Springfield Ford and McCafferty Ford. Stay tuned….

If you’re interested in learning more…

CarsDiva wearing a Lilliston Ford t-shirt from their Flex event.

Check out the site to learn more about the 2009 Ford Flex, particularly the “CarsDiva Directory of Reviews” which is a compilation of all the Flex reviews on the Web.  Post your thoughts in the discussion forum, and take a peak at the calendar to learn about Flex events in your area, and to see which Flex event I’ll be at next! 

CarsDiva sporting a Flex t-shirt and toting a Flex bag from C & C Ford.

Videos (and more on Ford’s Blueprint for Sustainability with John Viera, Director of Sustainable Business Strategies) soon to follow!!!

Anthony Prozzi, Ford Designer

During the first sit down interview (think “The View”), I was joined by several Ford Execs, including Anthony Prozzi, Ford Designer (Interior Design Manager of the Flex), Kate Pearce, Ford Flex Marketing Manager, and Usha Raghavachari, Ford CUV Marketing Communications Manager, who shared their insight, expert information and passion about the Flex. Jay Ward, Ford SUV/CUV Communications Manager, later joined us for the walk-around tour of the vehicle.

What’s a Flex?

So what is the Ford Flex? Well Kate Pearce said that “it’s something really unique and different in the market.” It’s defined by Ford as a crossover, which is a vehicle that combines the best features of a car, coupled with the capabilities of an SUV. “We fundamentally believe that Flex is the next game changer for Ford. There will be nothing else like it in the marketplace,” said Kate Pearce.

Kate Pearce, Ford Flex Marketing Manager

Anthony Prozzi added that he thinks, “what makes a game changer, and a vehicle like the Flex so important is the fact that it is well designed.” (coming from a designer himself!) “In an arena with so many competitors, the thing that’s going to set you apart is obviously the way it looks…first impressions always make the lasting impression. Its looks, its overall appearance, enhanced with all the comfort and driving dynamics of it, you have not only a game changer, but you have something that’s significant and a homerun for Ford Motor Company.”

And the Flex is for…

2009 Ford Flex Limited

And who’s the target customer? Well, this time it’s not about a demographic, but a psychographic. That is, the Flex customer is someone who wants to avoid the norm and make a statement. “Our target consumer, we describe them as an attitude rather than a demographic,” said Usha Raghavachari. “We’re getting so much positive feedback from young and old, alike…we like to

Usha Raghavachari, Ford CUV Marketing Communications Manager talks to the CarsDiva about the Ford Flex customer.

describe them as people who invest in the interesting.”

In my opinion, well the vehicle is definitely interesting, and indeed, it evokes a reaction. As to what kind of reaction- well you decide! Whether you’re a fan or not, you have to admit, the Flex does draw attention. And if you’re not convinced by your first impression, give it the benefit of the doubt and check out the inside. Quite extraordinary, I must say… 

CarsDiva wearing a Haldeman Ford Flex T-shirt

As part of the new vehicle launch, Ford dealers across the country are throwing consumer parties to “unveil” the Flex. Unfortunately I missed some of them, but I was lucky enough to get a couple Flex souvenirs from the successful events hosted by my friends in the Philadelphia area- Lilliston Ford (Vineland, NJ), Haldeman Ford (Hamilton Square, NJ), and C & C Ford (Horsham, PA). And next week (August 18-22), I’ll be checking out the Flex events at Springfield Ford and McCafferty Ford.  Stay tuned…

If you’re interested in learning more…

CarsDiva wearing a Lilliston Ford t-shirt from their Flex event.

For those of you “Flex Fanatics” out there, (or for those whose interest was peaked), check out my new social network devoted to the Flex, spun out of CarsDiva.com, called FlexFans.org, which centers on the Ford Flex. And take a peak at the calendar to learn about Flex events in your area, and to see which Flex event I’ll be at next!

CarsDiva sporting a Flex t-shirt and toting a Flex bag from C & C Ford.

Videos (and more on Ford’s Blueprint for Sustainability with John Viera, Director of Sustainable Business Strategies) soon to follow!!!