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Ford's new Flex crossover was unveiled over a year ago and will be hitting dealerships soon. When it was unveiled the seven-passenger crossover was seen as a replacement for Ford's Windstar/ Freestar minivan. Well instead of marketing the new vehicle towards families, Ford is choosing to market it to people that want a "cool or stylish" vehicle.
“There’s much more to this vehicle when you look at it rather than just narrowly defining it as a family crossover,” said Kate Pearce, Flex marketing manager. “It is the style that draws people to this vehicle. Good or bad, it evokes an emotion.”
Don't expect to see families or kids in the upcoming ads for the Flex as Ford is trying to position the Flex as a trendsetting stylish vehicle.
What do you think? The Flex probably looks better than a minivan, maybe, but is it actually something that "trendsetters" will flock to? Especially people who do not necessarily have children?
The Flex is expected to start at just under $30K when it hits dealerships this June and fully optioned models will be close to $40K.
Full Story: eGMCarTech
Related Stories:
All-New 2009 Ford Flex is Going to Start Under $30K
2009 Ford Flex Revealed...too Bad its Just a Glorified Station Wagon

Comments (34)
What style ? The Flex is a perfect example of lack of style. How much talent does it take to design a box and put wheels on it. It looks as if a 4 year old designed it. It's a brick on wheels. This vehicle will bomb just as bad as the Ford 500 / Taurus. I do not who makes these decesions at Ford, but this will be a money looser for them, and that is something they do not need. They need to kill this vehicle before it starts or it will be another black eye for Ford. Just my opnion.
Posted by Ozric | March 31, 2008 10:56 PM
Posted on March 31, 2008 22:56
It looks like a giant Scion xB
Posted by Bill | March 31, 2008 11:22 PM
Posted on March 31, 2008 23:22
style ? it is a cinderblock on wheels and unproportioned cinderblock on wheels.
Posted by o | March 31, 2008 11:55 PM
Posted on March 31, 2008 23:55
That is by far the most stylish brick I have ever seen.
Posted by SEALBoy | April 1, 2008 12:27 AM
Posted on April 1, 2008 00:27
It definitely has style, just not the kinda style that would make a younger person jump all over it. Also considering soccer moms don't have much style either, I wouldn't be surprised if this is a hit.
Posted by Mathew | April 1, 2008 12:57 AM
Posted on April 1, 2008 00:57
Designing this one must have been easy, it looks like someone at Ford said what are some trendy vehicles, they narrowed it down to the first gen xB, the Mini Cooper, and a Range Rover. Tossed them into a Blender and then poured out this as the result.
Personally I sort of like the result, of course I like all 3 of the vehicles that Ford stole from when designing this one, I don't think that is a surprise.
Posted by Travis | April 1, 2008 2:05 AM
Posted on April 1, 2008 02:05
“It is the style that draws people to this vehicle. Good or bad, it evokes an emotion.”
No it doesnt.
Posted by rene | April 1, 2008 2:48 AM
Posted on April 1, 2008 02:48
unless you consider yawning an emotion.
Posted by lowest iq | April 1, 2008 2:50 AM
Posted on April 1, 2008 02:50
The good thing is that this is the last car designed by a US-based studio. From now onwards all designs will come out of Europe.
Posted by steadler und Waldorff | April 1, 2008 2:52 AM
Posted on April 1, 2008 02:52
I'd take a dump in this thing to protect the environment... Yuk!
Posted by Hunu | April 1, 2008 3:03 AM
Posted on April 1, 2008 03:03
a mini is a stylish brick,a mini is a stylish brick,a range rover is a stylish brick this is a peice of crap.You yanks are obviuosly starved of design cause some of you think this is stylsih
Posted by o | April 1, 2008 3:25 AM
Posted on April 1, 2008 03:25
It's more stylish than a 1988 dodge caravan!
Posted by a | April 1, 2008 7:03 AM
Posted on April 1, 2008 07:03
It sucks that this is the minivan replacement. Where are the sliding doors? I don't want some woman fighting with a baby seat slamming her door into my car.
Honestly, I don't think it's that bad. But, @ 30-40k, it's much too expensive to be a success.
Posted by Cheap Car Lover | April 1, 2008 8:20 AM
Posted on April 1, 2008 08:20
simply answering the thread question:
No, I would not think that the 2009 Ford Flex is a stylish vehicle.
Please let me melt it down and make something better with the materials.
Posted by Dan | April 1, 2008 11:16 AM
Posted on April 1, 2008 11:16
Ford calls this a crossover. I agree. Crossover between a bad idea and poor judgement.
Posted by bob | April 1, 2008 1:11 PM
Posted on April 1, 2008 13:11
I liked the 1st gen. xB and even I don't like this ugly truck/station wagon.
Posted by Nerd | April 1, 2008 1:55 PM
Posted on April 1, 2008 13:55
Who would pay 30-40k for a brick-shaped minivan with no sliding doors and made by Ford?
Posted by gm0n3y | April 1, 2008 2:52 PM
Posted on April 1, 2008 14:52
Come on guys, give Ford a break.
It was a very intense 10 minutes in the time it took to get the design and look right with this vehicle when they designed it.
I think they broke two crayons too.
Posted by Peanut | April 1, 2008 5:26 PM
Posted on April 1, 2008 17:26
Buahahaha! 'Nuff said!
Posted by blah you | April 1, 2008 7:20 PM
Posted on April 1, 2008 19:20
Ozic
Your nothing more then an armchair designer. You blast Ford for lack of design, but i'm sure your skills of designing a car is about that of a 4 year old or else you would be in the automotive design industry showing people how it's done, instead of on hear whinning about how Ford sucks.
Posted by SteelCity1981 | April 1, 2008 8:30 PM
Posted on April 1, 2008 20:30
Good heavens!!
Ford is pulling a Hyundai/Kia, and cross bred a MINI with a Scion!!
/gasp
Posted by GT Fan | April 1, 2008 10:26 PM
Posted on April 1, 2008 22:26
SteelCity1981:
You should find out about people before you call them names and state that they do not know what they are talking about. I have been the automotive industry for over 18 years, have seen many things come and go. I work on interior designs with suppliers, and have spent much time at suppliers and at the vehicle manufacturing facilities, mostly with GM. Designers come up with all kinds of designs, but it is ultimately the marketing departments that decide what will be built. History has shown at GM, Ford & Chrysler among others that vehicles built based on Marketing are usually not the greatest, vehicles built based on Engineering Departments are usually the best. GM, Ford & Chrysler are marketing based companies. BMW, Mazda, Honda and to a point Toyota (and many others) are much more Engineering based. GM Ford and Chrysler have all built duds based on designs that were conceived and approved by marketing executives, not engineers. Marketing executives will tell you to build something, even if the Engineers and Suppliers know it will not work well, they stand back and say "it looks good", they don't care if it works or is reasonably buildable. These are just my opinions based on the time I have spent working with designers & engineers in the automotive industry.
So, I am just curious, what is your work experience in the Automotive Design and Engineering World?
There is an old saying:
It is best to be quiet and be thought of as a fool, then to open your mouth and remove all doubt.
Best Regards,
Your favorite Armchair Designer
Posted by Ozric | April 1, 2008 11:55 PM
Posted on April 1, 2008 23:55
I don't have a problem with the style, per se, but the Flex is an odd size. Seems too large and expensive to compete with the minivan crowd, and creeps into the Expedition market. I don't see Ford having enough total market share to justify the Edge, Expedition and the Flex all at the same time.
Posted by WS | April 2, 2008 8:41 AM
Posted on April 2, 2008 08:41
There is only so much chrome that can be put on something to give it style. Ford could chrome plate the entire vehicle and it still wouldn't be stylish.
Posted by CJD | April 2, 2008 1:47 PM
Posted on April 2, 2008 13:47
Ozic, so working with interior makes you some sort of automotive engineering exterior design expert? Wow it's amazing you didn't climb up the ladder faster. I’m not going to sit there and down Ford like you have done in that field when you have no expense what so ever in the makeup of a car exterior design, because anything less would simply be hypocritical. I don't care if you worked for one division of a car company that still doesn't make you worthy of calling a company out in a different division when you have no experience in that field. That would be like an Outfielder telling a Pitcher how to pitch. The difference between you and I is that I have no experience in the automotive industry, but I’m not going to blast a car company either to the existent that you have and act like I know it all when you haven’t spent one week in those guys shoes in that division.
Posted by SteelCity1981 | April 2, 2008 4:47 PM
Posted on April 2, 2008 16:47
@ SteelCity1981
Nice come back at Ozic man!!!
Anyway, I agree that too many people don't give Ford enough credit. They are still trying to adjust to there new chrome character so-to-speak. They cannot simply just completely change their signiture design cues just because people do not like one vehicle. Why do you think they do not bring their Austrailian designed cars to America? The designs are too different from the ones here. People who want a Ford but don't know or read much about cars would see the cars as "weird looking" if they suddenly appeard on our shores.
Posted by Saheed | April 2, 2008 7:58 PM
Posted on April 2, 2008 19:58
SteelCity1981:
If you have read both my posts, they state at the end that this is just my opinion. I am entitled to my opinion, and I should be able to state my opinion without verbal abuse from someone like you. If you like the vehicle, buy one, no one is stopping you. My opinion is the vehicle looks bland, boring and way over priced. Ford made a large mistake with the 500 / Taurus, even the CEO of Ford has admitted that. This vehicle would be fine for Ford if they were doing well in other areas and needed something extra to sell. The only thing that is selling well are full size pickup trucks, one mid-sized SUV model and two midsized car models.. Their full sized and large sized vehicles are not selling well at all, the Focus was not a hit and with gas prices rising, the Explorer and Expedition sales have gone way down. Right now Ford needs vehicles that will sell in high volume, I do not think the Flex will do that for them. You are right, I am not an exterior designer, but I do not need to be a Doctor to know when someone is dead either. Do me a favor, state your opinions about the vehicle, and keep me out of it. You don't know me and you have no right to judge me based on my opinions.
.
Posted by Ozric | April 2, 2008 10:00 PM
Posted on April 2, 2008 22:00
It's called an open forum, if you don't want people to express their opinions towards your comments then you shouldn't post here, because that's how open forums work.
You are sitting here blasting this car about how sorry how sorry it will fail when it hasn't even came out with, that's why I commented towards your post. There is a fine line between what has happened and what hasn't happened yet. I'm not a big Ford fan, but the fact of the matter is you blast a car that hasn't even came out yet. It's not like it's already an exisiting model replacing a last generation model of the same type to compare it to, that would be a valid opinionated statement, but cosidering it's brand new model and nothing that has came before it an opinion like yours is invalid to say the least, because there is no opinaited claims whatsoever to back your opinions up about how it will fail, because there is no figures on this car yet to make a valid opinion on it like you have done.
Posted by SteelCity1981 | April 2, 2008 10:51 PM
Posted on April 2, 2008 22:51
I know I’m in the minority here, but I like it a lot and I think it’d fit the needs of a lot of people. It can fit bikes, drums and all sorts of crap that people need to tote around. I do belieive that, because they’re selling this as an unconventional vehicle, Ford should have used less conventional materials for the interior. It’s far to luxe, bringing the price up for no good reason and driving down the appeal. It just doesn't say "tough" like the exterior. They could have teamed-up with Nike, Gore-tex or Tumi and developed something really interesting that would have been a great selling feature. The exterior, I love. It resembles an old Land Cruiser, Range Rover or early 80s Grand Wagoneer. The burgundy color, which appears to be the signature color, is far too staid and outdated for a “hip” vehicle. Chip Foose needs to get his hands on this.
Posted by NE1BUTU | April 4, 2008 3:09 PM
Posted on April 4, 2008 15:09
Gentlemen,
Why split hairs about the nuts and bolts of automotive design? I agree with you both and still think the vehicle has some type of appeal. No one is going to like every detail, but given the overall look, it's not that bad. For those who can afford it, they will buy it and trade it in when they are tired of it, and another vehicle will take its place. That's it. I am neither a designer, nor do I work in the industry, but I love autos all the same. Are there some ugly vehicles in the world? Without question. The Flex isn't one of them, as it possesses some appeal that will ultimately net some buyers (or not), and once it does, you can come back and say I told you so guys...positive or negative.
Ford is probably taking a good look at this at any rate, but a handful of negative talk "ain't" gonna stop the monkey show...
Posted by JWilliams | April 4, 2008 10:02 PM
Posted on April 4, 2008 22:02
Ford. You have hit bottom and begun to dig. The only 2 successes you have had in anyone's recent memory is the Edge and the Fusion. I am looking at a new car soon; midsize sedan. There seems to be a ton of Fusions on the road, so I looked at one. I almost could not control my laughter, It is awful, and so is the Edge. This FLEX is a joke. I mean, you're kidding right? Am I on "The Truman Show"?
If Ford had kept building the Country Squire wagon, this is what it would look like today. All that is missing is the woodgrain paneling. No wonder Ford is broke.
"You can't polish a turd."
Posted by Rich | April 7, 2008 3:15 PM
Posted on April 7, 2008 15:15
Ford. You have hit bottom and begun to dig. The only 2 successes you have had in anyone's recent memory is the Edge and the Fusion. I am looking at a new car soon; midsize sedan. There seems to be a ton of Fusions on the road, so I looked at one. I almost could not control my laughter, It is awful, and so is the Edge. This FLEX is a joke. I mean, you're kidding right? Am I on "The Truman Show"?
If Ford had kept building the Country Squire wagon, this is what it would look like today. All that is missing is the woodgrain paneling. No wonder Ford is broke.
"You can't polish a turd."
Posted by Rich | April 7, 2008 3:15 PM
Posted on April 7, 2008 15:15
i dont think im a ford person any more
Posted by Rob | April 8, 2008 5:53 PM
Posted on April 8, 2008 17:53
so whats the problem? you either like it or dont.its no worse than any of the other mini-van ideas ....plus side is you get good fuel economy,4wd,tow package for about 26k if you get on A-plan or X-plan your looking at more like 22k.just like a station wagon should price out .....lets move on
Posted by stephano | May 15, 2008 3:14 PM
Posted on May 15, 2008 15:14