Ford Flex sales haven’t exactly taken off like the Michigan automaker had hoped for, but a new Flex ad campaign set to launch this week should help the Blue Oval get the word out about its newest crossover vehicle. The new campaign will have an added focus on digital media, although it will also include TV spots.
“The Ford Flex is electric. When you see it, it provokes a reaction,” said Jim Farley, Ford group vice president of marketing and communications. “So the approach we’re taking to launch the vehicle is unconventional and quite unexpected.”
In conjunction with Team Detroit – Ford’s advertising agency – Ford has created two TV spots that were directed by Mark Romanek, a renowned music video director, according to Automotive News. The campaign also features applications for the iPhone, Xbox and Yahoo. The electronic applications will also users to see photos and specs on the Flex, with the iPhone even giving directions to the nearest Ford dealer.
The Flex will also grace the first electronic magazine cover on Esquire’s 75th anniversary edition.


09/04, 5:33 PM
posted by:
beatusmongous
They had an old ad campaign? Funny. I didn’t see one.
09/04, 5:42 PM
posted by:
howsmydriving
“Flex sales haven’t exactly taken off like the Michigan automaker had hoped for….” Gee, it’s funny what having FWD and too small of a powerplant will do for sales.
09/04, 5:55 PM
posted by:
johnnycanuck
I’ve seen a few Flexes on the road and I absolutely concur with Mr. Farley that it provokes a reaction. However I’m fairly sure a gag reflex is not what he had in mind.
09/04, 6:24 PM
posted by:
projectzr1
How long has this thing been out?
Cuz i have yet to see one on the road… I guess ppl are too afraid to drive around admittiing “I’m one of the few idiots who bought a Flex.”
09/04, 6:41 PM
posted by:
inline6
howsmydriving, the Flex has the same standard FWD and the same engine displacement as the Honda Pilot and Toyota Highliander. So I don’t think it’s the drive wheels or engine size.
09/04, 6:51 PM
posted by:
dl_caldwell
The only things I’ve seen Ford advertise is trucks and the Focus. With all the high-dollar incentives in the Crossover market I don’t see these moving unless Ford puts money on the hood.
09/04, 7:00 PM
posted by:
Fleming in Tennessee
I looked one over on the local dealer lot and was very very impressed! I couldn’t believe all the details this vehicle brings to the mid-price range. A very unique vehicle indeed.
09/04, 8:51 PM
posted by:
Lionwithoutpride
If I had the money, I’d buy one. What can I say? I need the storage and I want something shaped like a cube instead of those, admittedly, more fuel-efficient egg shapes that take all of the hauling capacity away. As far as I can tell, the Flex is the only thing out there with good enough gas mileage that can replace an old Volvo wagon (the new Volvos have also taken too much of the room away in the backs of their cars with ever-rounder corners. Unfortunately, there will be a couple more years before I’m even done school and making any money.
09/04, 8:52 PM
posted by:
tyler_is_aero_tt
I’m still waiting to see one on the road. Haha looks like they won’t hit their ridiculous 100,000 sales at all. I’m predicting about 30,000, maybe 40,000 at most.
09/04, 9:00 PM
posted by:
NipponRules
tyler_is_aero_tt you are so smart not like other yanks. thinking to sell 100,000 so stupid. Buy japanese much better.
09/04, 9:28 PM
posted by:
VWgrouP
Well..when I was in LA this summer (I live in Canada) I saw ALOT of ads for the Flex..And recently I have seen quite a few of them driving around..
At first I hated this car, but its growing on me. Most of Ford’s 08 and 09 models are really nice.
09/04, 10:01 PM
posted by:
speedemon
Ford do yourself a favor and file bankrupt already.geesh
09/04, 10:02 PM
posted by:
misterdeez
Interesting vehicle but Ford made a mistake by starting the price at $29,000. All it is to me is a “re-invention” of the station wagon, and one can get a Dodge minivan for less money. The name “Flex” doesn’t rank high with me - “Fairmont” would have been a good name - at least, IMHO!
09/04, 11:47 PM
posted by:
NipponRules
You right speedemon. Ford is american. Ford cant make poop. Americans second rate vehicles. Buy japanese. Japan is superior.
09/05, 12:33 AM
posted by:
02WRXPSM
The Flex is a minvan minus the sliding door. You just can’t fool people by having an on-board refrigerator, IT IS STILL A MINIVAN. WITHOUT THE CONVENIENCE OF A NICE SLIDING DOOR.
09/05, 1:03 AM
posted by:
441Zuke
what the **** are you broken english writing bastards talking about, learn some ****ing grammar. anyway yeah ford needs to advertise this car for for it’s features and also they need to advertise more period. i know someone in the market for and odyssey/ sienna and they diden’t know this car even existed
09/05, 3:23 AM
posted by:
erok247
Uhm…02WRXPSM. Who are they trying to fool? So..let me get this straight are the American car companies not allowed to try and be “different?” You guys always complain about the same old same old. Well Ford could have gone out and produced a mini-van with your fav accessory, a NICE SLIDING DOOR. Instead they are trying to shake things up..and I for one commend them on the job they did with this vehicle. Once people start seeing this on the road sales should slowly start to increase. Maybe not 100,000, that might be a reach for right now. But 80 is not out of the question.
09/05, 8:05 AM
posted by:
peacemf
does nobody think its ulgy??????
its looks like a space age car from the 80’s!!!
its crap to look at !
09/05, 8:07 AM
posted by:
ricky_b
Square sheet metal does not a minivan - crossover, whatever… - make. Ford is repeating the same problem the had in the 90’s with too many truck based SUVs that all looked the same, no it’s with “crossovers”. Granted, the Flex has one of the more distinctive exteriors for it’s segment but it’s also polarizing (I personally thought it looked as dowdy in person as in pictures). As for the Flex’s interior, it’s the same boring interior used on all of their crossovers and cars, maybe with a little more chrome.
Not everyone wants a seven passenger minivan. I may be a broken record here, but where’s the ****ing Mondeo AWD wagon? FIRE YOUR STUPID MARKETING AND PRODUCT PLANNING TEAMS THAT SERVICE NORTH AMERICA!!! THEY”RE CLUELESS!!!
09/05, 10:11 AM
posted by:
MercMark
This is a replacement vehicle for the old Explorer customers. I think it fits the bill.
No one is buying anything because of the economy, that’s the problem.
09/05, 10:51 AM
posted by:
beatusmongous
I think that the biggest problem is that they are targeting the wrong market. Instead of TV advertising, they are targeting the younger crowd through viral marketing and internet ads. But a car with this hefty of a price tag is not for the younger crowd. Also, the size of it doesn’t work for them. Most of the younger crowd (in my research) seems to prefer smaller city cars, sports cars, or very large SUVs with offroad capabilities. The Flex is a family car, and they are marketing to people without families. They need to target TV primetime and shows that 25-45 year old women watch.
Personally, I like the looks of this vehicle. I haven’t gotten inside one yet, but from what I’ve seen, I like it. This would make a good replacement for my minivan, as it is smaller (my minivan barely fits in my garage), more efficient and somewhat decent looking. Yeah, it’s a minivan in sheep’s clothing, but that’s okay. It still catches my eye, and my wife likes it as well. However, like WRX said, it’s missing a sliding door. A sliding door would be even cooler on this thing, I think.
Japan Rules guy, people aren’t “stupid” just because they don’t like or buy Japanese. People aren’t “smart” just because they do. But more specifically, if people have opinions that differ from yours, that does not make them “stupid.” I like some Japanese cars, some European cars and even some American cars. Americans CAN build decent cars, and they are doing even better lately. What makes a person “smart” is when they are open to other opinions, listen to all information, and make a decision based on needs, wants and subjective opinions. Stupid people do not accept opinions differing from their own. Smart people listen, understand, present counter points, and have a non-confrontative conversation. I encourage you to engage in such conversation with others.
09/05, 11:10 AM
posted by:
02WRXPSM
My point wasn’t that it was missing a sliding door — I’m being sarcastic. What I’m pointing out is that the Fusion is a minivan, not a “crossover” — a crossover is a mix of sport/offroad capability and utility. My RDX is a crossover, because it actually does really well on gravel and dirt roads and has 8″ of axle clearance, and yet still hauls kids and has cupholders etc. The Flex has none of that capability, hence it is a Minivan in faux-crossover marketing clothes. And minivans suck.
09/05, 11:43 AM
posted by:
teamfordpartsdotcom
Most of you have not seen them on the road because they have only been on the lots for a little more than a month. Give it some time. They are using the crossover description because it has the size of an SUV, it’s actually close to the size of an Expedition than an Explorer, it’s built on a car chassis and you can still get it with AWD. They also want to get out of the stigma that comes with the word Mini-van.
Most of you should at least test drive one, if you have not yet, then keep your opinions to yourself. Some people just love to bash Ford without even knowing the vehicle and what it offers.
I took one out yesterday to pick my 2 boys at school, it was a black with silver roof (looks awesome). For the whole 5 minutes I was there I had 3 people ask me about it. One guy who was about 6′, I told him to hop in back and he was instantly impressed with the leg room and head room in the vehicle. And it had the Vista roof. You have to drive one to appreciate it. It’s the quieter than the Lincolns my Dad had, and the v-6 is decent with good MPG. Just wait until the Ecoboost comes next year. Imagine a 350+hp CUV with all that capability.
The interior is like no other in a Ford vehicle, it’s not like all the other SUV’s as ricky_b said. Also the Navigation system is the best in the automotive field, and that includes ALL MAKES, Japanese, European, etc… The Sony sound system is 5.1 surround and you have sync.
Just stop by your Ford dealer and take a serious look at one, and for the love of God, at least test drive one before you judge the vehicle.
09/05, 12:32 PM
posted by:
beatusmongous
WRX, I know you were being sarcastic. And it was pretty funny. However, I feel that if the Flex had a sliding door, it would be better. Just my opinion.
And no, it’s not a crossover. It’s a minivan in sheep’s clothing. Albeit, decent-looking sheep’s clothing, but still sheep’s clothing. However, my wife and I like it.
TeamFordParts, the Flex is quite a bit smaller than an Expedition. It’s even smaller than my Nissan Quest. However, it is still big, and I think it’s bigger (not taller) than an Explorer. I will test drive one sometime before this time next year. I shop around and test all I can when I am in the market, and the Flex will just be one of the vehicles I will test. I’m looking forward to it, too.
Personally, I have no problem with the stigma of minivans. Minivans aren’t as bad as people think. They do what they intend to do, and they do it well. As long as you buy what you need, and what suits your lifestyle, there is nothing wrong. The minivans of this day and age can really get up and move, even better than some “sports” cars. They can’t turn well, but they can pass on the highway easily. I understand the “Sally Soccer Mom” image, but what’s wrong with soccer moms? As long as they stay out of the way, they’re fine. I like minivans for the utility and space they provide, and they do it well these days.
However, I no longer need a minivan. The reason we bought one has since passed away, and now many things in my family’s life have changed. My wife still likes taller vehicles, so small SUVs and crossovers are her fancy. We’ll see what happens. This will be her decision, though, not mine.
09/05, 12:39 PM
posted by:
livelyjay
“The Ford Flex is electric. When you see it, it provokes a reaction” …. my only reaction when I see the Flex on the road is vomiting.
09/05, 12:43 PM
posted by:
TomF
I have yet to see my first Flex on the road in the Seattle area. This week I finally saw my first piece of evidence that Ford is marketing the car at all. There’s a new Flex billboard on my morning commute route.
If they were deeply ashamed of the Flex and wanted to dump it the way a movie studio dumps a dog straight to DVD, they couldn’t have done a better job of making it invisible in the marketplace.
I really liked the concept vehicles but it looks like a lot of the character got squeegeed out of the Flex on the way to production, and you can option the thing up to $40k without too much trouble. If I wanted a mid-sized boxcar with some character, I’d buy a Honda Element.
What I really want is a mid-sized near-luxury station wagon to replace the households’s ‘99 Volvo V70, and Ford doesn’t build one.
09/05, 1:14 PM
posted by:
richt62167
Right….. Blame the marketing dept. You should be blaming the retard who designed that ugly POS! and the other idiot who approved it. Grrrrrrrrrrrrrrrrrrrrrrrrrrrrr!
09/05, 5:50 PM
posted by:
DeansterTJ
The Flex is nasty. I saw one parked in the middle of a mall (ad display) and it was WAY too long and looked like a small schoolbus. PEople everywhere were pointing and laughing at it. Some were vomiting in the nearest trash can. The monkey Ford hired to stand next to it and hand out crappy brochures wanted to kill himself.
09/05, 7:48 PM
posted by:
beatusmongous
Deanster, did that monkey’s name tag say Christopher? Or iHustle?
09/05, 10:03 PM
posted by:
elviososa
This car is overpriced!
09/05, 11:36 PM
posted by:
horvatic
Maybe Ford needs to look at there dealers more closely. My local Ford dealer had marked up the price $5000.00 on the ford flex for no reason what so ever. They expect people to buy there product with such outrageous mark ups? They did the same thing with the Shelby Mustangs but double the price with $30,000.00 markups! Ford is in no position to be trying to mark up there prices on anything. The dealers should be given notice or something. If they really want to sell there product, they should be offering it at almost cost or something. Nobody is going to pay Ford the same amount of money as someone buying from Mercedes, especially in todays market which is waaaaaaaaay down.