Ford to debut Transit WagonPublished: 11/13/12 @ 12:00
It looks like a minivan. It has sliding doors like a minivan. So why isn’t Ford calling its new seven-seater a minivan?
For the same reason you don’t wear mom jeans or listen to Barry Manilow: It’s not cool.
The Transit Connect Wagon will debut later this month at the Los Angeles Auto Show. It’s set to go on sale late next fall.
To the average buyer — or, in fact, to everyone outside of Ford Motor Co. — it will appear that Ford is getting back into the minivan business after a six-year hiatus. The Transit Connect Wagon, which is based on Ford’s Transit Connect commercial van, has the high roof of the van but trades its industrial-looking hood for the tapered nose and trapezoid grille of Ford’s cars. It has sliding doors on both sides and comes in five-seat and seven-seat versions.
The new vehicle will have two four- cylinder engine options, one of which will get 30 miles per gallon or more on the highway. That would make it the most fuel- efficient minivan on the market — if it was a minivan. But Ford insists it’s not.
“It’s anything but a minivan,” said David Mondragon, Ford’s general manager of marketing. “We think of it as more of a utility, or kind of a hybrid sport utility, than a minivan.”
Mondragon says the m-word is too polarizing and turns off Ford’s target customers: 30- to 42-year-old parents who grew up with minivans and like their utility but don’t want to sacrifice style.
“A lot of consumers in this segment are parents who still want their own identity,” Mondragon said. “There’s a lot of blandness in the industry, especially in regard to multipassenger vehicles. They want something fresh and uniquely styled.”
The Transit Connect Wagon has a different look than the average minivan. The roof is higher, the windshield has a steeper slant and it’s got a sturdier, more industrial look.
But more importantly for Ford, the Transit Connect Wagon will be priced like a minivan. The company’s current seven-seaters, the Flex wagon and Explorer SUV, cost $30,000 or higher. Mondragon says Ford will compete at the lower end of the market with vehicles such as the Dodge Grand Caravan, a minivan that starts at $19,995.