Its Not Stigma, Its Competition - Ford Transit USA Forum
 
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post #1 of 5 (permalink) Old 07-18-2014, 04:38:PM Thread Starter
Del
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Its Not Stigma, Its Competition



We've talked about the "un minivan" campaign and the motivators we all felt were behind it. Ford was trying to bypass the stigmas often associated with a seven seater people hauler.

However perhaps its not stigma but competition that necessitated Ford creatively reworking the branding. Consider that for the TC Wagon to compete firmly in the minivan market it would be going head to head against the Odyssey, the Sienna, the Quest and the venerable Grand Caravan/Town and Country. That segment is hotly contested and lucrative for those who are successful, however to play and play unsuccessfully is like flushing money down the toilet, whats the point.

The TC Wagon is smaller in size and shorter in wheelbase than the traditional competitors, if positioned head to head the Transit would quickly be eliminated from many comparisons because of its diminutive dimensions.

Quote:
"The minivan market has been in a state of perpetual free-fall, which makes many people think ‘why would you get into such a segment,’” said Merkle. “When it first came out, it was a very small vehicle. It was four-cylinder, front-wheel drive, the price point was good, it was fuel efficient relative to other things in the marketplace. But today’s minivan has grown.“

Ford is looking for “a new buyer,” added Merkle. “We call it the unminivan; it’s the Transit Connect Wagon and it’s there for emerging families that will be formed from the 85 million to 90 million millennials in the U.S.”
Now the Transit is never going to pose a significant threat to Chryslers domination of the segment, but that was never the point. What the TC Wagon does provide is a diversification of sorts. The Transit survives on its commercial volume, thats not a secret to anyone, so offering the TC Wagon as a second smaller revenue stream helps to insulate the flow to a degree.

Now of course its an uphill battle, but how could it not be. The TC Wagon retails for $29-35K the GC starts under $20K.
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post #2 of 5 (permalink) Old 03-14-2015, 11:59:AM
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Gc ?

Hi,
What is the GC you refer to? We missed something.

Not sure of your point - according to reviews an optioned Transit Connect as a "wagon" is the same price as an Odyssey, and having one of those there's no comparison with the Ford.

However, if there's a plain boxy vehicle out there at the $20K level we'd be interested in knowing what it is.
Thanks.
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post #3 of 5 (permalink) Old 03-14-2015, 12:59:PM
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Originally Posted by stevenmonrad View Post
Hi,
What is the GC you refer to? We missed something.

Not sure of your point - according to reviews an optioned Transit Connect as a "wagon" is the same price as an Odyssey, and having one of those there's no comparison with the Ford.

However, if there's a plain boxy vehicle out there at the $20K level we'd be interested in knowing what it is.
Thanks.
GC is Grand Caravan probably.

Del, there is a separate sub-forum for the TC:

http://www.fordtransitusaforum.com/f...al-discussion/

2015 XLT 150 Wagon, 3.5EB/3.31LS, 130" WB, low roof, 8-passenger, full trailer tow incl. brake controller, ordered 12/14, delivered 4/20.
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post #4 of 5 (permalink) Old 03-14-2015, 01:03:PM
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Originally Posted by Del View Post
. . .
Snip
. . .
Del, you might get more interest in the TC sub-forum linked above.

2015 XLT 150 Wagon, 3.5EB/3.31LS, 130" WB, low roof, 8-passenger, full trailer tow incl. brake controller, ordered 12/14, delivered 4/20.
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post #5 of 5 (permalink) Old 03-14-2015, 01:20:PM
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No doubt marketing works on some people, but the majority are not going to think a minivan isn't a minivan just because Ford says so.

Granted it's smaller, which reminds me of the original 4-cylinder Honda Odyssey. But that Honda quickly grew in size to become much more successful. Likewise Dodge originally had two sizes of caravans and the smaller one was discontinued due to poor volume.

So this is what exactly? Not a minivan, not a wagon, not anything by name that has poor connotation? Isn't "crossover" falling out of grace too?
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