Why did Ford discontinue Ford Flex?
Ford discontinued the Ford Flex, a large crossover SUV, in 2019 after nearly a decade on the market. The decision to discontinue the Flex was driven by a combination of factors, including declining sales, shifting consumer preferences, and Ford's broader strategic realignment towards more popular and profitable vehicle segments.
Declining Sales
The Ford Flex was introduced in 2008 as a unique and boxy alternative to traditional SUVs and minivans. However, its distinctive styling and large size failed to resonate with a significant portion of the market. Sales of the Flex steadily declined over the years, from a high of around 38,000 units in 2009 to just over 20,000 units in 2018, its final year of production.
Shifting Consumer Preferences
The discontinuation of the Ford Flex also coincided with a broader shift in consumer preferences towards smaller, more fuel-efficient crossover SUVs and away from larger, less efficient vehicles. As consumer demand for traditional SUVs and minivans waned, Ford focused its efforts on developing and promoting its more popular and profitable models, such as the Ford Explorer and Ford Expedition.
Ford's Strategic Realignment
The decision to discontinue the Ford Flex was part of Ford's broader strategic realignment, which involved streamlining its product lineup and focusing on its most successful and profitable vehicle segments. As part of this effort, Ford also discontinued several other models, including the Ford Taurus and the Ford Fusion, to free up resources for the development of new, more in-demand vehicles.
In the end, the combination of declining sales, shifting consumer preferences, and Ford's strategic realignment led to the discontinuation of the Ford Flex, a unique and distinctive vehicle that failed to find a lasting place in the highly competitive automotive market.
