Ford´s MPV double Act

‘Take another look at Ford’ is the new Pan-European advertising strapline which gets its first airing this week on television and in media advertising.
Ford says the new phrase is an invitation for customers to take another look at the new generation of ‘blue oval’ products. It highlights their new brand values of innovation and quality and to illustrate this they are using the new S-Max sporty MPV as the feature model for the new brand awareness campaign.

New Galaxy and S-Max

The Galaxy has been market leader for sales of large MPVs during its 10 year life span averaging 9,000 UK sales for every year of its life. Ford say customers, 55 per cent fleet and 45 per cent retail, love the space and luggage room it has offered.

But nobody expected Ford to replace and extend their large MPV range with two models instead of one. The all-new seven-seat Galaxy and its slightly shorter and lower sporting derivative, the seven seat S-Max, go on sale in June.

Ford of Britain’s executive director of communications and public affairs, Tim Holmes said this week, “The MPV market is diversifying all the time and the company had identified that customers who need a large MPV fell into two categories. There are now customers who need an MPV because their priority for a vehicle is the ultimate space and seating arrangements they offer. These will be attracted by the new and much larger Galaxy. The second group of MPV customers want the option of seven seats but space is not their top priority. Good looks, a younger image and a more sporting drive are their requirements. Typically these new customers could have been driving the Audi A4 Avant or the BMW and Mercedes equivalents. But with their growing families their need for a vehicle with more versatile seating and load carrying space, whilst retaining a satisfying sports drive and vehicle good looks, should make the S-Max appealing to them.”

Holmes said, “It is no problem for Ford to build two different MPV models at our factory in Genk, Belgium, so by creating the replacement Galaxy and introducing the slightly shorter and lower S-Max we can meet all customer needs in this sector.”

He added, “Although the two model ranges share most components, engines, transmissions, suspension and under pinnings, only two exterior panels are the same for both models, the bonnet and windscreen.”

On the subject of sales Holmes said the new Galaxy should achieve almost the same level of UK sales as the outgoing range, between 8,000 and 9,000 units in a full year. He expected fleet customers to account for 76 per cent of new Galaxy sales, an increase over the old model, as more retail customers could be attracted to the sportier looking S-Max.

Holmes said the company thought S-Max should achieve 7,000 to 8,000 UK sales annually with perhaps 70 per cent of those going to fleet and user chooser business customer but there is no precedent for them to accurately forecast sales in this new sector. Whatever the demand is Holmes said, Ford can adjust production volumes between the two model ranges to accommodate sales requirements.

Figures from Eurotaxglass, Emmox and CAP issued by Ford this week show the S-Max will have class leading residual values and the Galaxy will cost less to run than its main competitors.

New Ford Galaxy

Prices for the new Ford Galaxy range from £19,495 up to £23,995. The starting price for the cheapest LX version is £70 lower than the outgoing LX variant. There are three levels of specification, LX, Zetec and Ghia. There are three engine sizes. All specification levels have the option of a 2.0-litre 145PS petrol and 2.0-litre TDCI 140PS diesel engines. A 1.8-litre TDCI engine is also available with power outputs of 100PS or 125PS. The 100PS unit is only available for LX variants. Five and six speed manual transmissions are used depending on which engine is chosen. Vehicle Excise Duty bands are E3 for diesel and F2 the petrol engines.

Ford’s prediction is that the model and specification spilt will be, 43 per cent of customers opting for Zetec, 42 per cent for Ghia and 15 per cent for LX whilst 47 per cent of sales will be for the1.8-litre, 125PS diesel engine followed by 37 per cent for the 2.0-litre 140PS diesel unit, 10 per cent for the 145PS petrol engine and 6 per cent for the low power 1.8-litre diesel unit. The main selling Galaxy model should be the Zetec 1.8TDCI priced at £22,295 with a 5-speed transmission or £22,495 with a 6-speed gearbox.

Verdict:
For: A much improved big MPV compared to the old model. New Galaxy will have Citroen, Peugeot and Chrysler worried about the age of their big people carries. Sets new standards for specification and driving performance in its class. Flexible seating, roomy with easy access but with limited luggage space if all seven seats are being used. Fold down the seats and the load area is huge. Best engine choice is the 2.0-litre diesel. Nice driving position, good body control and precise handling. Base LX version is well equipped.
Against: Pricey against the S-Max, 1.8 diesel engines struggle for acceleration.

New Ford S-Max

Because the new seven-seat S-Max is a totally new model type in the MPV sector positioned between large people carrier MPVs and compact five or seven seat MPVs such as the Vauxhall Zafira, VW Touran and Ford Focus C-Max, Ford say that sales forecasts are only a guide at this stage. Prices start at £16,995 and rise through to £21,495. There are three trim and equipment options, LX, Zetec and Titanium. Rather than use the word Ghia for S-Max Ford say the use of Titanium as a top specification level indicates the sportier interior and exterior finishes. More polished metal and carbon fibre trim finishes than wood effect. The Zetec specification is expected to account for 53 per cent of sales followed by 37 per cent for Titanium and 10 per cent for LX. A wide range of extra cost factory fitted options, including a Sports Pack, is also available.

Even though the S-Max is likely to appeal to more sporty type of driver than that of the Galaxy, 84 per cent of customers are still expected to opt for a diesel engine. The 2.0-litre TDCI 140PS unit will take around 56 per cent of sales, the 1.8-litre TDCI 125PS unit 28 per cent, the five cylinder 2.5-litre, 220PS petrol unit, similar to that used in the Focus ST, will attract 5 per cent of customers and the 2.0-litre, 145PS petrol unit 11 per cent of sales. The likely best selling model, the Zetec 2.0-litre TDCI is priced at £19,995.VED duty bands are E3 and F2 depending on engine choice.

Verdict:
For: No compromise in being an MPV, gives a good overall handling performance with plenty of grip and a comfortable ride. Sleek looks will appeal to current saloon and estate car users. Although shorter than the Galaxy access to the middle row of seats is good, less so for the third row. Again the 2.0-litre diesel engine is the choice power unit, responsive in all gears. Option of a high performance petrol engine will add appeal for some customers. Large load area with the third row of seats folded.
Against: Third row of seats are positioned higher in the vehicle and with the lower roof height in the rear they are only really suitable for children.

New Ford Transit

Transit was born in 1965 and the all-new range of 500 different models and derivatives goes on sale from 1 June. They are the seventh generation of the Ford Transit. The new range replaces the current models which first went on sale in the year 2000. Throughout its life the Transit, many of which are built in Southampton, has been the market leader with 56,000 being sold in 2005.

The new Transit panel van prices start at £13,150 and range up to £23,550. Around 25 per cent of new Transits stay at the same price as the outgoing models and 80 per cent of all other models have increased in price by less than 1 per cent. The most popular model, the 280SWB 85PS panel van, remains at £13,650. All prices exclude Vat.

Steve Kimber, director of Ford’s commercial vehicle sales said this week, “The new Transit continues to lead the field setting new standards as it has always done. Improved driving dynamics, safety, security and higher equipment levels are features of our new range.”

Verdict:
For: True to their word Ford have made the new Transit so much better for drivers with a comfortable and well thought out driving position with really good equipment levels as standard. Only air conditioning is an extra cost option. The maximum use of load carrying space will appeal to all users, large fleet operations to the one-man owner/user. Smart vehicle.
Against: Nothing.

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