Ford’s new S-Max minivan is an interesting attempt by the automaker to rekindle interest from the one-time ‘Mondeo man’ customer and will be closely watched by rivals, according to a leading motor industry analyst.
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Global Insight director of automotive research Nigel Griffiths told just-auto the new vehicle should be seen less as “just another minivan” and more of an attempt to boost profits by wooing back those buyers – particularly company car drivers – who once bought regular mid-size (European D-segment) sedans and station wagons and who may have deserted Ford for more premium brands.
He said the S-Max was substantially smaller than the new, enlarged Galaxy and significantly different in flexibility and versatility – and price points.
“It appeals to a very different demographic in both age and lifestyles. Manufacturers are looking very closely at what style of vehicles people like.”
European buyers were moving away from the traditional non-premium D-segment models (like Ford’s Mondeo and GM Europe’s Vectra).
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By GlobalData“Mondeo man is evolving and his lifestyle is changing,” Griffiths said. “Ford is trying to maintain his interest with new vehicles like this.”
He said the S-Max was a very interesting vehicle, an interesting experiment and “everyone [ie rivals] will look at it”.
Griffiths said the new Ford would have a wide appeal to a broad range of customers including those who might consider premium segment models and even those currently driving ‘hot hatchbacks’.
S-Max engine options include a five-cylinder, 2.5-litre turbocharged petrol engine first used in the Focus ST hot hatchback just launched in Europe.
Griffiths expects other makers to launch similar products, “some more SUV-oriented”.
He noted that GM Europe sells a sport seven-seat Zafira (an Opel Astra spin-off) but said that was just one model derivative while the whole S-Max line was “more dynamic”.
Griffiths expects Ford to sell up to 60,000 of the S-Max a year – on top of the ‘traditional’ Galaxy minivan volume of around 45,000.
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