2014 Ford Transit Connect Wagon ‘unminivan’ proves to be quite popular

Article by Andrew Christian, on August 20, 2014

The long-wheelbase, seven-seat version of the 2014 Transit Connect Wagon accounted for around 85 percent of Wagon sales in July. The short- and long-wheelbase versions now have combined average of around 34 percent of total Transit Connect sales, including the cargo van – compared to just a 13-percent Wagon mix with the previous generation.

Ford also posted a 42-percent jump in total Transit Connect sales in July to 4,090 unit, marking the best July ever for the nameplate. While the long-wheelbase version of the 2014 Transit Connect Wagon features seven seats and sliding door, the carmaker is not marketing it as a minivan.

It even carried the hashtag “#unminivan” and was featured in a marketing scheme based mostly on social media like Twitter and Facebook.

According to Minyang Jiang, Transit Connect Wagon brand manager, buyers for the long-wheelbase version are not traditional minivan buyers, since they have already “outgrown their minivans.”

He said that such buyers look for smaller, more compact fuel-efficient vehicles as well as the sliding door and the third row without the size and price tag of a minivan. [source: automotive news - sub. required]

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