7:45 am, October 29, 2013
FORD’S all-new Tourneo Connect MAV (Multi-Activity Vehicle) is set to hit dealerships in December, but which buyers should the dealers target?
As a new and growing segment, dealers are still unfamiliar with the MAV and know little about which drivers will be interested in buying the Tourneo.
According to the brand, targeting the right customers could be a struggle.
‘It’s a tough market and we’re only just breaking into it,’ said Ford UK marketing director, Anthony Ireson. ‘Our dealer network is excited about the new Tourneo but understandably, it is going to be a challenging vehicle for them to sell.’
Ireson explained that dealers will need to understand where potential Tourneo buyers are coming from and the types of cars they will be replacing. ‘It’s certainly going to be interesting to see what buyers the Tourneo attracts and customers are likely to be previous owners of Citroen’s Berlingo or the Renault Scenic.’
Although it’s uncertain as to what the customer demand will be, Ford still aims to sell 3,000 units of a 14,000 segment this year. ‘This year, we aim to sell 3,000 units of the Tourneo, 90 per cent of which will be the five-seat mid-range diesel Zetec, but the predicted segment size is 14,000 units.’
He added: ‘Tourneo customers won’t be interested in a car’s appearance or performance values. People will buy the Tourneo because it fits in with their everyday lifestyle – it will appeal to SUV customers who seek an alternative to the Max range, without sacrificing the people-carrier functionality.’
