2007 SEMA show

Retooling the family hauler: Rapper, hot rod king put pizzazz in Ford Flex to lure crossover market

Scott Burgess / The Detroit News

These aren't your Momma's minivans.

While the FooseFlex and the Flex˛ are family haulers, they're too cool to haul kids to schools.

And that's exactly what Ford Motor Co. wants.

These customized versions of the Ford Flex crossover -- with features that include Katzkin leather seats, 22-inch wheels and brandywine paint and spoilers -- make their world debuts this morning in Las Vegas at the annual Specialty Manufacturers Market Associations show, the world's largest aftermarket trade event.

The FooseFlex was designed by hot rod king Chip Foose. The Flex˛ showcases the talents of rap artist and car enthusiast Funkmaster Flex. Both crossovers reach out to distinct American lifestyles: one suburban and the other city.

A buzz has surrounded the Ford Flex since a production model debuted at the New York auto show in April.

"Since (Foose and Flex) saw (the Ford Flex) at the New York auto show, they've been hounding us to have a chance to work on them," said Kate Pearce, Flex brand plan manager.

The flat-sided vehicle with a white roof has created a stir among bloggers, customizers and enthusiasts.

"This vehicle really resonates with people," said Pearce, adding that Ford wanted to keep that buzz alive by showing customized versions of the Flex at the SEMA event, which begins today and runs through Friday.

"As soon as I saw it, I knew I wanted to be a part it; it's going to be a killer," said Flex, who created a street cruiser with a luxurious interior. "This thing is going to be a hit."

Over the summer, Ford agreed to have both designers prepare a Flex for SEMA.

"We have a strong relationship with both," Pearce said. "They get it. The decision was not difficult."

Design time shortened

Realizing a designer's vision in weeks rather than months could have been a challenge.

Foose and Flex had about six weeks to work on handmade prototypes, unlike the six months some customizers get to spend on production models for SEMA, said Melvin Betancourt, Ford's design manager for trucks.

It proved to be more than enough time for Flex.

"I didn't need that much; I had the photograph of the vehicle in my mind," Flex said.

"I already knew what I wanted to do."

'Nothing is over the top'

What he did was transform a stylish family hauler into a low-riding modern street cruiser. Flex said he thought about how people in the city would want to use it in the urban setting, prompting him to lower the vehicle and pay special attention to the interior.

"Nothing is over the top," Flex said.

Many of the parts Flex used in the vehicle are already in stock at Ford or at aftermarket companies.

The interior includes alligator print seat covers by Katzkin, Invision DVD headrests and Funkmaster Flex floor mats. The brandywine-colored body and silver roof add to the modern look of the Flex˛.

Foose, on the other hand, took a different approach.

Looking toward suburbia

The FooseFlex exudes a more suburban feel, designed as something a family might take to the Hamptons for the weekend.

Custom-body kits give the FooseFlex its sporty look, and chrome accents add just enough sparkle to remind onlookers of the designer's hot rod roots.

"I think each vehicle brings a life of its own," Betancourt said. "Both of these guys are very passionate about vehicles, and that passion really comes through."

Both will certainly keep the people talking about the 2009 Flex, which won't hit dealerships until next summer.

Filling a void

When it arrives, the Flex will fill a void Ford created when it discontinued its bland Freestyle minivan last November. The Freestyle had faltered in the marketplace as consumers switched to crossovers or more stylish minivans.

The Flex could help Ford grab a bigger chunk of the growing crossover market, said Erich Merkle, an analyst at the Grand Rapids-based consulting firm IRN Inc.

"Leaving the minivan segment may turn out to be a good move by Ford," Merkle said. "The crossover segment is continuing to grow at a rapid rate."

Attracting younger buyers

Building the Flex˛ and FooseFlex also is a good way to attract younger buyers who are less likely to opt for the utility of a minivan, he said.

"This is a good way to attract the aftermarket companies to build for the Flex," Merkle said.

That is precisely one of Ford's objectives, said Pearce.

"If people are putting Flexes in SEMA next year, that's a success," Pearce said. "I would like to see Flexes throughout the show next year, and I think we're going to see that."

Scott Burgess is the auto critic at The Detroit News. He can be reached at 313-223-3217 or sburgess@detnews.com.