Ford Motor Co. is banking on Baby Boomers and word-of-mouth advertising to sell its newest Transit van, the Transit Connect Wagon. The automaker hopes to capitalize on the “magic bus” nostalgia of the ‘60s and ‘70s with its new offering.
On Friday, the company unveiled the redesigned Transit Connect Wagon at the Chicago Auto Show. The last Transit was a hit with the 50+ crowd, and Ford is hoping that the newest addition will be as well.
At 111 million strong and holding 63 percent of American financial assets, the 50+ demographic is the number one consumer demographic in the U.S. — far exceeding Gen X’s 61 million and the Millennials’ 75 million. And according to AARP, one in three Boomers plans on buying a car in the next three years.
The new Transit fits five to seven passengers and can be easily converted to a cargo hauler by taking the bench seats out. As a cargo hailer, the Transit has been popular among florists, technicians, plumbers, and personal service providers.
The vehicle features all-new gas and diesel engines and a suite of driver-assist technologies, including standard Automatic Emergency Braking.
“Baby Boomers have always embraced life’s adventures and to them, age is just another experience to master,” says Mark LaNeve, Ford vice president of U.S. marketing, sales, and service. “From being easy to get in and out of, plus flexible seating and cargo space, Transit Connect Wagon makes it convenient for Boomers to keep enjoying family time or explore new hobbies and careers.”
The Transit Connect Wagon has a new powertrain for 2019, and the option of a 1.5-liter EcoBlue diesel (estimated 30 mpg highway), or a 2.0-lieter four-cylinder gasoline engine. It will be available in dealer showrooms in the coming months.
Although the base price was not released, the Transit Connect Wagon is expected to be one of the most affordable seven-passenger vehicles in the U.S. The 2017 model has a starting price of $25,695.