Ford’s new Transit looks for broader Custom

Ford expects to encourage more car drivers into vans when it launches the Transit Custom at next week’s Commercial Vehicle Show.

The all-new vehicle is aimed at significantly expanding the customer base for the Transit, already Britain’s best-selling van.

Ford describes the Custom as a significant step in the brand’s commitment to refresh the entire commercial vehicle line-up by 2014.

The Custom’s creators highlight its bold new design, car-like interior and driving dynamics as features that will appeal to an expanded target audience of professionals, skilled tradesmen and small businesses.

Ford emphasises, however, that the Custom retains traditional Transit attributes, quoting class-leading load-carrying ability, impressive durability and attractive cost-of-ownership with best-in-class fuel economy.

Ford of Europe’s CV Marketing Sales and Service Director Jesus Alonso describes the Transit Custom as a completely new kind of one-tonne vehicle from the brand.

“This is a stylish, modern van which customers will be proud to have on their driveway, while losing none of the hard-working attitude that they expect from a Transit,” he says.

“The launch of this new range marks the start of a far-reaching transformation of Ford’s global commercial vehicle range – with more new models set to be revealed in the coming months, 2012 is destined to be a very exciting year for our commercial vehicle business,” Alonso adds.

The Transit Custom will be unveiled at the Commercial Vehicle Show, which runs at the Birmingham NEC from 24-26 April.

It will then go on sale in a range of van, kombi, and double-cab-in-van models, across Europe and other global markets from later this year. However it won’t be sold on the North American market.

Words by: Andrew Charman