Tales of being the perfect getaway car in bank robberies, marketing stunts, and 60 years of van nobility.Ford’s Transit has always shone brightly, marking a new way forward for van culture and keeping it on the rise. Not many name plates stick around for this long. And a fraction of those who make it this far are not in the form of a van.
The Ford Transit continues to claim podiums after all these years and isn’t showing signs of straying from the DNA that has earned it its place in the market. The Transit, now more than ever, is poised through constant modernization to claim the “greatest-of-all-time” accolade as the world’s motoring world fights its way through regulatory red tape, betweenICEengines, and the rise ofelectric vehicles.
Beacon of innovation
The Transit brand, over the years, somehow became an unusual test bed for innovation, and despite some of the ideas being a little wacky, it was more about what could be done versus what customers would end up with, showcasing that Ford as a brand was all about breaking the status quo using the Transit. Stunts like towing a caravan at 170mph to break a world record that nobody needed to break with the SuperVan II or turning a Transit into a 6.5-ton monster truck that would be of little use to anyone. You get the point, but still, I love these concepts hitting the ground, making the world just that little bit less boring.
Each initiative, especially in those earlier days, saw innovative collaboration with business partners who use these vans for service in the commercial world or durability tests that would often break world records in the process, proving the fortitude of the Transit, like the 1972 test involving two diesel Transits driving nonstop for a week along the racetrack of Monza. No one was quite doing it like Ford, which was revolutionary in the world of PR stunts.
Size and Flexibility
The size and flexibility, as well as the modernization of the offering, have always been on the cutting edge, allowing you to feel like you’re not driving a van. Vans are notoriously clunky and uncomfortable, and Ford has separated themselves from ‘blue-collar’ and has always pitched the Transit as something a little more aspirational. Even today, creature comforts found in luxury sedans of the past are easily attainable in the specification options.
As for the size, it’s always been perfectly proportioned. Not too big and certainly not too small, this meant that getting into the city, accessing lower-roofed car parks/buildings, or taking longer trips out of town didn’t compromise you, and neither did you feel too clunky navigating loading zones.
This meant that an invitation to a Life could be achieved through an overlanding conversion or quicker turnaround times for deliveries. If you’re looking for something with a bit more packing space, there’s always the extended room, which features more rear wheel overhang and vertical volume. The Transit also had additional model options in its range.
Car-like handling
Let’s shine a light on the nimbleness. It’s not often you get to say that when referencing a van that was well-suited for handling. No wonder bank robbers from the 80s chose it, which had plenty of space in the back for the crew and handling to hightail away from the scene. It was one of those ill-intended consequences of car design that Ford could not have factored in, but also from which Ford certainly benefited with the public relations spinoffs.
There are stories of Ford Engineers conducting high-speed tests on public roads under the cover of darkness during the early stages of development, which tell a story greater than mere mischievous and opportunistic behavior. It tells the story that the DNA of the Transit was to entrench the name as something better than a van. Let’s not forget the “Queen of the Ring”, Sabine Schmitz of Top Gear fame, lapped around the Nürburgring in a time of 10 minutes 8 seconds in a Ford Transit. This is a very respectable time, given the size and dimensions of the Transit.
Marketing Ingenuity
“Build it and they will come” – Ford has always been a master of marketing a product and positioning a vehicle strategically. The SuperVan II concept, which modified the car by adding F1 engines, certainly upped the star power. They even recently sent the all-electric SuperVan 4.2 into the Pikes Peak Hill Climb!
Performance is not something you associate with a van, which has, in turn, inspired other brands to do the same, albeit to a lesser effect. Everyone wants to be part of something “cool,” and Ford knows how to get that right.
Over time, Ford has highlighted and emphasized many key attributes associated with the van, thanks to effective marketing. No other van has had a similar presence, and it’s no surprise that so many people have chosen the blue oval option over the rest. Ford knows how to get in your face and create hype (even with a van), and I’m not complaining.
Fitting in and affordability
The Transit brand has enjoyed success in North America, being the number one-selling van for 10 years since its entry into the US market in 2015. A crew van, cargo van, chassis van, and even after-sales options to upgrade the drive train configuration have positioned it well at the top of the option list when buyers are deciding. It’s no wonder that the Transit has ridden the wave of the F-series truck success over the years and will continue to.
One can’t discount the added benefit of fitting into the Ford F-Series ecosystem, having such ease of access to the Ford Network in North America and across the globe. It’s been a plug-and-play scenario, which will mean reduced maintenance costs in the long run, benefiting from the economies of scale that Ford brings to the consumer.
Versatility, building economies, and efficiency
While being a crucial contributor to building economies since 1965, supporting small and larger businesses throughout the decades, it hasn’t forgotten its core function while having fun.
Throughout the years, the brand has focused on creating more efficiency, whether it be switching to front-wheel drive (with all-wheel-drive and four-wheel-drive options also available), introducing more efficient diesel options, or transitioning to a complete electric vehicle with the Ford E-Transit.
Versatility and efficiency have formed a core part of the Transit’s ethos, easily allowing a standard-size jack (48 x 40 inches) to fit between the wheelwells, among other utility traits. It will inspire the innerTetris geekin you while exploring the loading weight limits of between 1,970 and 5,000 lbs, depending on the model you’re using. It does more with less, and in business, that is what you want.
Comfort levels
It certainly feels better being in something comfortable all day, driving around, than something that feels like a van. Ford has recognized this and continued to get the basics right, pushing the concept in the right direction. Their product has always been appropriately wrapped and pushed, and over the years, refined to suit the driver.
The sliding side doors and quick access via the rear meant that any package was easily accessible regardless of the position. Along with that, door hinge configurations that help ease the workload are all clever design ideas that make real-world effort seem less, making the comfort of living with a Transit more comfortable.
What Ford has done right is to create and consistently follow a recipe, rather than changing it too much. Instead, they stick to the plan and make minor adjustments along the way. They forged a trusted relationship with their target market that has kept Transit owners (And some bank robbers) coming back for more.
Not many brands can replicate this, and it serves as a blueprint to study. Even now, there’s a certain mystique about the Transit I cannot quite shake. It’s got a certain chicness, a certain aesthetic nicety (which on a van is weird), a certain something that has even the die-hard performance enthusiasts looking at it and going “I could live with that”.
