[Auto] TEST - TRANSIT CUSTOM MS-RT: FORD INVENTS "THE COOL UTILITY"

[Wassim MH]

 

In a light utility market dominated by white vans, Ford has stood out in recent years by offering increasingly customizable models with a sporty look. A phenomenon far from being anecdotal, of which the Transit Custom MS-RT is the standard bearer.
Ford is the undisputed king of light utility vehicles in Europe, and few people know that. And yet, with 251,000 vehicles sold, the brand signs in 2021, in difficult conditions, a 7th consecutive year of leadership, in a market growing by 9.6%, to 1.8 million units.

This number 1 place, Ford owes it to its two best-sellers in the field. The Ranger, the best-selling pick-up on the old continent, and its Transit Custom, a real successful product whose sales growth is undeniable, to the point of having become the best-selling utility vehicle on the old continent in 4th quarter of last year, and even the best-selling vehicle on the British market in all categories, even ahead of passenger cars.

But if this leadership is not necessarily very well known here, it is quite simply because the French utility market remains a source of frustration for Ford. Blame it on very well-established competition made up of very powerful multi-brand alliances (Renault Nissan Mitsubishi allied with Mercedes, Stellantis galaxy even more predominant after the FCA/PSA merger, etc.) monopolizing in particular fleet sales, which constitute the bulk of the sales (around 85%). As a result, the European best-seller Transit Custom only comes in... 11th in the ranking of the best-selling fleet LCVs in France.

Objective: progress with craftsmen and SMEs
Faced with this, Ford has launched a major development program to boost its sales in a French market that is close to its heart. The major axis remains that of the electrified utility, which Ford has approached by first developing a plug-in hybrid Transit (electric with range extender), and by putting the finishing touches to an all-electric e-Transit which will be released in a few weeks. We can foresee a favorable impact in fleet sales, which remain the ideal conquest ground for electrified utilities, whose role is above all to make rounds over relatively short distances, and return to their starting point.

 

 

The rest of the market remains to be conquered. That of SMEs/VSEs and craftsmen. And for this, Ford has adopted a unique strategy on the market, that of customization. All you have to do is look down the street during a simple urban trip, more and more Ford Transits Custom are decked out in bright colors, sporty decorations, color stripes, alloy rims, which contrast with the rest of this segment po[CENSORED]ted by austere white vans soiled by micro-particles. Suddenly, we start to turn around in the street on these pretty machines, reminiscent of the custom vans of the 80s.

The "sport" utility vehicle: a significant commercial impact
And the phenomenon is far from being anecdotal, it even constitutes a real demand from traditional utility customers. “Sports finishes constitute 17% of total French sales of Transit Custom (13,000 in 2021), it is far from being marginal!”, we note at Ford.

And the argument is crystal clear when you listen to Lilian, plumber in Seine-Maritime, and owner of a brand new Transit Custom, blue with white stripes with sports rims:

"Before, I had my van for work and a Renault Mégane RS for the family and pleasure. I sold everything for this Transit Custom, which allows me both to work, but also to take the children to school. school, shopping and taking everyone on vacation without shame in a somewhat unusual and fun vehicle".
You had to think about it, but for the moment, only Ford has done it! And profitably.

The strong point: a fabulous look
The top of the range is therefore this Transit Custom MS-RT. A model "tuned" specially at Ford's official sports tuner in Great Britain, also responsible for preparations for competition models. The transformation is essentially aesthetic: large front spoiler (with fictitious air vents), honeycomb air vent, rear spoiler, much firmer tuned suspension, bespoke 18-inch OZ Racing alloy wheels, and dual exit chrome exhaust. The real mix of a rally Ford Focus and the All Risks Agency van. And for once the operation is successful, giving a spectacular machine, especially with the special sports colors from Ford, yellow, orange or blue.

 

 

The surprise also comes from the interior cabin, fitted out rally-style, with a large curved steering wheel making it easier to grip, sports seats in alcantara branded MS-RT on the 6 cabin seats, carbon veneers and abundant logos... it really changes the basic utility.

The engine remains a humble 2-litre EcoBlue four-cylinder turbo-diesel, but with a very comfortable power (190 horsepower) and above all packed with torque (over 400Nm) to tow this van weighing just over two tonnes, mated on our model to a six-speed automatic transmission.

Nothing too impressive, but for the most demanding, MS-RT offers an incredible exhaust sound system as an option, allowing you to replace the purr of the turbo-diesel with different sounds of competition engines, all configurable via your smartphones.

 

 

Royal comfort and intact practicality
At the wheel, the driving experience is truly unique, combining utility practicality with (yes) real driving pleasure. We are well set up, high on legs in this 1.93 meter high machine, but with sensations close to a large, comfortable and very dynamic sedan, with sharp acceleration and responsive steering. Passengers will be comfortably seated on the 2 rows with 3 seats abreast, with sliding side rear doors, and numerous glazed surfaces. All with revised and corrected suspensions that remain very comfortable while considerably limiting the roll effect and the rebounds of the rear axle, as is the case with most utility vehicles. Quite stunning.

The driving experience is also made very pleasant by well-thought-out automation and on-board electronics, just like on a classic car: proximity sensors, rear reversing camera, modern and connected infotainment… everything is there!

Of course, this very special Transit Custom remains above all a Transit, with a very large loading bay in this deep cabin configuration: 2.3 cubic meters, a loading area of 1.5 europallets, with all the fixing points possible to carry a large quantity of equipment or objects. To give an idea, you can load the equivalent of 4 porthole washing machines or 136 cases of 6 bottles of wine.

 

 

The blackhead: watch out for scratches
Some details can annoy on board, such as a radio that is not very clear, and difficulty in visualizing which gear you have engaged (on the automatic gearbox). And then this MS-RT version will have the disadvantages of its advantages, regulars of utilities and the usual roughness of the conditions of use will have to pay attention to the pretty paint and not to scratch the rims... And it will be necessary not to forget that it is not a car, because of its height most public car parks will be prohibited...

In addition, the MS-RT versions (also available on the small Transit Connect and the Pick-Up Ford Ranger) are currently only available with conventional diesel engines. No electrified version is entitled to this exceptional preparation for the moment… But Ford points out that 90% of utility sales are still diesels for reasons of technical capacity and practicality.

 

 

But at what cost? Exceptional machine… exceptional price
For the rest, this Transit Custom MS-RT is a totally extraordinary machine, a unique offer on the utility market, and a refreshing and convincing driving experience, both for regular utility vehicles and for novice driving enthusiasts. dynamic, while offering all the capabilities and practicality of one of the best machines on the market.

Ford France has currently counted 120 orders in France this year for this special model, which will delight wealthy amateur professionals (69,000 euros all the same, 15,000 euros more than a basic Transit Custom!) of practical utilities, but wishing totally out of the ordinary… and why not large families tired of SUVs and large minivans?

 

LINK: https://www.bfmtv.com/auto/essais/essai-transit-custom-ms-rt-ford-invente-l-utilitaire-cool_AN-202203270059.html