FORD TRANSIT CUSTOM/TOURNEO

IT’S AN exacting science these days, marketing a modern van.

While many would think of a cube on wheels and wonder how hard it can possibly be, well, you’d be surprised.

In the first place, you must determine who your buyer is: a fleet procurement person, ruled by the biro on the bottom line? A user- chooser who is looking to safeguard his business and therefore is keen to avoid the pitfalls of the IRD and OSH? The just- starting- out tradie, who brings sarnies from home for lunch because Maccas is too expensive? The boutique business who wants their van to serve as a marketing tool? And that’s just the tip of the iceberg.

Then there’s the engine choice, petrol? Diesel? Electric? What do you specify when you order from the factory?

Wheelbase. Short, medium, long? Roof height? Regular, super tall or OMG, it touches clouds?

And let’s not get started on interior specification levels, or even – believe it or not – exterior colours; not all vans are whiteware, you know.

You could land a plethora of vans and options, but this would, like as not, serve only to paralyse your buyers into inaction and they would then have their comatose forms delivered to your competition – not ideal.

Ford has demonstrated once again that it is the master when it comes to rationalising the diverse, with the Transit Custom and Tourneo vans. The only significant difference being the Tourneo’s ability to move people, while the Custom moves stuff. Oh, and the Tourneo might have a few more ‘lugzurious’ appointments.

The Custom on the other hand, serves the vast majority of buyers who – while they might not get everything they want in a van – will be feeling far from shortchanged. In fact, they might even forget the little widget they really wanted to see, because the Custom has everything else and then some.

The ' then some' translates directly into driveability. The Transit Custom – through its clever ergonomics, appointment, twolitre engine and six- speed transmission combination and remarkably car-like qualities, can be driven by anyone.

What’s more, they won’t be getting out at the other end vowing to never do that again. In fact, you’ll likely have a hard time getting the key off them.