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William Maley

Ford News: The Questionable Future of the Ford Taurus

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The future of the Ford Taurus is uncertain. The once revolutionary sedan in the 80's, was brought back by Ford CEO Alan Mulally for the 2008 model year to replace the Five Hundred full-size sedan has seen its sales slump.

 

Automotive News reports that full-size sedans like the Taurus have seen their sales tank. Through July, full-size sedan sales are down 28 percent. But the Taurus is one of the worst off. The blue oval has sold 29,867 Taurus sedans through July. That puts it on track to 2009, which was the worst year for Taurus sales with 45,617 models sold.

 

Not helping matters is the Ford Fusion, which not only offers more passenger space than the Taurus, it also looks better. In July, Ford moved 25,105 Fusions.

 

There was hope for the Taurus when Ford introduced a redesigned model for the Chinese market earlier this year. Despite Ford saying the model was going to be built and sold only in China, there was some hope that something like that could happen for the North American version. But Ford has been quiet on what the future holds for the Taurus.

 

"Taurus continues to play an important role in our North America vehicle lineup," Ford spokesman Said Deep told Automotive News.

 

Source: Automotive News (Subscription Required)


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So GM builds the Impala as a FWD car to compete with the Taurus when they had a better RWD ZETA platform that could have had its production moved stateside? Then the Taurus's future is in question while ZETA is going away as a less expensive alternative to the more premium focused RWD Cadillac platform? The Chevrolet SS should have been the Impala SS with a 3.6L V6 and even a turbo I4 for the regular model Impala!----FIGURES!!:(

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I've been hunting for a replacement for my POS cobalt as the family second car.  I test drove a used 2010 Taurus recently.  I can't believe how old and beat up it felt.  New, it feels good.  But overall, the Fusion has done so well, I can see why there is the question.

 

Still, Ford is going to want and need some sedan as a range topper that can bring high margin, even at a low volume.  It's a stretch IMHO to expect to have the Fusion carry the torch from the 17,995 S model all the way up through a potentially 40k sell price.

 

The current Taurus is way distinctive and opposite of the Fusion in looks, and that to some is nice.  The problem is its old and clunky.

 

The Chinese Taurus is not the answer.  It looks too much like the Fusion and the interior doesn't appear to have much additional benefit.

 

Ford can do two possible things here.  One is design a new Taurus on the Fusion platform that is a substantial stretch, has knockout and unique styling, and a much less pedestrian interior.  It can maybe still have the Taurus name at this point.

 

The other possibility is similar to like what may end up happening with Chevy and the Impala.  Take it rear wheel drive like the SS, and sell it in much lower volumes.  AWD option.  Ford LTD?  Spawn a new Police chassis based on the new mustang?  think Hyundai Genesis competition.  Or Avenir if it goes.

 

Will huge Taurus or LTD sell when all that demographic is seemingly buying crossovers like the Edge, or 3 rows, or import sedans, or..... Lincolns?

 

Ford did it to themselves here.  The Fusion has been so popular it cannibalized itself..........

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The rumors I am hearing, combined with the fact there are no mules running around, kind of seals the Taurus fate.  At least until next gen D6 platform.

 

Shame, I was hoping to see a nicely updated product on their stretched current updated platform.  Current car was only lacking in space really.

 

But hey, bring out the Fusion SHO, ST, whatever they want to call it.  Makes more sense from a performance angle.  And my Fusion is roomier than current Taurus anyway, so not many to mourn.  Other than police fleet of course.  

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I understand that the Chevrolet Impala sells about twice as well as this old penalty box.

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What I love most about this idea, is that Fields is sticking it right to Alan M., who rode the return of the Taurus name wave for the remainder of his tenure at Ford, accomplishing little more than cutting people, plants and brands until profitable again.   Fields is a total product guy who is building up Lincoln and has introduced Ford Performance brand since his short term at helm.  You can bet he has far more product news coming.

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It wouldn't shock me if the W-body Impala alone outsold the Taurus.

Edited by El Kabong

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When mid-size cars keep getting bigger and better equipped, it sort of forces out this larger sedan segment.  If you look back 10-15 years ago at an Altima or Camry or Accord, they were small cars, now they are sort of big.  Or look at a 90s Taurus compared to today's.  That size creep has pushed the CamCord's and Fusions of the world up.  Then the Focus and Civic get bigger, then a Fiesta and Fit come into play.  Since the previous small car has gotten too big.

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The Fusion of today is as big as the Taurus of 88.

 

Ford is going to need something in this segment though. 

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The Fusion of today is as big as the Taurus of 88.

 

Ford is going to need something in this segment though. 

 

Maybe they could go to Australia and get the Falcon...

Wait, scratch that idea.

  • Upvote 1

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The Fusion of today is as big as the Taurus of 88.

 

Ford is going to need something in this segment though. 

 

Maybe they could go to Australia and get the Falcon...

Wait, scratch that idea.

 

Maybe a New Falcon! ;)

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The Fusion of today is as big as the Taurus of 88.

 

Ford is going to need something in this segment though. 

 

Maybe they could go to Australia and get the Falcon...

Wait, scratch that idea.

 

Maybe a New Falcon! ;)

 

WHAT THE F***

 

http://www.ford.com.au/cars/falcon/exhilarating-power?intcmp=vhp-module-features

 

Ford in Australia has a 450hp(supercharged Coyote V8) sedan. Oh they also have 4 OTHER engines for that car. The weakest engine is the EcoBoost 2.0.

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The Fusion of today is as big as the Taurus of 88.

 

Ford is going to need something in this segment though. 

 

Maybe they could go to Australia and get the Falcon...

Wait, scratch that idea.

 

Maybe a New Falcon! ;)

 

WHAT THE F***

 

http://www.ford.com.au/cars/falcon/exhilarating-power?intcmp=vhp-module-features

 

Ford in Australia has a 450hp(supercharged Coyote V8) sedan. Oh they also have 4 OTHER engines for that car. The weakest engine is the EcoBoost 2.0.

 

Love the LPG Engine! :P Alternative Fuel Baby! :D

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I understand that the Chevrolet Impala sells about twice as well as this old penalty box.

But also compare Fusion to Malibu sales

  • Upvote 1

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That would be the Malibu that's being replaced well short of its seventeenth birthday, tho. GM is on the case.

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Plus side for Lincoln, more Conti sales and better image.

Show of hands: who thinks that the typical Taurus shopper is going to buy a Continental instead?

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Taurus is a huge car right now.  Honda doesn't have anything bigger than the Accord, because the Accord is as big as an Azera or Cadenza basically.  Go back to the late 90s when Ford had Escort, Contour, and Taurus,  the current Fiesta-Focus-Fusion are basically the size of those cars were.  The only difference is no Crown Vic, but cars that big don't sell anymore.  The absence of a Taurus could lead to MKZ sales, but they'd be giving up the Police market. 

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The lack of a $50K executive express would certainly boost $55K MKS/Conti sales.  How much is the question, which I would guess would be somewhere in the 10-15% gain for Conti.  I say this knowing how popular SHO was for management lease specials, who would then have only one other choice.

Edited by Drew Dowdell
Stop with the personal attacks

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Plus side for Lincoln, more Conti sales and better image.

Show of hands: who thinks that the typical Taurus shopper is going to buy a Continental instead?

 

Guess that depends. Is Lincoln doing away with the MKS? If not, then the answer will be "not many" which goes in line with current Taurus and MKS sales figures.

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Please do not come in here and show your love for one another when we are trying to have a decent 3rd grade conversation. 

 

A widened and lengthened Fusion platform with "Senior Sedan" styling, a center console that is not 6 feet wide, and a seating position/greenhouse that is not like a bunker would be a welcome addition to Ford's civilian AND police fleets.

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The current Taurus is terrible in its packaging, but it is also on an ancient platform.  

 

OCN is right, it does raise the question of where the police fleets go.  Not all of them want Explorers. 

  • Upvote 2

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Please do not come in here and show your love for one another when we are trying to have a decent 3rd grade conversation.

A widened and lengthened Fusion platform with "Senior Sedan" styling, a center console that is not 6 feet wide, and a seating position/greenhouse that is not like a bunker would be a welcome addition to Ford's civilian AND police fleets.

If that's how you perceive it, that's your call. For the posts and the opinions on he car.

But all I see as far as the car goes is a lot of sound and fury, using too many of the same ingredients that have kneecapped Lincoln cars for the better part of two decades now.

And PLEASE tell me that you're not already earmarking this car for fleet use with that "police fleet" remark. Apparently I've already been trolled once today because my print sarcasto-meter is out of tune :(

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