Is This My Dad's Ford Taurus?

Friday, July 10, 2009 by John McBride

Is it wrong for me to be excited about the new Ford Taurus? Maybe I’m just getting old, but the Taurus always represented what my father and his friends drove . . . a boring car for the practical, budget-minded adult.

  

It’s not just me . . . it seems like a lot of people are interested in the Taurus. From what I’ve heard, the Taurus will be sporty and content-heavy. With pricing at the low end of $25 K to a fully loaded SHO at $45 K, it will appeal to a wide range of consumers. In client meetings and over discussions with friends, the Taurus keeps coming up. Media companies that count on automotive marketing dollars believe that the Taurus will be a home run and expect Ford to invest significant advertising dollars in it. Friends that drive BMWs, Toyotas and Volvos have talked about considering the Taurus for their next sedan purchase.

A combination of pent-up demand, GM and Chrysler bankruptcies, and a ‘buy American’ sentiment could make the Taurus’s July 2009 release date perfect. Automotive consumer research indicates that the public’s perception of Ford is improving due to Ford’s strong quality scores, its avoidance of government bailout funds, and the release of more exciting vehicles. If we look at the midsize sedan segment, Taurus’s major competitors include the Toyota Avalon and Chevrolet Impala . . . the buzz seems to indicate that the 2010 Taurus competes exceptionally well from a price, content and quality perspective with these makes. At the high end, the SHO could steal share from entry-level luxury buyers that traditionally consider brands such as Cadillac, Mercedes and BMW. My guess is that the Taurus is going to be a major hit.

Now the tough question . . . can I really see myself driving the same boring car dad used to drive?  I'll have to ask my kids.

Posted by John McBride, Director of Sales and Client Services, Polk (07.10.2009)

Comments for Is This My Dad's Ford Taurus?

Monday, July 13, 2009 by Jonathan M. Bernard:
Well if you think your getting old because you like the Taurus I'm right there with you. I've been married for 9 years and my wife always gives me a hard time because when we were first married the only car I would rent was a Taurus. My brother owned a SHO in the mid 90's and I fell in love with the car. I think there is a lot of excitement building around the car and have also heard many talk about it. In fact one thing I find funny is that so many people are talking about it, but say they will never buy one. Interesting that they are considering a new car and the one they say they will never buy is the one they talk the most about. I think that says something. I think that when Ford went away from the Taurus they made a big mistake and now that they are coming back to it, that's a great decision. I think a Taurus is certainly in my future and I'm not even worried about asking my kids about it!
Monday, July 13, 2009 by Dave:
Ignoring the external climate of bankruptcies and a depressed U.S. SAAR, this segment is ready for a shake-up. The Avalon is clearly a less-than-appealing design visually and the Impala looks stale. So, in terms a design, this segment needed an exciting entry. Similar, to Nissan's approach with Maxima a few years back, Taurus may hit a unique set of customers that don't buy in this category.
Tuesday, July 14, 2009 by Kevin:
The time is right for the Taurus comeback. The current economy has consumers shifting away from an image to value mentality. The Taurus delivers some advanced features at an attractive price point; compelling to the consumer on a budget who is used to high end options. The timing of the Taurus release while Ford is still benefiting from positive PR for not taking the bailout funds could set the right scene for for all the 'talk' to turn into real sales.
Friday, July 17, 2009 by Ralph:
I agree with Kevin. But have to acknowledge that the timing, in part, is luck and fortune on Ford's side. However, I give a great amount of credit to the Ford leadership to avoid and resist the handouts they have been offered. And am clearly a more loyal follower as a result. Btw John McB... I suspect your Dad is smarter and more style conscious than you give him credit for.
Monday, July 20, 2009 by James Benson:
It is smart of you to be excited about a state of the art, world class automobile. It is clear that the Japanese and German automotive advertising has worked for many years. Many Americans have bough into the notion that because a car is Japanese or German it is superior. Non-sense. I think you are dead on, the Taurus will be a success.
Monday, July 27, 2009 by Scott:
I think the greatest obstacle this car may have to overcome is it's name. As the main article articulates, Taurus comes with emotional baggage for me. I am way past the Japanese quality gap for the big three but Ford will need to do an exceptional job marketing this car to overcome a generation of thrill seeking buyers.
Friday, September 4, 2009 by steve:
Keep in mind however... This is NOT your Dad's Taurus. This is twice the car probably and then some. I am a Ford nut and the first time I saw the new Taurus, I had no idea what it was but thought it was smoking nice! I was ecstatic to discover it was a Ford and then actually a little shocked to see it was a "Taurus". They've always been good cars... and I'm sure this one will be too, but it's in a whole new class now.

Leave a comment





Captcha