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2010 Ford Taurus Has Tough Road Ahead

Posted by: David Kiley on January 23, 2009

Okay, I haven’t driven the car yet. But pawing over the 2010 Ford Taurus at the North American International Auto Show this week gives me some reason for hope for the U.S. auto industry.

The design of the car inside and out seems just right. It doesn’t try too hard to be suave, like the new Buick Lacrosse. There are no crazy lines on the car. It comes across to me like a Brooks Brothers blazer or a Burberry trench-coat. It has a nice classic look. In fact, it looks like what should have been the redesign of the mid 90s. It would have been a natural progression from the original instead of the flattened football of a car we got.

Launching into the teeth of a Recession, though, and carrying the much battered Taurus badge around on its trunk are conditions that give me pause to worry about how successful it will be.

The original Taurus came out around the same time the Miami Dolphins were really good in the mid 1980s. Dan Marino was QB, and they played in Super Bowl XIX in 1985. The Dolphins the past few years, though, have been awful, trying to figure out who was leading them and what kind of team it would be. Last season, the team went 1-15. And this year, it won the divisional title. No team in history has done that from one year to the next.

So, I guess what I am trying to say is that this new Taurus has a shot of doing well. It will just take everyone at Ford doing absolutely everything right as they reintroduce it to the public.

Meantime, here is Ford Americas President Mark Fields talking about the challenge.

Reader Comments


January 26, 2009 9:52 AM

The Taurus looks like a very respectable car, but it's doubtful buyers will notice. The full size sedan segment isn't very big, and despite low gas prices, people are still scarred by the $4 fuel of last year. Regardless, Ford has gone a good job of taking criticism and turning out an improved product rather quickly.


January 28, 2009 9:18 AM

Mr. Fields is correct about the name recognition, but he fails to mention the reason they abandoned the name in 2006 - the car had the stink of failure on it by that time. I think he's also right that the new model will turn heads and pleasantly surprise, but it will take more than word of mouth to change perceptions about the car. An effective marketing campaign is a must, far better than the one that accompanied the Flex introduction.


January 28, 2009 10:31 PM

Looks alright but ~$25K for one car? I have two new cars but both were ~$15K. Not to mention the last first & last Taurus I owned a 99 Taurus G with 40k miles lost a wheel bearing and the oil pan gasket cuasing significant oil loss (3.0L Vulcans had a slight design problem). If i remeber correctly the transmission would become confused as to what gear it wanted to be in too. I really liked the serp belt that would chatter when you drove thru puddles. Got rid if the car at 46K miles. Can't take the risk at $15K let alone $25K on a new Ford. You got me once, but won't get me twice.


January 29, 2009 8:56 AM


Mr. Kiley,

That could have been in intriguing article about the new Taurus, but when you started talking about baseball (or whatever), all intrigue was lost and I started to fall asleep.

If you want to write about sports, don't do it while you write about cars...

Have you no more imagination?

From Kiley: Mr. Oblio....I made a reference to football, and thought it was finr to do so since this week is the Super Bowl. I can't help it if you aren't a sports fan.

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