2008 Ford Taurus and the Case of the Missing Clue

By Lloyd Frazier

I will be the first to admit that the US auto manufacturers really heaped grief upon themselves by their own actions. The Big Three were putting out a lot of questionable product during the 80’s and 90’s. There were a lot of bright spots during those years like the Dodge Caravan that brought the buying public a whole new concept, the mini-van. Smaller than a full size van and bigger and roomier than the typical station wagon. It spurred a whole new industry of copycats from other manufacturers. Just when we thought the mid-size sedan market was stuck in box and wedge body designs, Ford pulled a proverbial rabbit out of their hat. That rabbit, and I don’t mean the VW derivative, turned into a goose that laid the golden egg for Ford. In the fall of 1985, Ford released the Taurus into the world. The exterior design was quite new. It was a milestone in design for Ford and the rest of the automotive industry. The Taurus design, with its flowing, rounded, jelly bean shape was not only pleasing to the eye, but its aerodynamic shaped made the car more fuel efficient. In it’s second generation design, it was the best selling mid-size sedan from 1992-1996. Until the ’97 Toyota Camry took the crown away from Ford, there were rumors that Ford might actually start to take on the big guy on the block, GM. Over the next 8 years, Ford lost it’s way with the Taurus. Just about every rental car agency in existence offered the Taurus as an rental option. The rental market was so flooded with them that it’s resale value and appeal dwindled. In the 2005 model year, Ford dropped the Taurus name and introduced the all new Five-Hundred. It was supposed to be the next Taurus, the Camry and Accord killer. The Five-Hundred never really set the world on fire. In fact, by dropping the Taurus, an instantly recognizable nameplate, Ford disappointed their loyal customers. They just wanted a new and improved Taurus. Instead of staying with what worked, Ford went on a naming spree with models that started with “F” such as the Focus, Fusion, and Freestyle. When Alan Mulally took the helm at Ford, he decided to remain more loyal to their customers and nameplates. So, this year, Ford dumped the Five-Hundred and rebadged it as an all new Taurus. Sales have not been so brisk. The Taurus has yet to out pace the Five-Hundred in units sold when it was first introduced. Ford is in a bit of a quandary. They have some fantastic product abroad. Here in the US, except for the F150 and Mustang, there is not much else they offer that is really raking in the sales. The Fusion is a clean looking compact sedan. The Escape is a very nice small SUV. The hybrid version is quite popular with the politicians who are on the campaign trail. The new Edge CUV is a real head turner. It has even spurred a forum of Edge owners, buyers and fans at FordEdge.org. I think it is time for Ford to take a page out of GM and Chrysler’s playbooks. If you really want to bring customer’s back to the showroom, give them a reason. Give them, not only great looking product that people want to buy, but back up that product with a great warranty. GM offers a 5 year/100,000 mile warranty. Even take it a step further and pony up a daring warranty like Chrysler offers -their ‘Best-in-Industry’ lifetime powertrain warranty! That is what will catch the American consumer’s attention. Make a great product, then back it up with a great warranty. Catch a clue, Ford! Ford is an American icon. Don’t let yourselves slip into obscurity.

Lloyd, signing out…

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