• Feb 6, 2007
Click on the image for a gallery of images of the Five Hundred/Taurus?

Ameritech/SBC/AT&T/BellSouth spent the better part of a decade and hundreds of millions of dollars marketing the Cingular brand and dumping the AT&T Wireless name only to turn around and drop the new name and return to AT&T. Ford dropped the Taurus name after more than twenty years when they introduced the Fusion and Five Hundred.

Now hot on the heels of a post here about whether car names really matter much, comes a story from Dow Jones Newswire that Ford may reverse course again and rename the facelifted 2008 Five Hundred to Taurus. Sudden name changes are not new to Ford. Consider how the Lincoln Zephyr became the MKZ after just one year on the market and the Aviator became the MKX only months before its introduction. So far, Ford is not publicly commenting, but it seems doubtful that any name change will affect the fortunes of the big Ford sedan.

The official name change is reportedly going to take place tomorrow at the Chicago Auto Show. Stay tuned.

UPDATE: We asked Ford if the story was true, the official response received was: "We have not made any official announcements regarding our Chicago Auto Show news. Stay tuned for tomorrow's press conference." We figured we'd get a non-answer like that, which is clearly not a "no." In addition, the Freep's now reporting that the rename will indeed happen tomorrow, according to a source they have at Ford.

[Source: Dow Jones Newswire via Smartmoney.com]


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  • 75 Comments
      • 7 Years Ago
      Re #20: Maybe the Taurus "Super Hot intercooled Turbo"... that way the Bull SH*T would fly... zliv
      • 7 Years Ago
      "MDX does not look like a Pilot. TSX does not look like an Accord."

      I think he meant the TL, which as Motor Trend put it "The Ultimate Accord". With the same POS Transmission as the Accord which after all these years (what is it now, 8) still is utter junk.

      Yet Hondas are regarded as the Holy Grail of cars?
      Thomas C.
      • 7 Years Ago
      I own a 2003 Taurus SEL and a 2005 Mercury Sable LS both great cars love them both..

      I would definitely like to see the Taurus name come back and would also like to see the Mercury Sable name come back to and i would think that bringing more famous names back would help sales ...

      As long as they refined the cars and made them beat the competition I think that they would do great ..
      • 7 Years Ago
      Face it...we who frequent this board are hyper-sensitive to anything new or different in the automotive world. We are 2% of the car buying public. When Joe Average walks into a Ford store next year and gets introduced to the "new" Taurus he won't have a clue (nor will he care) what it really is or where it came from. I think this is genius and just might work.
      • 7 Years Ago
      Here's the bottom line. NO ONE KNOWS WHAT A FORD 500 IS! Yea, the car guys here do, and the 12 people who purchased them do, but come on. This is actually a great idea. We have to remember this is a car site. We know and love cars. But there are millions of people out there who buy cars like they buy toasters. The "new Taurus" will get the 3.5 liter engine, a little better styling, great 5 speed automatic trans, and now this is the big one. It will be on national nightly news EVERYWHERE. FORD brings back the TAURUS. When you look at it as a name recognition strategy coupled with more free press than any car in Ford's line up. It WILL increase sales. Actually, a very shrewd move by Mr Mulally. IMO.
      • 7 Years Ago
      The 08 update is going to fix it's only real flaw: the powertrain. The 3.0L V6 and CVT is a big turnoff to buyers (underpowered, weird tranny). The new grill is a questionable update, since the car is for conservative buyers. If it is a better driver and still priced right, it should gain sales - if Ford starts advertising it again...
      • 7 Years Ago
      Insted of changing the 500 to Taurus, why didn't Ford just keep the Taurus name when they designed the Fusion? That would have made more sense than designing a new 500 and then changing names. There is really nothing wrong with the 500 except that it has been wrongly marketed, just like the Crown Victoria in the past. Have owned one of the Vics for over 11 years and it is a very fine automobile. If Ford changed their marketing strategy on all their makes and models, the customers would really find out what they have to offer. All you ever see is TRUCKS, and not every one wants a truck, and that includes their SUVs. Local dealership has a lot full of trucks and SUVs. Toyota sells and markets their automobiles and that is why they are on the top of the heap right now, and will probably stay there.
      • 7 Years Ago
      Hey accordsforall, just because YOU don't like a car, doesn't mean it's crappy. Grow up. The 500 has been a very reliable car, and does what it does very well. It's a safe, affordable, and VERY reliable car that offers a ton of room and comfort. Check the reliability ratings. Plus if I had to be in an accident, I sure as hell would rather be in a 500 instead of your precious Accord. BTW I don't hate Japanese cars. I also sell Mazda. I'm not a fanboy. Just can't stand to see ignorance lead people to rip a car they know nothing about.
      • 7 Years Ago
      • 7 Years Ago
      To: #41

      Obviously you don't remember what you wrote, this is what you said with no refernce to the the TL:

      "what about the people who buy the Acura TSX (*cough* rebadged accord) "

      You said TSX and Accord not TL dumbass.

      Pilot/MDX is not a rebadge! The cars are not identical. 500/Montego are identical inside and out. Get some glasses cause your blind.
      • 7 Years Ago
      hondacura: "Pilot/MDX is not a rebadge! The cars are not identical."

      also, from wikipedia:
      http://en.wikipedia.org/wiki/Acura_MDX

      "The cargo floor can flip up to provide two additional seats. The vehicle is designed to hold 7 passengers."

      you may think it aint a rebadge, but when you look at the cars (the pilot and the mdx) they look the same. as i said, the headlights are slightly different, but everything else is the same. (this is regarding the 2006 mdx). of course, the mdx has a bit more luxurious feel to it than the pilot, but they are in essence the same car.

      it's not a rebadge in the same way that the ford 500 and mercury montego are rebadges (because they dont even change any outside design cues), but it's still a rebadge nonetheless...
      • 7 Years Ago
      Do I think this will increase sales? Yes, unfortunately.
      But the Fusion effectively replaced the Taurus pricepoint. I'm not sure most people are going to be happy when they can't find a "Taurus" for under $25k sticker, no matter how much they discount it.
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