Taurus gets a new tagline
It should come as no surprise that the Taurus and its siblings perform well on crash tests. The platform was developed from the Volvo P2 architecture that provides the basis for the original S80, as well as the S60 and outgoing V70. The Taurus has just earned itself five-star ratings in all of the NHTSA's tests, and the IIHS recommends the Taurus as a Top Pick. Seeking to capitalize on that success, the advertising boffins have whipped up a new tagline: "Rated Safest Car In America." Our spines tingle with delight. Our write-in suggestion of "Saves Your Arse" apparently has gone unheeded.
The Ford Five Hundred was so under-promoted by Ford that we don't recall any tag line. No matter. Seeking a return on its investment, Ford has given the revamped Five Hundred the Taurus moniker and a raft of upgrades. The hope is that the Taurus name isn't totally bankrupt, even though the DN101-based last generation was allowed to die on the vine. The new 3.5 liter V6 helps out by not only bumping power, but the horrid NVH of the 3.0 liter has been replaced by a hearty growl, instantly making the car feel better. It's a roomy, well put together car that drives well, for a reasonable price, so perhaps buyers will find the safety scores a persuasive argument.
[Source: Auto News - sub. req'd]
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Reader Comments (Page 1 of 2)
ghostdoggy 8:19AM (6/07/2007)
Ford is lost. The car they are presently calling a Taurus was fine in its own right. Just because the real Taurus was a POS doesn't mean Ford, or any automaker, should enter into a practice of restickering a vehicle.
The Ford 'Way Forward' should just buy Accords and Camrys at wholesale prices and slap the Taurus sticker on them. They would still fool their followers, and they'd make money.
This is as bad Dodge taking all of those famous coupes and slapping stickers onto refried bean sedans.
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Willie 8:26AM (6/07/2007)
Ford did more than simply change the nameplate, they changed a lot of things and made a good car even better, and more stylish. Besides everyone knew the 500 was really a Taurus, (good thing Bill Ford is gone).
Willie 8:22AM (6/07/2007)
I like both the new Taurus and Sable. Plus Ford reliability has really improved and they are on the hills of Toyota. Things are rough now but I see them improving.
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whofan 8:26AM (6/07/2007)
I always thought the Five Hundred was a great car from to start. I could never figure out why people were down it so much. I tried to figure out what it was that I could or could not see compared to mose everyone else?
I hope this some what of a rebirth of the Taurus works for Ford. I think this is a great car in its class was from the start. Americans are too trendy for their own good.
Popular music is terrible now days and so is some of the hot selling cars too. It`s all about the IN thing.
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The Other Bob 9:10AM (6/07/2007)
whofan-
"Americans are too trendy for their own good."
Amen, amen.
whofan 8:33AM (6/07/2007)
"The Ford 'Way Forward' should just buy Accords and Camrys at wholesale prices and slap the Taurus sticker on them. They would still fool their followers, and they'd make money."
NO,
Because as soon as the Ford name was placed on the Accord people would automaticly pick it apart and say its inferior to everything else.
Now if Honda or Toyota put their name on the Five Hundred it would be a best seller. Driving a Toyota or Honda is the in thing.
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Rick Lyon 9:17AM (6/07/2007)
It's a carbon copy Passat with a new name every year.
Rene Curry 8:43AM (6/07/2007)
The problem with the 500/Taurus is it has the old person syndrome. Styling, price, & time sets the perception in stone. Can you say Buick?
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David S. 8:54AM (6/07/2007)
As of right now, nothing says Administrative Assistant to the Comptroller General of the State Department of Agriculture like a nice Ford Taurus. That chrome grille means you're going places, champ!
Two things that would give the Taurus name some balls (ha):
1.) Bring back the SHO.
2.) Enter an AWD race-version of the SHO in the GT class of Speed World Challenge.
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calebe 9:04AM (6/07/2007)
There was a commercial a few years ago for a rental car place. In the commercial there were a bunch of business men asleep in a lincoln crashing over a center divide. That's what the 500/Taurus reminds me of. Dull, Boring, old folks car.
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whofan 9:07AM (6/07/2007)
"Styling, price, & time sets the perception in stone. Can you say Buick?"
IF the new Buick Lucerne is an old persons car. I guess good taste is like wisdom it comes with age. The Camry looks more like older persons car than any Buick.
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FrankTheCrank 9:20AM (6/07/2007)
I had an old 98 Taurus V6 24V...and I actually liked it. I hated to get rid of it, but by 134K miles, I was looking at a $4,000 repair bill.
I'm glad to see the Taurus come back. I actually test drove a Five Hundred, it was a cream puff, with only 16K miles and it was dirt cheap. But, it was a very bland driving car and everybody was right, wayyyy underpowered.
Instead I picked up a used 05 Accord Coupe V6. I do not regret one second, what an awesome car to drive. I've been smiling since I picked it up. Sorry Ford.
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bmoredlj 9:33AM (6/07/2007)
I wonder what Ford's lingonberry juice-drinking cousin Volvo would have to say about that tagline...
While they're on this marketing hot streak, why not have the blue oval redesigned by those guys who made the 2012 Olympic logo?
http://www.bbc.co.uk/london/content/articles/2007/06/05/2012_logo_epilepsy_feature.shtml
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TheFrenchmanaz 9:50AM (6/07/2007)
Can anyone who finds the 500's design so acceptable please define their feelings on FORD's European equivalent, the Mondeo ?
The comment that " American's are too trendy........", with all due respect, is simply ridiculous. Since when is the desire for beautiful design considered trendy ? Does the person who said this not drool over Ferrari's and Lambo's, like the rest of us ? We know beautiful design is now feasible and cost effective for car manufacturers, why does Ford feel that middle class America is only deserving of this vanilla ( I am being gentle here ) design ? It is insulting to know that Ford can design beautiful cars GT40 stateside and the Mondeo and Focus in Europe, but chooses not to. BMW's, Audi's etc are pretty much standard worldwide. GM has finally understood that their Oz subsidiary is ions ahead in terms of desirable design.
If Ford and GM are going to regain some market share they are going to have to do better than Toyota in the design dept, not simply be equal. Mitsubishi has finally learned with the new Lancer.
The first thing real car lovers look at first is the cars beauty. This isn't called being trendy, this is called have style. I won't delve into the quality of materials issue because this is another argument.
Bring the Mondeo here Ford and you won't be able to build them quickly enough.
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Dave 11:01AM (6/07/2007)
I don't think the Taurus/500 is the equivalent of the Mondeo. I believe the Fusion is closer.
The T/5 has more interior room than a crown vic with only small increases in exterior dimensions over the last Taurus.
The current Taurus is better looking than a Camry, Accord, or Avalon. And it is a solid performer.
Personally, I think the current Mondeo is a very good looking car. But I believe it would be overstyled for the US market.
Clearly Toyota, Honda, Ford, etc. are in agreement that Americans opt for conservative styling in family cars. The current Accord and Camry are two of the most boring looking cars in history.
TheFrenchmanaz 11:29AM (6/07/2007)
Dave, I understand where you are coming from, however, I am not sure if I agree with totally with your view regarding the American market being more conservative. The market seems to be screaming for more and the Chrysler 300 is hardly conservative. We have seen that the Sebring is a non starter. The Saturn Aura is basically an Opel, Pontiac's G6 and the new G8 coming out are very stylized. The Ford Mustang which is it's only success is also hardly conservative either. How much importance would you place on the incredible aftermarket craze. Even some of the most staid cars are being gussied up by their owners. I appreciate that this market segment can be a little conservative but have you looked at the new Camry or the upcoming Accord designs ? I drive an Audi and this is considered a conservative design. No one is asking Ford to be revolutionary, but the 500 or even the Fusion, whose only " trendy " touches are the grill and tailights ( which by the way are years behind. The Altezza tailights were popular 5 years ago and now considered cheesy. Both of these cars are just boxes. No clean or pretty lines. The middle class European is not super flash, if anything they consider America " blingy ". Maybe Joe farmer in middle American still wants his Lincoln towncar but the rest of America wants something with a little more style. How else would you explain FORD's miserable results. GM is finally getting it and they are gaining ground. Design first, the a close second quality.
Bob-omb 10:12AM (6/07/2007)
David S, thanks for making me laugh so early in the morning. Couldn't have said it better myself!
And sure it's safe, but the Taurus has always been (relatively) safe since at least the early 90's. I'm not sure that's gonna help them sell more of these. Discounts will, though!
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Tool 11:01AM (6/07/2007)
How about this for a tagline:
"Not the Piece of Crap That The Taurus Used to Be"
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PatPurr 11:13AM (6/07/2007)
The news ads should say:
"The BULL is back !"
or perhaps
"Taurus, China shop's beware!"
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P to the C 11:18AM (6/07/2007)
American cars may not technically be too 'trendy' but I'd agree that they're typically a little too stylish. Americans consumers have proven time and again that they prefer boring vanilla car appliances and will shun anything that has any degree of style to it.
The top 5 selling cars for 2006 are:
1. Camry - Can you get any more geriatric and boring?
2. Accord - Fuuuugly and way overdue for an update.
3. Civic - Zzzz....
4. Impala - The one exception.
5. Corolla - Like a Civic only less safe and more boring.
There's a reason overseas markets get all the cool cars and we don't. Cool cars don't sell in the U.S.
With the above said, if the Five Hundred/Taurus had a Lexus badge and sold for $40k it would get the praise it deserves.
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