Ford is launching the Taurus in South Korea at the end of the month where it's expected to compete with locally manufactured sedans like Kia's Opirus, which we know in the U.S. as the Amanti. Korean versions of the Taurus will get the same 263-hp 3.6L V6 and six-speed auto as U.S. spec cars, putting it in good steed against the local competition. Ford officials are well aware of the Blue Oval's budget image, even overseas in places like Korea, and have no ambitions of targeting brands like Lexus and other imports.
The Taurus is a long standing US nameplate, selling in the States for more than twenty years now, but there's not much cachet in the badge in foreign markets. In recent times, the car has lost favor back and home and even led Ford to replace it with the new Five Hundred sedan. Realizing the mistake of throwing away almost two decades of history, Ford's new CEO Alan Mulally set about reinstating the name and thus it reappeared this year on a facelifted version of the Five Hundred. Of course, all this means nothing to the Koreans, who we're sure will have an affinity for their local brands.
[Source: Korea Herald via Winding Road]
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Reader Comments for
Subscribe to this threadFord Taurus goes abroad, on sale in Korea later this month
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Seduck @ Aug 21st 2007 5:47PM
Koreans are smart and purchase good products that last a long time and when its time to sell it sells quickly and for good money.
Just as Ford has failed in Japan even though it undercuts Japanese companies in price, Just as Ford is failing in America (9 years of straight market share decline) even though it undercuts the imports on price, It will also fail in Korea.
I hope they dont, as Ford is making decent products of late on their new models and Ford's success is good for our economy, but I dont see it happening anytime soon.
Sales for August are already down 11% month to date.
Tagg @ Aug 21st 2007 6:58PM
Almost everyone has done bad in Japan, its not just problem for Ford.
Don @ Aug 21st 2007 7:05PM
I think Ford will face the same situation in Korea it would in Japan...but don't make Koreans out to be super intelligent consumers. That's stupid.
Seduck @ Aug 21st 2007 7:24PM
I only talked from experience. after I got my BA I went to Seoul to teach English. These guys are just picky shoppers. Thats all. Weather its a house or an appliance or a car they want quality and craftsmanship and reputation.
But you know what the more I think of it the more I actually think Ford will do ok. There is a segment of the population that likes American things. A big American car like the Taurus could sell to these people that want to be different and experience amereicana. Just like how the Chinese Love Buicks!
Maestro1 @ Aug 21st 2007 8:50PM
Dude no offense, and I don't mean to be picky about spelling but I had to point this out:
For someone who went to Seoul to teach the English language, you made two spelling mistakes. 'Weather' is actually whether and 'Amereicana' is spellt Americana.
Anyway, I think the Ford won't do very well. If the Koreans are picky shoppers they'll follow the market trend which globally has favored Japanese and European products both for style and reliability for the most part (reliability a bit less so for Europeans but there are reasonf for that). So I think they'll got that route, not to mention to opt for their own home-grown Hyundai and Kia brands.
Greek Boy @ Aug 21st 2007 9:34PM
Seduck, you are sooo full of shite.
LMFAO at Engish teacher and then mispelling two words. OMFG
mayday83 @ Aug 21st 2007 11:29PM
Don't be so harsh guys.
Maestro, by just glancing at your post I counted two typos and a few punctuation misuses. Greek boy, your post looks like something I might have written while chatting on MSN Messenger when I was fourteen.
Everybody makes spelling and grammar mistakes from time to time, especially when typing quickly. That's why a good English teacher always double checks his or her lesson plans and material, and why everyone in publication has (or should have) an editor. Whether or not the guy really knows the weather/whether distinction is irrelevant to what he was trying to say.
Carry on.
Maestro1 @ Aug 22nd 2007 12:20AM
LOL I know I had spelling mistakes, and have no problem admitting that - it happens. However, i'm no English teacher and that's the point I was trying to make. I wasn't being rude or 'harsh' even though there were some harsh comments, but the point still stands. Relax!
l.i.dave @ Aug 22nd 2007 9:02AM
seduck you really are a special kind of idiot. The Japanese place heavy taxes on foreign automakers to ensure that they can not offer their products at competitive prices.
But why worry about facts when you can stupidly bash America.
Another mindless zero babbling about things he doesn't understand.
bonejob @ Aug 26th 2007 9:17PM
Yeah... Koreans are "smart." That's why they have purchased so many utterly craptacular Hyundais, Kias and Daewoos over the years. True, these core Korean brands are recently - and finally - approaching world standards of performance and quality, but for decades they were utter junk - no better than Soviet or Chinese cars - and they purchased them by the millions just the same.
There are lots of reasons for this - too many to discuss in the limited time I have, but the Taurus' success or failure in Korea will have little to do with Koreans' sophistication as automotive consumers. The Taurus MAY succeed in Korea as a niche product for wealthy Koreans who can afford the gasoline and the taxes, and want something exotic - something beyond the typical Asian transpod.
Charlie @ Aug 21st 2007 5:54PM
Just when I was looking forward to the new Taurus AKA 500 they go on change the rear lights to clear.
I dont like the new rice looking lights, maybe Korea will like them. I asked the local dealer if they could have their parts department install 500 lights on a Taurus if I bought one they said yes but 630 bucks.
Adam500 @ Aug 21st 2007 5:56PM
Look on Ebay charlie.
Many people dont like the fugly Taurus lights and having them swapped for the old 500 lights. There are some for sale on E-Bay. Just change it yourself all the wires are the same.
geo.stewart @ Aug 21st 2007 6:00PM
while better than the amanti, it will probably get beat up by the sonata and azera.
SPG @ Aug 21st 2007 6:01PM
I walked by a fairly loaded Taurus a few days ago. It had the large polished wheels, leather, and a sunroof as well as the upgraded audio system.
I fully understand that makes a car expensive and the car itself is fairly advanced in technology.
However, I could still not get over how expensive it was.
People bought the Taurus in drove over the past few years because they could get a large, safe, comfortable car for a low price. Even loaded.
I'm really thinking they should of stuck with the 500 nameplate.
That One Person @ Aug 21st 2007 10:03PM
So starting below $24k is expensive? And topping out at just over $34k is expensive? Ever load up an Avalon?
I didn't like the Five Hundred name. And if Ford marketed it, it would probably have sold. But I think Mullaly is just cleaning up the mess laid out by Billy Boy by giving this thing the Taurus name...which has been proven to be a hell of a lot more recognizable.
I wish people would stop bashing this car and actually get out and drive one. They would be surprised.
Also, LOL at Jordan for blowing things out of proportion. The local Ford dealer didn't get their first Taurii until mid July (like LM said). I love how domestic haters always try and make things seem worse than they are. IT JUST CAME OUT. I bet sales will start to pick up in the coming months.
SPG @ Aug 21st 2007 10:28PM
MSRP is one thing, go down to an actual dealership and price one out. The one I looked at was $45,000.
The Taurus and the Avalon were never ment to compete which is why putting the Taurus name on the 500 which was specificly made for persons over 50 (Avalon buyers) seems like a really bad idea.
That One Person @ Aug 22nd 2007 3:47PM
$45k!?!?!? Where do you live, Canada? The most expensive one I have seen at all of the local Ford dealers was $35k...and that was with EVERY option (listed on Ford's website). And I have talked to several sales people and after all the other expenses tacked on, it still came in under $37k.
SPG @ Aug 22nd 2007 4:59PM
I am talking Canadian pricing.
However that was a window sticker.
The eventual price is going to be much higher.
I still think the Taurus nameplate should of been reserved for an Impala/Charger fighter and this cushy crusier should be called a Galaxie (or a Scorpio, haha).
Anyhoo I'm not trying to diss the Taurus I just don't agree with what Ford is doing and this is coming from the guy that convinced his mother to walk out of the Toyota dealership to the Ford dealership next door and buy an Explorer back in 97.
That One Person @ Aug 22nd 2007 5:11PM
haha I was scared there for a second. $45k CDN makes more sense. Sure, it may be higher in the end but it also depends on what dealer you go to.
As for the name, look above at my previous comment. It makes sense in a way. Mullaly was smart to reuse a name that was actually recognizable to people. But if Billy Boy would have been smart enough, he would have pushed for more advertising of the Five Hundred. But I do agree with many...the Fusion should have been named Taurus.
Mullaly is trying to clean up a huge mess. And so far he seems to be doing a decent job.
Jordan @ Aug 21st 2007 6:04PM
I was one of a few guys saying renaming a car something else will not make it sell. The Taurus is off of the old 500 platform which is off of the old S80 platform introduced in 1999. And it drives like an 8 year old car. Putting a lipstick on a pig doesn't make it look pretty.
The Taurus has been a disaster. Its been on sale since May and has underperformed greatly. The 500 sales were practically crap last year yet the Taurus and 500 cant beat last years numbers combined!
May 2007
http://www.theautochannel.com/news/2007/06/01/050237.html
June 2007
http://www.reliableplant.com/article.asp?articleid=7214
July 2007
http://www.prdomain.com/companies/F/FordMotor/newsreleases/20078243652.htm
For August Taurus and remaining 500 on the lots are down 26% from Last year's 500