• Aug 21, 2007
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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  • 34 Comments
      • 7 Years Ago
      Just hearing the name Taurus makes me wanna barf. I have these visions of cheap oval shaped everything stations wagons that my friends parents used to have in the late 80's.

      • 7 Years Ago

      I prfer the Pontiac G8 to this.
      • 7 Years Ago
      Koreans are very nationalistic and will not buy foreign cars. Ford has no shot.
      Bryan
      • 7 Years Ago
      I actually like the new Taurus. I saw one a couple of days ago, and then one again this morning on the way to work. On the way home, I saw a new Sable, and it really caught my eye. You can't go wrong with this car. Its extremely safe, has been reliable(500), and has loads of room. I like the Freestyle/x dash better though. I think the Mercury looks the best. You have to realize this is more expensive because the Fusion took the Original Taurus' place. Thats the bargain car today. I doubt hardly anyone knows the new Taurus is out. I live literally around the corner from a Ford dealer and they might have 3-4 on the lot. Its going to take a little time to get sales going. I wonder what Ford has up it's sleeve for the next generation.
      • 7 Years Ago
      Not necessarily true. While Koreans can be nationalistic, that doesn't mean they won't purchase foreign luxury cars. Just look at the latest sales % changes for BMW, Infiniti, Lexus.

      I still don't think Taurus will do well in Korea though. Because to be honest, why would it? Given all the alternatives, I don't think Taurus will fare well. At least in Korea.
      • 7 Years Ago
      This looks alot like the older model passat form the front, which is not a good thing. Ford misses the mark once again? Who is their target audience? 76 year olds? At least the fusion looks modern...
      • 7 Years Ago
      Mondeo's coming in 2011. Article I read said Ford is again globalizing sales so we will get the next-gen Mondeo and next-gen Focus from Ford of Europe. Then also a Ford Falcon from Austrailia.
      • 7 Years Ago
      Taurus!... making the dream come true. For you!
      • 7 Years Ago
      You taught English and you can't spell whether correctly?
      • 7 Years Ago
      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
        • 7 Years Ago
        Wanna talk about lost sales?

        Impala down 5,258 from Jul06 to Jul07

        Lacrosse down 3,996 in the same comparison
        • 7 Years Ago
        Jordan & Fordman,

        It is not nearly as awful as Jordan would like to make it sound. For starters the Taurus/Sable wasnt even on dealer's lots in any significant numbers until mid July. According to Automotive News, Five Hundred sold 1718 more units in July 06 than it did in July 07. But there were 779 more Sable delivered in July 07 than there were in July of 06. Other interesting comparisons;
        Avalon sold 1665 less in Jul07 than Jul06,
        XG350/Azera sold 1162 less in Jul07 than Jul06,
        and Amanti sold 1521 less in Jul07 than Jul06.

        You also have to keep in mind that Ford has reduced daily rental sales. So the new Taurus/Sable is doing just fine and will keep on getting better. Response to the name change is very positive in the Showroom. These cars arent being sold to the former Taurus/Sable buyers for the most part and we will never see the large numbers that the former cars put out. Former Taurus/Sable customers are buying Fusion/Milan. Just my two cents.
        • 7 Years Ago
        Jordan,
        I knew Taurus has been a bust but didn't know that bad. Its been at my local dealer for 4 months now and I thought they were selling around 500 levels of last year but didn't know combined they were still not meeting targets!!!
        The 500 has also fallen 25% roughly every month over month since 2005 as well so with such few numbers I thought we would see a huge increase considering the car has a better engine and etc for about the same price.

        Poor Taurus, they rushed the name back wayyy to prematurely.
      • 7 Years Ago
      The Fusion should have been the new Taurus. Taurus would have made quite a buz if it Were the car the Fusion is. Ford could have named the 500 a Galaxcy or LTD.
      • 7 Years Ago
      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.
        • 7 Years Ago
        $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.
        • 7 Years Ago
        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.
        • 7 Years Ago
        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.
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