REPORT: Ford to go after lux brands with new Taurus ads [w/VIDEO]
Click above to watch videos after the jump
While the Taurus name still carries very strong awareness with customers, Ford needs to show the car-buying public that the 2010 model has an entirely new level of class and refinement. To accomplish its goal, the flagship sedan's new marketing campaign is ignoring competitors like the Honda Accord and instead going after the luxury competition.
New online ads will pit the 2010 Taurus, which starts at $26,000, against competition that costs $60,000 or more. In one spot, the Taurus goes head to head with the much more expensive Lexus LS. Both vehicles will be driving behind a leaky gravel hauler to show that the Ford has a better paint job. In another spot featuring the Infiniti M45X, Ford aims to show that the Taurus has a more sophisticated radar system. Infiniti spokesman Kyle Bazemore tells the Detroit News that his company is flattered to be chosen by Ford as a benchmark, but "our entry-level Infiniti G beat the Taurus in a head-to-head test by Edmunds.com."
Ford says the ads aren't targeting luxury car buyers, but instead they are meant to tout the Taurus' advanced technology. Analyst Jim Hall of 2953 Analytics LLP likes Ford's approach, since many vehicles in the segment don't have the same level of tech as the Taurus. Hall isn't so sure, however, if the online ads go far enough to distinguish the new Taurus from the old model. Ford's print and TV spots won't feature luxury competitors, though, instead focusing mainly on favorable reviews and technology.
Follow the jump to view two of the new Taurus ads. In the first one, Ford takes on the Acura RL to see which vehicle has the quieter cabin. The prop? A fire-breathing drag racer, parked right between the two vehicles. The second spot features the Taurus and Lexus LS taking on the fore-mentioned gravel hauler. This commercial is pretty sweet, if only because of the slow motion chunks of rocks hitting both cars set to opera. Hat tip to Racer.
Gallery: First Drive: 2010 Ford Taurus
[Source: Detroit News]
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Reader Comments (Page 1 of 5)
lex 1:42PM (7/31/2009)
Lexus uses a weaker paint due to their stricter environmental impact measures
LS in 2010 model year. Changes are following:
- slightly different exterior
- slightly different and more luxury interior
- ****totally new anti-scratch paint (best on the market)****
Reply
why not the LS2LS7? 1:54PM (7/31/2009)
As far as I know, no one has tighter VOC standards (the environmental impact standards you speak of) than the US. For a time, American companies had to use water-based paints while European companies could still use solvent-based paints, and that gave the Europeans an advantage. But this hasn't been true for a while and I think all 3 areas are on an equal footing now.
Jim 2:13PM (7/31/2009)
"Lexus uses a weaker paint due to their stricter environmental impact measures"
Translation: "I'm talking out of my arse."
Farmboy 2:29PM (7/31/2009)
Ford also does a little paint environmental deal. They reuse the unused fumes. They are cycled back into the paint system to ensure use, therefore reducing costs and waste that could harm the atmosphere.
Rick 3:50PM (7/31/2009)
Mazda, Toyota, Honda, all Asian imports it seems. That's why I buy German. Loads and loads of paint to protect my car when driving on the highway.
Why is Ford saying "look, the car isn't as nice, fast, comfortable or well made as this luxury car, but the rubber on the trunk trim is second to none" ?
Jim 8:02PM (7/31/2009)
"Mazda, Toyota, Honda, all Asian imports it seems. That's why I buy German. Loads and loads of paint to protect my car when driving on the highway."
when it isn't in the shop, you mean...
the4thheat 10:12PM (7/31/2009)
I actually thought the Lexus paint test was totally meaningless since all it shows is how much the clearcoat was dented, not whether the gravel actually chipped THROUGH the paint, which is the only thing that matters since it'll prevent rusting. On top of which, since we generally do not constantly drive behind gravel trucks it's also important for the paint and clearcoat to be UV resistant for the next bazillion years while still maintaining it's chip resistance. So an initially softer clearcoat might very well deal with the years a lot better. Either way a pretty silly marketing test that doesn't prove anything about either car having better paint. All it proves is that the Taurus has a hard clearcoat shell.
And in the slow mo it actually looks like the Lexus bumper is cleaner, and the fact that they don't bother to show a shot of the bumper afterwards is rather fishy-all the ad says is that both bumpers had damage so it doesn't matter...probably because the damage was worse on the Taurus so it wasn't shown because I guarantee they would have shown it if the Taurus had done better.
Why also, was the test against the RL with an external sound source? Most of the sound pollution when you're actually driving is from road noise coming up through the tires, engine noise, and wind noise. None of which are tested by running an external sound source. Would they have lost if it had been a test of cabin noise at highway speeds?
At least they had the good sense not to try and compare the sound proofing against the LS.
Sixt9coug 3:04PM (8/02/2009)
As someone that works in the paint industry, European automakers have almost exclusively used waterborne paint finishes at the OEM level for the past several years. The US is still at a blend of solvent or waterborne technology dependent on the automaker. Toyota is around 50% waterborne on US made autos. Ford was around 30% the last time i inquired. It may be more now as it was before the rollout of lots of the new models.
To imply that the European makes have superior paint because they dont use the new low VOC products is terribly wrong and 180 degrees off base. They use nothing but the low VOC technology while the states still is primarily on the old solvent stuff. I personally LOVE waterborne paint for a number of reasons, but it will take time to convert it all over.
The anti scratch clearcoat that they will use is already in use in various forms at the OEM level from BMW, Mercedes, Infiniti and some Audi's i believe. Its pretty slick stuff but a bitch to repair in some situations.
Pokey 1:43PM (7/31/2009)
It is a freaking Taurus!!!
I like this car, but c'mon, they can't be serious. I was just starting to like the direction Ford was going in too.
Reply
Greg Aryous 2:23PM (7/31/2009)
You are the problem Ford is trying to overcome... old perception is NOT today's Taurus!
Have you even looked at or driven the car (in person) before making your erroneous statement: "It is a freaking Taurus!!! What the hell does that supposed to mean anyway?
Sounds like you make decisions without having all the facts... do everything that way in life do you?
Pokey 2:46PM (7/31/2009)
@greg
Nice to see you think you have me figured out based on a comment I have made on the internet. You don't get out much do you? See, there, I did it too, this is fun!
I like the new Taurus, but comparing it to these cars is a waste of time. It is a nice car for sure, but not a very remarkable one. It is still a Taurus.
Yes, I have seen it up close, and I do like it, in about the same way I like toast. Toast is okay by it's self, but it is much better with butter. This car has no butter.
At the end of the day, it is just a car, no need to get worked up over it.
Pokey 2:49PM (7/31/2009)
*itself
oops
Quantumphysics 3:02PM (7/31/2009)
ITS A FREAKING TAURUS.
I understand what he means. My entire family buys Ford/Lincoln/Mercury and they look down on me because while they own Lincoln MKZ, Lincoln Navigator, Mustangs, Capris, etc... I paid a "little more" and bought a chrysler 300.
Ford cars are BORING. They all look like cop cars. The Taurus is only getting rave because its a less luxury MKS, which frankly isn't even competition for Hyundai's Genesis if you negate the wood panels inside.
But my family holds damn-near racist hatred for non American cars.
they didn't give me grief when I bought an S550, because for some strange reason, Benz and BMW are the only cars they look up to. Its really weird.
Anthony 3:27PM (7/31/2009)
Yeah, before you put it down, it was THE car that inspired all of todays curves and sexiness in cars. without it we would probably still be driving boxes.
Not THAT Matt 11:29AM (8/01/2009)
"I like this car, but c'mon, they can't be serious."
They can't be serious about trying to move up-market? They've been working on it for years, sounds pretty serious to me.
Ask the same question of Hyundai - ten years ago you wouldn't want to buy a single car they offer but now? they're car of the year material.
retsel 1:53PM (7/31/2009)
This is excellent... This if Ford's Genesis...
Reply
Alex 1:51PM (7/31/2009)
i kind of agree Ford,Taurus : Hyundai,Genesis but Hyundai doesn't have an aspirational brand where Ford does. I like the ads but it think Ford is hurting Lincoln and even Mercury.
Franz 2:10PM (7/31/2009)
True. They'll one-up themselves if they don't revise their luxury brands as well. And they'll need to keep up with the times as well... the new Taurus is good, no doubt, but a lot of people I know won't exactly see it as a massive improvement that a 2010 model bests something that Infiniti has been building since '06.
Jim 2:16PM (7/31/2009)
"but a lot of people I know won't exactly see it as a massive improvement that a 2010 model bests something that Infiniti has been building since '06."
then they're (probably deliberately) missing the point, since the point is the comparison cars cost about 2x what the Taurus does.
Franz 2:31PM (7/31/2009)
@ Jim:
Don't get me wrong, I'm not disputing that point at all. But the particular comparison Ford is making reference to is their radar system. Due to technological advances, it's not such a big deal that Ford's newer system is better. Plus, they're comparing it to an M45, which is the top of the line V8 powered model... Infiniti's system is available on the cheaper M35 as well. It's just the usual advertising spin. Some people will fall for it, others will see it for what it really is. Equip a Taurus to the same content level as an M35 and the price difference is nowhere near as big. You can't deny that fact.