Review: 2010 Ford Taurus SEL stays big, goes upscale
by Chris Shunk on Sep 29th 2009 at 11:57AM 
2010 Ford Taurus SEL – Click above for high-res image gallery
In 1985, when few models really stood out from the midsize pack, Ford created one of the most influential vehicles of the late 20th century: the Taurus. Radically styled and intelligently packaged, the Taurus won the hearts and minds of millions of car buyers, and for over a decade, it was a dominant force in the retail car market. Eventually, competition from the Toyota Camry and Honda Accord proved too much for Ford to handle, and the Blue Oval hung its game-changing sedan out to dry. Product development dollars were funneled to trucks and SUVs, and the Zodiac's bull died a pauper's death in 2007 after an achingly long stint as a tattered fleet Queen.
When Alan Mulally took the helm of FoMoCo, the new CEO wondered why the recognizable – if tarnished – Taurus name had been abandoned. So a branding Band-Aid was affixed to the underperforming Five Hundred sedan and, unsurprisingly, consumers saw through the botched rebadging. The "new" Taurus was still the old Five Hundred; a dynamically challenged sedan whose biggest selling point was a really large trunk. In hindsight, the move may have been a way to revive the Taurus in the public's consciousness as Mulally and company went back to the drawing board to create a new world-class sedan capable of taking on the biggest names in the segment. The 2010 Ford Taurus is here... but does it have what it takes?
Gallery: Review: 2010 Ford Taurus SEL
Photos copyright ©2009 Chris Shunk / Weblogs, Inc.
Before the rebadged Taurus arrived in 2008, the Blue Oval's bull was a midsize sedan. Not anymore. The 2010 model is larger... much larger. At 202.9 inches, the Taurus spans an additional five inches over the Toyota Avalon – or to put its gargantuan length into better perspective – nearly an inch longer than a Chevrolet Tahoe. That makes it a sedan even Baby Huey can love. But the 2010 Taurus doesn't just differentiate itself from past Taurus models in size, it's more upmarket in both look and feel.
Undoubtedly, one of the primary reasons that the last Taurus reclamation project fell flat was the donor Five Hundred's utterly uninteresting exterior design. The 2008 Taurus was so bland and unnoticeable it needed a chromed, Flava-Flav three bar grille to keep other motorists from running into it. For 2010, Ford has taken a different approach, making the two-ton sedan stand out with strong character lines on the hood and beltline that create a wide, muscular and luxurious exterior.
Up front, Ford has inset a set of modern, dynamic headlamps to accentuate the Taurus' sophisticated mug. The lower fascia makes this Blue Oval appear more aggressive, with a wide, trapezoidal shape reminiscent of the so-called "Kinetic" designs found on the European Mondeo and Focus. Our only issue is with the contrived three bar grille, which contrasts nicely with the lower fascia but falls short with its odd looking holes on the top and bottom slats. Out back, Ford has attempted to recapture some of the spark from its 2003 427 concept, so the Taurus's rump receives a set of squarish taillamps and a canted stance that gives the bull's butt a dynamic presence, with a minimalistic bumper that does its best to keep the already prodigious rear overhang in check.
While there's no question the Taurus is remarkably better looking than its predecessor, if Ford wants to recapture buyers, the interior would need to be special. In the past, Ford aimed for "class competitive" interiors, and in some cases, using the term "competitive" would be... generous. Thankfully, the days of strategically placed soft touch materials attempting to hide cheap dashboard bits and mismatched plastics are a thing of the past.
Seated inside our tester's substantial cabin, Ford's upmarket assault is front and center, with a thick, leather-wrapped steering wheel (fitted to every 2010 model) and exceedingly comfortable leather thrones that wouldn't feel out of place in something costing tens of thousands more. Ford has opted for a dual cockpit approach for the all-new Taurus, with massive, symmetrical overhangs at each end and an impressive center stack sweeping back to strike a perfect balance between visual appeal and terrific ergonomics. HVAC and radio switchgear are well within reach and the controls are exceptionally easy to navigate. And while the front may be one of the best seats in the house, since the Taurus is a family sedan at heart, Ford paid special attention to the occupants in the rear. In smaller vehicles, the kiddies tend to kick the driver's seat. In the Taurus, there's more than enough legroom to accommodate your average chocolate-faced adolescent. When the time comes to haul the detritus of modern life, the new Taurus' 20 cubic-foot trunk is another big plus for the family man or woman, with ample space to fit luggage, golf clubs, groceries and some camera equipment – all at the same time.
If you get gratuitous with the options, the Taurus can easily crest $40,000 with the addition of adaptive cruise control, moonroof, navigation and all-wheel drive, but our $30,980 SEL is probably a good indication of what the average Taurus will be outfitted with, and although it didn't come equipped with Ford's excellent but pricey navigation system, SYNC was included. As we've testified before, Ford's SYNC voice-control system just works, with Bluetooth, USB and auxiliary inputs for your MP3 player or phone a few clicks and spoken words away from connection. New for 2010 is the addition of Bluetooth Audio, which allows one to connect a Bluetooth-enabled MP3 player like an iPhone or iPod Touch to the stereo without wires. We're continuously amazed at how comfortable and intuitive SYNC is, and over time, it's become a staple of the Ford Driving Experience.
After spending time inside the new Blue Oval flagship, its obvious that Ford was shooting for world class levels of equipment and materials. But while the Taurus's cabin is a huge leap forward for Ford-badged vehicles, all is not rosy. Since the interior of the Taurus is so massive, spaces needed to be broken up, and the tan, leather-clad innards of our tester joins faux wood accents to accomplish the task. We're not huge fans of fake trees, and the materials look real enough, but that doesn't mean we're partial to it. The wood – particularly with the beige interior – is just too dowdy and dull, especially when matched with such a dynamic, modern design inside and out. Further, we could have done without the oddly hidden cupholders north of the center arm rest. It's nice to have them out of view when not in use, but the lines are very visible and break up an otherwise attractive center stack.
However, none of these nits get in the way of the Taurus driving experience, as the massive sedan is a competent and coddling cruiser. At just under 4,100 pounds, the Taurus is fully 600 pound heavier than a Chevrolet Malibu, and nearly a foot longer. Despite this, the Taurus' agility is impressive for a vehicle occupying such a sizable land mass.
During a particularly healthy flogging on some twisty B-roads, the Taurus proved a relatively tight package, with limited body roll and weight-defying grip. But when pushed hard, the Taurus feels too tall, too long and too heavy. The upgraded independent multi-link suspension offers a compliant ride that doesn't come across as floaty, and while the steering is fairly precise and decently weighted, road feel is nonexistent. The new Taurus is no backroad bomber, but this hefty sedan counters with the ability to isolate occupants from the world around them. Noise levels are nicely muted, making it easy to have an "indoor" conversation with back seat occupants, and pot holes and rail road tracks are soaked up without much hassle; something we can't say for some of the Taurus' competition, let alone your average purpose-built sports sedan. Obviously, the enthusiast set isn't the fish Ford is looking to hook, so it's comfort uber alles, and at that, Ford has succeeded.
On the power front, the Taurus makes due with a carryover powertrain in the form of Ford's 3.5-liter V6. With 263 horsepower and 249 pound-feet of torque channeled through a smooth-shifting six-speed automatic transmission, the Taurus is a lackadaisical cruiser, with just enough acceleration to keep you out of trouble, but hardly enough to get the blood pumping. Naturally, those looking for more pop can opt for the 365-hp EcoBoost SHO variant, but that starts at over $37,000. We suspect the average consumer will be content with the base powertrain, as most potential Taurus buyers probably don't tussle regularly with their inner Mario Andretti. With our right foot held largely in check, we achieved 22.9 mpg in mixed driving; a respectable number for a vehicle this size, and right at the center of its 18/28 EPA numbers.
With the new-for-2010 Taurus, you get the overwhelming sense that Ford has created a vehicle that knows exactly what it can and can't do. It delivers on style, comfort and features, while leaving sportiness to lighter, more dynamic performers like Dearborn's own Fusion. That can only help the Taurus compete against the likes of Toyota and Honda, and with customers placing more emphasis on value, the 2010 Taurus could give luxury stalwarts like the Cadillac DTS, Lexus ES, Acura RL and even the Lincoln MKS, something to worry about. But that can only happen if the new Taurus is bold enough and good enough for consumers to forgive Ford for its past sins with the Taurus. It's time to get over it – and after a week – we have.
Gallery: Review: 2010 Ford Taurus SEL
Photos copyright ©2009 Chris Shunk / Weblogs, Inc.
Reader Comments (Page 1 of 6)
Kumar 12:05PM (9/29/2009)
Saw one this weekend driving around...pretty nice looking car.
The only unfortunate thing I see is the speedo cluster housing. Ford, note to self: the cluster housing on the Dodge Journey is bad and should have never been copied, as that was a copy of my 1979 Plymouth Horizon (which, by the way, was quite stylish back in the day ;)
The only question is, will this large car find a market, or has the large car market moved on to CUVs? Remember, the Taurus was THE go to family car (sedan and wagon) for years...now family 'cars' are more often SUV variants. The same question goes to the Chrysler 300 as they think about a replacement.
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bee jaytee 12:22PM (9/29/2009)
I agree with the last point. The Taurus' most prominent attributes - comfort, quietness, and size - seem to be targeting Buick (or even Lexus ES) buyers.
On another note, given how long and tall the Taurus is out back, I wonder how many Tauruses on the road will have a bad case of bumper rash.
William Beavers 2:11AM (9/30/2009)
Well I agree it looks good. The problem is that for all this article had to say about the car being big, big, big...it really is not! Especially where you spend your time, on the interior (102.2 cubic feet). The 2007 Taurus had 103 + cubic feet of interior space!!! The exterior dimensions are long and tall, but the the interior is outclassed size wise by the new for 2010 Subaru Legacy!!! (Legacy is 103 cubic feet with the interior!) I am 6'4" tall and I have a tall family that consists of 6 footers!!! Try putting them in the 'new' Taurus and see what happens.
They never marketed the new Taurus, or Mercury Sable for that matter in 2008. (I own a 2008 Mercury Sable) Most people did not even know that they had relaunched these sedans! While I agree the interior is not stellar or exciting on the 2008 it preforms well and does better than the 2010 Taurus on so many levels. I was one who was excited about the 2010 car, but then I sat in it! They chopped the windows down on the 2010 and made the ride height a little lower, which gives them the showey look they were going for on the exterior, but it compromises on the interior space!!! The previous generation Taurus (2008-2009) had much more interior room 105 cubic feet!!! You talk about huge!!! There was a time that Honda's were well thought of because you had great sightlines, you could see all around you, and felt the road was in your lap. The 2008 Taurus, while not making you feel that the road is in your lap, does make you feel that you could see better than everyone else on the road. Where the 2008 was open, spacious, and airy. The 2010 "feels" claustrophobic by comparison. (Park them side by side and get out of one into the other and you will quickly understand).
The author of this article obviously never spent any time in the 2008 model, because moving from it to the 'new' Taurus feels like moving from an LS 400 to a Corolla! With this model, the 2010, all the exterior dimensions are basically the same as the 2008-2009. The interior of the new model does look good and feel good in person, but it is just cramped!!! (When adjusting the front seat and sitting behind myself, my knees touch the seat. I can cross my legs in the 2008!) The numbers on leg room be damned, this thing does not keep things as comfortable as the 2008!
They speak of driving dynamics and quietness, this one is not any better on either front than my 2008! (OK maybe the 2010 SHO would be better, but I have not driven one of those) The 2010 is a great car no doubt, but I feel Ford missed an opportunity to keep the large car large! If they would have marketed the New Taurus in 2008 (I never saw any television commercials on it) with the new engine (in 2008) and 6 speed automatic and the squelched interior they would have sold more.
I asked a guy at a Ford dealer about why Ford had not marketed the 2008-2009 model and he said, "wait till you see what they have for 2010". Well I have seen it, and I like the gadgets they have filled it with, but it is not a large car anymore! When a Subaru can out class it in interior room, you have a problem! The trunk is large, but the opening is more like a mail slot due to the short rear deck! You would have to bend down and shove stuff in, not set stuff it in your trunk!!! (that will be a royal Pain when living with the car!) The styling is great! It looks good. Unfortunately they created something that this whole country seems to be globing on to in recent years, style over substance!!!
I wish Ford had not canceled the Mercury Sable and had upgraded the interior (with out changing the dimensions) and left it pretty close to the same on the exterior (they could have freshened it without touching the interior dimensions). They could have restyled the 'new' 2010 Taurus as it is now and sold to two different markets and types of people on the same chassis. Had they done this with the 2010 Mercury Sable, they would have had a car that has plenty of power, is actually large, handles surprisingly well, gets decent gas mileage, is quiet, and could haul an American sized family without compromise (and would have a great interior if they would use most of the Taurus parts)!
Maybe if they had advertised the previous Taurus and Sable with the 263 horsepower engine, (the one weak link in the 500 according to many) and focused on the improvements they made, Ford would have started selling more of these to people coming out of SUV's during the gas crunch last year! The interior styling was bland in the 2008-2009, the exterior styling of the 2008-2009 was bland. They had a great chassis (Volvo S80) to ride on and it performs well if it is the 2008 or the 2010! While I will admit the overall the styling is better, this car is NOT BIGGER!! Heck it is only 0.8 cubic feet short of being the same size (interior) as the Camry! While being much larger on the outside! Do not tell me the new one is a bigger and much larger car when it is not!
Lar7789789 12:12PM (9/29/2009)
of course it has what it takes you fool. The ecoboost engine is def. one of the finer ones out there, styling is excellent, interior is def. world class. Now can they make it a little lighter?
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Chris 5:06PM (9/29/2009)
This doesn't have ecoboost.
Chris O 11:20PM (9/29/2009)
@Lar:
First of all, not many Tauri will actually have the EcoBoost engine. It may be the best an enthusiast can do in the car, but it really does tack too much on to the price to really be viable. After all, how many cars sell their highest output powertrain trim in significant numbers (relative to the other powertrain options)?
The styling is okay, and certainly a huge step in the right direction, BUT the overhangs are rediculous for a car that's already the size of a land barge. Having seen the interior, I can say it's pretty good, but it's not even segment-leading in my opinion. The fact that the car exists at an odd price point (for the size), makes it hard to fairly compare it to other vehicles.
One last thing, that EcoBoost engine that your'e so crazy about? It's alright, but it's not that great. The throttle tip-in is WAY too agressive, the engine note is not inspiring, and the engine gets wheezy at the top of the rev range. Aside from greenwashing from the EcoBoost name, there's nothing really all that compelling about the engine. It makes better power than competitors' V6s, but it also uses more fuel, too. A fair comparison would be the L76... and really I'd rather have the L76. Real-world fuel economy and poeak power are about on par, but L76 is mechanically pretty basic. With the complexity of the engine packaging, it's a reasonable assumption that the EcoBoost engine will be more expensive to maintain.
of course it has what it takes you fool. The ecoboost engine is def. one of the finer ones out there, styling is excellent, interior is def. world class. Now can they make it a little lighter?
Chris O 11:42PM (9/29/2009)
argh, got crap from his post in mine :p
Luis 12:14PM (9/29/2009)
This car is way too big. I think that will be it's ultimate undoing. It certainly won't reclaim the sales mantle that the last Taurus once had, and it shouldn't being firmly in the full-size category.
Ford needs to keep working on the Fusion to remain competitive in the hot mid-size market.
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monkeykat2 1:21PM (9/29/2009)
I don't think Ford expects to reclaim #1 selling sedan status with the new Taurus.
The Taurus is meant to fill in the large sedan role, left vacated by the (horribly outdated) Crown Victoria, and compete with the likes of Avalon, Genesis, LaCrosse, Maxima... etc.
With the upcoming Focus and Fiesta sedans and the current Fusion, Ford should have a pretty competitive line-up of cars. Sales are important, yes, but being #1 is something Ford admitted isn't their outright goal. However, building high-quality, desirable cars is their goal. Good luck to Ford --- looking good so far.
Bob-omb 1:45PM (9/29/2009)
Ford's not intending for this car to merely steal away the small number of Avalon or Maxima buyers, or they wouldn't have stuck with the Taurus name. And therein lies the rub. A huge car that starts at $26k doesn't mesh with a rental-staple name like Taurus. They're hoping people ignore what the Taurus was from 1995-2005 and get that good feeling they got back in 1985. It is waaaaaaaaay too late for that, no matter how good the car is.
future-autos.blogspot.com 6:29PM (9/29/2009)
Erm, a full-size competitor is "too big"? This is MEANT to be big - the Fusion is the Camry and Accord fighter, while this is the Avalon and 300 fighter.
This and the MKS look smaller than they are, which is funny considering they're almost as long as a 750Li now.
Allen 12:16PM (9/29/2009)
I'm not a big fan of the SHO, but I think the regular Taurus is a very good car for the market Ford is aiming at. I've looked at one at my local dealer and I thought it was a very nice car. It just feels like a solid, quality product. It's a decent looking car too, with nice lines and accents. If Ford's recent strides in reliabilty carry over to this model, I could see it being very successful. Good job Ford, now bring us the Falcon!
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jcar302 12:57PM (9/29/2009)
Let me get this straight, you like the taurus, but you don't like the upgraded model with 365hp and AWD that runs 13's in the quarter mile?
Allen 3:20PM (9/29/2009)
If given the choice of a free Taurus I'd take the SHO every time, but I'd probably buy something different with my own money if I wanted a sporty sedan. However, the SEL and SE are each a pretty good value; their $30K test car is very hard to beat at that price.
johnmsp 12:23PM (9/29/2009)
It makes me laugh when people complain about car meant to be a full size sedan being too big. Those of us with families who want something with a long wheel base for nice driving really appreciate the big sedan for it's smooth and quiet ride.
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greglewiscpa 12:25PM (9/29/2009)
Does it have what it takes? Not at the prices their asking. To ask a premium for this set of wheels and still have to deal with your average Ford Dealer is a losing proposition. The car is OK but not in the mid $30's.
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KT 1:31PM (9/29/2009)
Pretty sure they gave the as tested price of $30.9 not mid-thirties.
Don't knock it til you've tried it. I drove one recently and it's a great full-size vehicle.
dal20402 12:34PM (9/29/2009)
A little bit of revisionist history in your article... the Five Hundred/2008 Taurus wasn't so much "dynamically challenged" as slow (until 2008) and really boring to look at. It was actually one of the better-handling cars in the segment, although when your competition is the Avalon and Lucerne that's a pretty low bar.
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Shiftright 1:10PM (9/29/2009)
I agree. The 500 / Taurus was actually a great full size American car. I think teh bland styling is what turned people off the most, although I didn't mind it.
Farmboy 4:16PM (9/29/2009)
The 500/Taurus was just bad on the front end. I loved the interior. It was very comfortable and nicely appointed. It was also VERY safe. But this, shows superiority as a real successor.