2010 Ford Taurus reportedly enjoying strong early sales in California
2010 Ford Taurus – Click above for high-res image gallery
We've already established that we feel the 2010 Ford Taurus is a lot more interesting than the boring and benign model it replaced, and sales totals are starting to reinforce our findings. September's sales tally revealed that the new Blue Oval flagship received a 60% sales increase versus September of 2008, and while the fact that the top sales market for the Taurus is Metro Detroit is no surprise, second place is likely the real prize. The Taurus is reportedly red-hot in sunny California, and some dealers are having trouble keeping the super-sized sedan in stock.
That's obviously a great problem to have, and Ford spokesperson Amy Marentic told the Detroit Free Press that there is a simple reason why supplies are short: "The older Taurus ... did not move and really wasn't relevant in California." Galpin Ford vice president Beau Boeckmann was a bit more direct in his reasoning, adding "We went from a frumpy car that did not have a southern California appeal to a car that everybody is in love with." Ford says it is also seeing good news on the options front, as it says 95% of customers are ordering uplevel models or are at least adding extras. A significant 25% of customers have reportedly opted to add Ford's excellent navigation system, up from only 4% on the outgoing Taurus.
We're not so sure "everybody" loves the new Taurus, as it's still a big rig that won't ignite the passion of most enthusiasts, but that isn't really its lot in life anyhow, and we can at least say that the new model ought to receive far more love than the neutered bull it replaced. Hat tip to Yaroukh!
Gallery: First Drive: 2010 Ford Taurus
Photos Copyright ©2009 Chris Paukert / Weblogs, Inc.
[Source: Detroit Free Press]
Reader Comments (Page 1 of 4)
nrb 11:00AM (10/08/2009)
You don't need to like it, but overpriced? Compared to what?
I suspect you'll mention a lesser vehicle.
The Other Bob 10:26AM (10/08/2009)
This car looks so much nicer than it Lincoln sibling, the MKS.
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FThorn 10:39AM (10/08/2009)
I won't buy either one. But this is why variations in styling are good. Because I don't like this, but like the Lincoln.
Mike Se7en 12:42PM (10/08/2009)
I'll split the difference, I truly like both the Taurus and the MKS.
Tyler 7:00PM (10/08/2009)
Yes way nicer ad stands out a lot more. I've seen a few MKS's on the road and they look already look dated and plain. I've already seen three new Taurus's on the road, it took me almost seven months to see my first MKS and I've only seen about five so far.
Avinash machado 10:28AM (10/08/2009)
SoCal is such an import crazy market. Good to see a domestic be a hit here.
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FThorn 10:40AM (10/08/2009)
Krazy Kali is true.
Steve 10:59AM (10/08/2009)
Honestly, the newer Fords really don't have much "domestic" feel to them at all. I'm a die hard import buyer and personally I consider cars like the Taurus and Fusion to be almost european because of the design, features, build quality, etc. It's crazy to see such an improvement in a company's lineup over the course of 1 or 2 generations. A few years ago I wouldn't be caught dead in a Ford but now I'm recommending them to people.
I still think that the one problem with the Taurus is that it's in a market segment that's not likely to bring it much volume. The Hyundai Genesis is sort of having the same problem too in that it's a brilliant car but it's too expensive for the Accord/Camry/etc. buyer and not really a threat to the Europeans. It's basically taking sales away from the Toyota Avalon, Lexus ES, Nissan Maxima, etc. While I don't think the Taurus is necessarily styled to appeal to old people, it could rack up some sales getting people out of their old Crown Vics, Grand Marquis, old boat Cadillacs, etc.
Either way, I really hope it does well. Ford's made all the right moves lately and I'm glad people have been taking notice.
Tool 12:27PM (10/08/2009)
It may the perfect car for the times. SoCal consumers are tapped out financially so maybe are trading in their ubiquitous 3-series, c-class and A4's that they got a great lease deal in on these Taurus. Just a hypothesis.
But the new Taurus is such a HUGE improvement over that P.O.S. that Ford called a car that it is bound to attract some sales.
psu48187 4:02PM (10/08/2009)
Tool:
I doubt someone is going to go from a 3 Series sized vehicle right into a Taurus. On top of that while some have scaled back on vehicle type and cost, there are still plenty of new M-B, Audi, BMW, Lexus and Infiniti products running around SoCal. 0
F50 10:29AM (10/08/2009)
I still think the 2011 Charger will beat this.
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MemphisNET 10:34AM (10/08/2009)
My inner Mopar nut wants to agree, however I still think it's two different markets - RWD 'performance' vs. FWD/AWD 'comfort/cruiser'
This new T-Rex is great, but I've still got the RWD bug. If Chrysler can get the interior of the Charger/300 to RAM levels, they'll have a homerun again.
They still need to get their midsize act together, and although they do need a very good small car, I doubt it will matter much in the US where the trends are still towards the bigger-better-faster-more model.
ForgedInternals 10:47AM (10/08/2009)
Performance wise without a doubt, Sales wise is questionable. Dodge would need to price the Charger lower as it is the Charger has a higher base price then the Taurus, and the Taurus comes with more do-hicckeys and gadgets that while you don't really need 'em the consumers love 'em. The FWD vs RWD debate is irrelevent mass consumers generally tend to care-less about that and opt for AWD regardless of it being FWD or RWD biased.
MemphisNET 10:59AM (10/08/2009)
I don't care about sales. I'm talking about seat-of-the-pants what 'I' would buy. Why would I care about what anyone else thinks?! Sales is for Chrysler to worry about.
ForgedInternals 11:27AM (10/08/2009)
The SRT-8 is already king and the Daytonna models are nothing to sneeze at. Unless Chrysler does something drastic like drop the SRT-8 to boost Challenger sales I don't see that changing anytime soon.
novanglus 12:17PM (10/08/2009)
I dunno, somebody already posted a video of simply a chip-tuned SHO running a 12.76 in the 1/4. Looks like the SHO would be much cheaper to max out than a N/A mega-cube motor. 12.7 is seriously fast, and probably more performance out there to be had.
ForgedInternals 10:32AM (10/08/2009)
Intresting, My local Ford dealer has been moving quite a few of them. I live in NYC suburbia though, and the AWD Charger/300 are already big sellers (or leases atleast). I did not expect a full-size FWD/AWD to fair as well in sunnier climates, especially ones that tend to prefer small sedans and hybrids.
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Yaroukh 10:33AM (10/08/2009)
I'm kinda pissed at myself that I haven't sent the tip as Matt or Brian.
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Avinash machado 11:08AM (10/08/2009)
If you had done that Brian or Matt would have considered it as "Cruel and unusual punishment" and unconstitutional.
k 10:35AM (10/08/2009)
so it's that sort of a slow news day today:
- delphi is not yet dead
- someone seemingly unqualified at GM got promoted
- there may or may not be a new VW trying to be as boring as a camry or accord
- F1 musical chair
- a subaru wagon that's not coming to the US
- a new Ford sedan/boat/tank is selling well initially
what's next? tell me it ain't the new option list of the 2010 nissan quest minivan. i can't wait!
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