• Oct 8, 2009
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 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!



Photos Copyright ©2009 Chris Paukert / Weblogs, Inc.
[Source: Detroit Free Press]


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    • 1 Second Ago
  • 54 Comments
      • 5 Years Ago
      Congrats, Ford, from a Mopar guy. I'm not a fan of the design myself, it seems to me the orginal renderings we saw were nicer and they took something out of it when they made the production car. But that aside it seems that they might have a hit on their hands. And if it selling well in Cali, that's icing on the cake.
      • 5 Years Ago
      The Taurus is one heck of a car! Gorgeous styling, wonderful interior and the price is right. If you don't go too crazy with the options, you can have a very nice car for about 32k I think. But like someone said earlier, the new American cars aren't really American anymore. I see this new Taurus as being more European than anything and that's not a bad thing at all. I love the way this car looks and the whole overall package. Actually, with all of the new Ford's coming out they are all going more up market and European. I like this trend a lot. Go Ford and Go everyone else also! I'm glad to see this car is selling well and that all car companies are putting out good stuff now!!!!

      PS: I would definately buy a Taurus but if Ford brought over that Mondeo, I would buy it in a heartbeat!
      • 5 Years Ago
      I can see this...there is a lot of rental agencies in California.

      Although...this car is Camry-bland inside and out...so maybe people are thinking it's the new Camry.
        • 5 Years Ago
        "Another moronic, unsubstantiated comment from FloorMatt. Ford is purposely curtailing rental fleet sales precisely to keep this vehicle from becoming known as a rental and to help residual values."

        Except, Ford's fleet sales were UP 23% last month (retail DOWN) and Ford is marketing this sedan to law enforcement agencies so there goes the whole "residual values" thing.

        Ford does not care who buys the appliance...as long as it gets bought. Ford has a rich history of fleet dumping and to make it appear that they are gaining sales, they are resorting to fleet dumping again.
        • 5 Years Ago
        Can we seriously make an unspoken pact to not respond to any of this guy's nonsense? We get that you salivate all over yourself at the thought of a new Ford post to bash. My question is, are there Matt's in your beloved GM posts? Seriously get a life dude.
        • 5 Years Ago
        Oh Matt you NEVER STOP! First you say the Taurus is terrible and that Ford should have brought the Falcon over because the Taurus would never sell well here. Now that Taurus sales are doing well you have to make an asinine comment about it. Taurus sales are up and coincidentally other full sized cars are losing sales.
        • 5 Years Ago
        Does your mom still give you the Kool-Aid in your favorite sippy-cup?
        Those numbers really bother you don't they? Fusion and Taurus sales are up and Camry, Malibu, Accord, Avalon, 300, and Impala sales are down, F-series outsold Chevy and GMC trucks again, the average time for a Raptor to sit on the lot is 9 days, Transit Connect sales are selling above estimates, EcoBoost orders tripled from August and greatly exced estimates, the MKS outsold the TL and LS combined.
        I've had more intelligent conversations with 3rd graders, because they at least try to use facts and common sense. You on the other hand just make yourself look like a complete fool.
        Matt: "Ford builds bland, boring, slow, appliances, Toyota is better than Ford"
        Me: "Ford comes ahead of Toyota and Honda in every single category in J.D. Power's APEAL study" which equates to Ford's not being bland, boring, slow, and ugly.
        Matt: "Well here's a useless unrelated article from truthaboutcars.com about why J.D. Power's Initial Quality study is bad"
        Me: "But I was talking about the APEAL study"
        Matt: "You're a cheerleader!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"

        hmmmm.... APEAL study = fact from reputable company, unrelated article from truthaboutcars = unrelated and from an extremely unreliable source. So you kinda look like the one that is contributing to the "unintelligent" conversation.
        • 5 Years Ago
        "There IS a lot of rental agencies..."?

        I'm sorry – I should have said "another, moronic, unsubstantiated, ungrammatical comment..."
        • 5 Years Ago
        Another moronic, unsubstantiated comment from FloorMatt. Ford is purposely curtailing rental fleet sales precisely to keep this vehicle from becoming known as a rental and to help residual values.
        • 5 Years Ago
        Waterboy, you didn't "WIN" anything.

        I've had more intelligent and balanced conversations with cadavers than I have talking to you blind, kool-aid drinking cheerleaders.

        You are so much in denial that it's just not worth the time to argue with you. I just hope that when reality smacks you on your ass, you are able to get to the phone to call the Ha Ha Hilton. They will be your only savior.
        • 5 Years Ago
        Everyone, take note, I'VE SILENCED MATT for once. He couldn't even bring himself to bring up irrelevant crap from Toyota or truthaboutcars. WIN!
      • 5 Years Ago
      You don't need to like it, but overpriced? Compared to what?

      I suspect you'll mention a lesser vehicle.
      • 5 Years Ago
      Makes the Avalon look so bland.
      • 5 Years Ago
      Good to hear that rental company in California are enjoying their Taurus.
      Lar7789789
      • 5 Years Ago
      It should sell well............ its a great looking car - with alot of high tech features, and good quality, as well as good performance.

      by the way, anyone know when the 2010 Fusion with the Ecoboost engine, AWD and a six speed is coming out yet?
        • 5 Years Ago
        @Lar7789789
        The SVT Fusion isn't coming out until 2012. There is no way Ford would release a Fusion faster than a Mustang GT. After the Mustang receives a new motor with around 400 N/A HP, then they'll come out with it.
      • 5 Years Ago
      Dig it Domestic haters, Ford is leading the way with fine design, engineering and build quality. (Current Focus, while a competent daily runner soon to be replaced by the stunning Euro version, aside) MSM and Washington intelligencia shoving the Imports good-Domestics bad line can stick it up ther collective chutes. Lookout world here comes Ford. Hopefully GM can shake the Obama ownership and Chrysler survives (not holding my breath there.) There are some mighty fine GM products out there in the pipeline as well. Just call me the lead cheerleader for the Detroit 2-1/2. Real car makes do not end a vowel!
      • 5 Years Ago
      THE BULL IS BACK - I meant that in the nice way
      • 5 Years Ago
      SoCal is such an import crazy market. Good to see a domestic be a hit here.
        • 5 Years Ago
        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.
        • 5 Years Ago
        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.
        • 5 Years Ago
        Krazy Kali is true.
        • 5 Years Ago
        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
      • 5 Years Ago
      This car looks so much nicer than it Lincoln sibling, the MKS.
        • 5 Years Ago
        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.
        • 5 Years Ago
        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.
      • 5 Years Ago
      This is great! This is what we need! More freaking cars in Cali's already stupidly congested roads. Yeah I love my 2 hour, 18 mile commute to work. Come on...bring in more cars! We need more! And bigger ones too! The Fusion was too small....the Taurus will fix that!
        • 5 Years Ago
        Awww, poor baby. Move closer to your job, take the bus, whatever. Just shut up. Taurus is a great ride. Deal with it.
        • 5 Years Ago
        LenA..

        I would expect a selfish dolt like you to understand what to do about it. It's no surprise you're standing there holding your balls and scratching your head confused.
        • 5 Years Ago
        Two hour drive to work? Matt is right. You are a hypocrite as well as a total asshat!
        • 5 Years Ago
        "The point is that we have too many cars already?

        And we're supposed to do what about it? Too many according to who?

        We're a bunch of "self-indulgent morons"? This coming from a sanctimonious, self-righteous jackass, is hardly an insult. Jerkoff.
        • 5 Years Ago
        So it takes you two hours to go 18 miles? You average under 9 mph for your whole commute?

        You could ride a bike faster then that although that might not be practical depending on the roads you have to use.

        Lane splitting is legal in Cali by a 2,000 dollar used motorcycle and make the commute in 30-45 minutes.
        • 5 Years Ago
        "This is great! This is what we need! More freaking cars in Cali's already stupidly congested roads. Yeah I love my 2 hour, 18 mile commute to work. Come on...bring in more cars! We need more! And bigger ones too! The Fusion was too small....the Taurus will fix that!"

        Ride a bike Hippie...put your money where your mouth is...
        • 5 Years Ago
        Your 2-hour-plus commute is your choice. You could move closer to your job. You could use public transit. You could organize a carpool and use the HOV lane. You could telecommute some days.

        Try something positive to reduce that drive...don't just blame everyone else.
        • 5 Years Ago
        Daleam:

        Apparently you're too dim to realize I'm using it as an example as the typical driver in a major city. No worries, I didn't think a douche like you would get it.
        • 5 Years Ago
        Shut up, commie.
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