• Dec 22nd 2009 at 8:00AM
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2010 Ford Taurus SHO – Click above for high-res image gallery

When a new model hits the market, auto manufacturers typically release higher-option models out of the gate to maximize early profits. In short, if you're jonesin' to get into an all-new product, you often pay a content premium to be one of the first to get said new car or truck. In a good market, that makes sense, but since 2009 has been a sales disaster for automakers, it was understandable that Ford chose to make more lower-spec 2010 Tauruses than normal. Despite the challenging financial climate, as it turns out, many dealers are clamoring for more high content models.

Automotive News is reporting that dealers are short on SEL and SHO variants of the new Taurus. Marketing chief Jim Farley reportedly told a group of reporters at a press event that the situation was "a problem for our dealers." Overall inventory of the Taurus is solid, with the typical dealer holding a 60-70 day supply of the plus-sized sedans – but some dealers have reportedly waited up to 80 days for certain custom orders.

Given how much more upscale the 2010 model is over the last model, this can be seen as a victory of sorts for the Blue Oval, as it wasn't clear that consumers would welcome back the Taurus nameplate on any car, much less one with loftier aspirations and price tags. That said, all is not puppy dogs and ice cream – Taurus sales are down 22 percent year-over-year (selling 38,361 units through November), although whether that is because of the economy or the car itself remains up for discussion.

Ford dealers are reportedly also running short on F-150 Double Cab models as market demand was misjudged by product planners.

One vehicle that may help Ford to pick the right mix out of the gate is the Fiesta. Ford has gained over 80,000 hand-raisers for what will soon be the Blue Oval's smallest US vehicle and the "Fiesta Movement" has helped the automaker get a lot more data on what kinds of variants customers expect. If the Fiesta launch goes as planned, we're thinking Ford will take similar steps to market other products in the future.

[Source: Automotive News - sub. req.]

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    • 1 Second Ago
      • 5 Years Ago
      What a boring/bland appliance.

      But...it seems Ford's goal of making their cars as bland as a Camry is paying off...

      But the Taurus was already down month over month by over 1400 units.

      And all this proves is that there are a lot of very stupid people out there that would pay good money (and A LOT of it) ro buy one of these boring bland appliances. The engine is wrong (and not efficient), the drivetrain is wrong, the styling is wrong, the interior would be at home in a Focus, and it's filled with gimmicks.

      People...do yourself a favor...don't waste your money on a car that will lose half of it's value in a year...buy something that is worth the coin.
        • 5 Years Ago
        You know, for somebody who is blind, you sure are able to stalk me very well.
        • 5 Years Ago
        More senseless drivel from the mind of a person whom possesses Ford derangement syndrome . Once again, the story contradicts your warped world-view; so you come out w/ your "boring appliance" line ... wow, what democratic eloquence. Just keep it up w/ your mindless gibberish ... the balance sheet does not lie: Ford Q3 2009 = increased market share for Ford and a $1B profit. Gov't Motors, on the other had = massive losses, and lost market share

        How's that hope and change working out for you?

        FORD = BAILOUT FREE !!! and the public is responding! The facts don't lie.
      • 5 Years Ago
      The new Taurus only started arriving at dealerships in late summer. Sales in October were way up (over 100%) and November was up 54%. Dig out the sales results from those months to see. The new Taurus is selling great.
      • 5 Years Ago
      A slap in the face to Matt!
        • 5 Years Ago
        You're not just feeding the troll, you're leaving food out to attract him.
        Don't feed the trolls.
      • 5 Years Ago
      I don't care what some people here think. That is a lovely car.
        • 5 Years Ago
        I can pitch a tent in the rear wheel gap. This car, while nice looks, it too big, too long, too boxy, and too jacked up in the rear. Like those old hot rods that just had the rear like a foot higher than the front for whatever reason. It looks odd which offsets some of the 'looks nice' initial response. Curve the hood, lower the rear ride height and give the trunk some curves somewhere and it will be so much nicer.
        • 5 Years Ago
        Does anyone else think this isn't really good news for this car? Hear me out. EVERY time a new car debuts, especially from a domestic automaker, the people most interested in it rush in and snatch up the flashiest models. So yes, we always hear how the replacement model has a higher average transaction price in its first several months. Yet it never lasts. I know all automakers want to sell the most expensive model they can, but you have to get people interested in the LOWER-end models to create sustainable demands. Because the bulk of car buyers choose the lowest or second-lowest trim of the car they purchase, no matter what car it is.
        • 5 Years Ago
        Having driven the SHO, I have to agree with you.
      • 5 Years Ago
      You've got that right daleam. The Fusion is a good car too. I was surprised when I first saw them in person at how nice they really are. Now if I only had the funds!
      • 5 Years Ago
      The more I see it, the more I like it. And I liked it a lot the FIRST time I saw it! ;)
      Very nice car!
      • 5 Years Ago
      I'm picking up my SHO tomorrow. My Michigan dealer had a very difficult time finding one with the bells and whistles I wanted on the car. I'm buying mine (not leasing), but the fact that 36 month residual values are up significantly for this model and other Ford products tells me that "the street" - first Wall Street, and now ALG (Automotive Leasing Guide, one of the companies that sets residual values for industry) - are valuing Ford the company and Ford's vehicles much higher today than even 6 months ago. That's nothing but good news for Ford, Ford consumers, and Ford shareholders (I own the stock as well, which is up 230% from my purchase price 1 year ago).

      This is a good 'ole fashioned corporate American turn-around story in the making. It sort of reminds me of the early 80s Lee Iaccoca-led turn-around of Chrysler.
      • 5 Years Ago
      I think sales are down, because Ford is truly producing and selling the car for the people who truly want it. Thus, numbers are lower, but they don't have to sell the thing at a loss like the competent but dumpy previous iteration. No problem here. When the economy picks up (if it does!), then even more Tauri will be sold.
      • 5 Years Ago
      Such a gorgeous car inside and out.
      • 5 Years Ago
      Argh! My comment disappeared!
      • 5 Years Ago
      Awesome news, the Taurus/Taurus SHO is truly a world class sedan now, and sales will surely go wayyy up once the economy has completely recovered. That's no bull. ;)

      *shrugs* I guess Matt and Brian are too busy gargling with bleach right now to comment on this story.
      • 5 Years Ago
      Was the first paragraph written by Chris Shunk or Ford PR guy?
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