• Aug 17, 2010

2010 Ford Taurus SEL – Click above for high-res image gallery

While most of the major mechanical systems of the Ford Taurus were unchanged from the 2009 to 2010 models, the all-new styling and interior has inspired people to more people to buy the shapelier four-door than its bland predecessor. Through the first seven months of 2010, sales of the Taurus have jumped by 116 percent, and apparently that newfound enthusiasm also extends to early secondhand sales of the big sedan.

According to Ford, average auction prices on used 2010 Tauruses are now 39 percent higher than comparable 2009 models. That's a jump of $7,100 and, as the Blue Oval dutifully points out, a $2,500 premium over a Toyota Avalon of the same vintage. The Taurus, like its crosstown rival, the Buick LaCrosse, clearly demonstrates the benefits of injecting a healthy dose of style and substance to a mainstream sedan. The volumes may not match the Toyota Camrys and Honda Accords of the world, but the design has inspired people to pay more, generating profits for their manufacturers. Check out Ford's official press release after the jump.



[Source: Ford]
Show full PR text
2010 FORD TAURUS RESALE VALUE JUMPS 39 PERCENT

* After one year in service, the hot-selling 2010 Ford Taurus is posting a resale value increase of 39 percent – or $7,100 – over the 2009 model
* Resale value of 2010 Ford Taurus now surpasses that of the 2010 Toyota Avalon by $2,500
* Key contributors to the residual value improvement are the design, quality, customer satisfaction and state-of-the-art technology offered with the 2010 Ford Taurus

DEARBORN, Mich., Aug. 16, 2010 – After one year in service, the hot-selling 2010 Ford Taurus is commanding impressive results at auction, posting an average 39 percent increase in resale value – or $7,100 – over the 2009 model.

The huge leap reflects the strong appeal of Ford's full-size sedan, according to Rose Peng, manager, Global Lifecycle Analytics Department (GLAD).

"The successful product launch of the 2010 Ford Taurus coupled with the vehicle's best-in-class quality, upscale design and state-of-the-art technology has resulted in a sharp improvement for the brand," she said, adding that the resale value of the new Taurus after one year now surpasses that of one of its strongest competitors, the 2010 Toyota Avalon.

"The 2009 Taurus was selling at a significant discount compared with the 2009 Toyota Avalon," Peng said. "Now the 2010 Ford Taurus is commanding a $2,500 premium over the 2010 Toyota Avalon."
And Taurus ranks highest in its segment for initial quality, according to the J.D. Power and Associates 2010 Initial Quality Study (IQS).

Steve Ling, manager, Ford North American Car Marketing, adds that all of these improvements and strong word-of-mouth have resulted in strong retail sales.

"In the first half of 2010, Taurus retail sales were up 154 percent over the first half of 2009 while incentives were reduced by more than $1,600 per unit," he said, noting that third-party sources have recognized the vehicle's best-in-class levels of customer satisfaction and quality.

"When you talk about quality, it's not just 'Things Gone Wrong' but 'Things Gone Right,'" said Ling. "That's very important because Things Gone Right are what attract customers to the showroom."

In addition to an upscale new design, the 2010 Ford Taurus offers engaging driving dynamics and 10 class-exclusive technologies not available from any other manufacturer, such as available Ford SYNC®, voice-activated Navigation System with SIRIUS Travel Link™, Easy Fuel® (capless fuel filler), BLIS® (Blind Spot Information System) with cross-traffic alert and MyKey®.

The 2010 Ford Taurus has accumulated an impressive array of accolades since its launch last year, including:

* Edmunds.com Technology Breakthrough Award
* 2010 Best Redesigned Vehicle by kbb.com
* International Car of the Year
* kbb.com 2010 Best Resale Value award in the full-size car category


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    • 1 Second Ago
  • 49 Comments
      • 4 Years Ago
      I saw a black SHO at the gas station for the first time. What a great
      looking car. It definitely makes a positive statement about the
      current Taurus.
      • 4 Years Ago
      Who would have thought that, in 2010, Ford would be making several cars that I actively seek out when I'm doing a long-term rental? On a recent 10-day trip to NM, I found myself telling the guy at Enterprise that I wanted the Ford Fusion over the Nissan Altima and the Hyundai Sonata. I think everyone (including my girlfriend - who has endured years of my kvetching about American cars) was surprised. 3 days into the trip, we are pleasantly surprised.

      Ken the Great
      • 4 Years Ago
      Mike? your G8 doesn't run the 1/4 mile in 12 seconds..............you'd barely beat a v6 stang.......................take your junk pontiac & blow kid.you're seriously outclassed!
      • 4 Years Ago
      As has been pointed out in two other articles on here, the transaction price (purchase price) of the Taurus is way up. So of course the used price went up too.
        • 4 Years Ago
        I gotta say KT's answer makes more sense than the article itself...I was curious why anyone would be selling a 2010 this early in the year...
        • 4 Years Ago
        Yes, the transaction is higher thus the resale starts at a higher price. But the variance between the '09 initial transaction and wholesale value (retention) compared to the '10 is where the big difference is.

        Basically, what I'm saying is the new model's retention is better than the old one when you compare auction price to transaction price. After one year, the '09's would be in the high teens to low 20's (the original purchase price was in the high 20's). The '10's are selling in the mid to high 20's while the original sale price were in the high 20's to low 30's (which is close to or at dealer triple-net).
        • 4 Years Ago
        KT:
        You're comparing the first year of a new model to the last year of an old model. Is the disparity in resale value (as a percentage) really unusual given this?
        • 4 Years Ago
        One of the reasons why the jump is so massive is because the older Taurus had particularly terrible resale value. So going from utterly terrible resale value to very good resale value resulted in a humongous jump in resale.
        Comparing it to the 2010 Avalon doesn't really make much sense though, since like the 2009 Taurus it's the previous version of the vehicle (the 2011 model is the refresh), which hurts it's resale just by virtue of not being the latest version. It'll be more interesting to see next year which vehicle between the 2011 Taurus and the 2011 Avalon has the better resale. Might very well be the Taurus though since even with the refresh the Avalon really needs a full overhaul.
        • 4 Years Ago

        Well, I think so. There is a pretty significant difference in retentions.

        There's obivously some to do with it being a new model too.
      • 4 Years Ago
      Well done Ford nice to see them reaping the rewards of a smarter Taurus.
      • 4 Years Ago
      How can they come up with a valid resale value number on a brand new car?
        • 4 Years Ago
        Some fleets sell vehicles off after 6 months. They're comparing the sale price of the vehicles when new to the auction prices for the used ones.
      • 4 Years Ago
      It has always been about the product. Make a great car and people will buy it. It isn't about choosing teams or marketing. 10 years ago, the domestic car companies made crap cars and good trucks. Their sales were a direct reflection of that. Today they are building better cars and customers are coming back. It is really simple.
      • 4 Years Ago
      The new SHO is outstanding. Took one for a test drive, very quick,
        • 4 Years Ago
        Buying a SHO to slow down. You, sir, are the man.
        • 4 Years Ago
        Buy a nw Mustang GT 5.0, save $8,000 and blow all four doors off the SHO...then come back and say that FAST beats QUICK everyday.
        • 4 Years Ago
        I don't want a Mustang GT 5.0 or a G8 supercharged or not, I'm buying an SHO, I'm 70 yo now and have had all the fast cars I want, it's time for me to slow down and enjoy the ride.
        • 4 Years Ago
        But I don't want a Mustang or a G8 , super charghed or not, I'm buying a SHO, I'm 70 and have had all the fast cars I've wanted, time to slow it down and relax.
        • 4 Years Ago
        You got a new G8 for $18k? ....and it came with a supercharger?

        That's the only way you'd blow the doors off a Mustang and save $10k.
      tom
      • 4 Years Ago
      If Jesus Christ made cars, the would be called "Jesus Chryslers"!
      • 4 Years Ago
      @Turbomonkey
      The issue with your statement is these new Taurus cars are not really being used as fleet vehiclke due to the cost. Most rental companys do not offer them or keep a very very small amount in thier fleet due to the overhead and costs. Im a ford guy and my father has sold ford for 25 years and these are not really intertwined as a fleet vehicle as they once were so your thereory has flaws at this time
      • 4 Years Ago
      That's because the current-gen Taurus versus the last gen Taurus is a huge step up.

      This is a great F-ing car.
      • 4 Years Ago
      Well this isn't exactly surprising.

      Build a great car that people want and the residual will go up.
        • 4 Years Ago
        Keep in mind though that things will return to normal. Once these lovely new Tauri start flooding the market as wave after wave of fleet vehicles come off lease. This fine vehicle will become mundane and expected.
        • 4 Years Ago
        @kt Nope, no holes. These, albeit fine, cars are only beginning to trickle into the market from fleet leases etc. Their value will be considerably different in 2014 when you go to the used car lot and see aplethora of '09 '10 '11 and '12 models available in just about every common rental fleet color you can conceive. So again, no holes. In 4 years reality will prove me correct.
        • 4 Years Ago
        @turbomonkey.......Where do you think they're getting these numbers from? They're coming from auction values of previous rentals and a handful of repos.

        So, you're theory has a few holes in it.
        • 4 Years Ago
        doodles:
        You had to go to a 20 year old car to make your point?

        I can't see how a 4-door sedan with similar styling to every other car on the road won't become mundane. It's the very definition of it. Hell, maybe mundanity is a good thing, it partially derives from selling a lot of cars, which every company likes to do.
        • 4 Years Ago
        I half agree with Turbomonkey, but, I think this car will stand the test of time as the Lumina/Grand Am/Grand Prix/Corsica selection of fleet vehicles have not. The Taurus is big, beefy, stout, powerful, class of vehicle. I think it will become more common, but not mundane.
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