What's in a name? We will soon find out as the Five Hundred and Freestyle become Taurus.
02-07-07: In a bit of a surprise announcement, Ford announced that the Taurus nameplate will return for 2008. Unveiling the new cars at the Chicago Auto Show, the former Ford Five Hundred and Ford Freestyle are restyled and reborn as the 2008 Ford Taurus and Ford Taurus X.
While the redesigned Five Hundred just debuted a month ago at the Detroit Auto Show as the 2008 Five Hundred, a sweeping marketing shift has taken place to solidify Ford‘s product line up. The redesigned Ford Freestyle had been already planned to debut at Chicago. This move to rename the redesigned versions of the cars is one that seeks to get some punch out of the overwhelming name recognition that Tuarus has.
“Taurus has been an icon for Ford’s family sedan for more than two decades, and it’s time to return this powerful name to where it belongs,” said Mark Fields, Ford’s President of The Americas, at the Chicago Auto Show. “Consumer awareness of the Taurus name is double the Five Hundred that it’s replacing, and awareness of Sable is triple that of Montego.
“By giving these vehicles the names that consumers recognize at the same time we’re making significant upgrades, we’re confident that even more people are going to be attracted to these great products in the future,” Fields added.
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Many mainstream automotive analysts questioned why Ford would allow a nameplate with such highly acclaimed equity go out to pasture. Ford’s new CEO, Alan Mulally has openly criticized Ford’s decision to let the Taurus go out of production as it had last fall. He has been a big proponent in bringing the nameplate back.
The 2008 Taurus sedan will go on sale this summer, replacing the Ford Five Hundred. The new Taurus features a Ford Fusion-inspired exterior design, a new powertrain with 60 more horsepower, a new all-wheel-drive system, more standard safety features – including standard electronic stability control – and other refinements to make it more distinctive, quieter, faster and safer.
The 2008 Taurus X crossover will also go on sale late this summer, replacing the Ford Freestyle. It will come with the same design, powertrain and safety upgrades, as well as three row of seats, one-touch flip-and-fold second-row seating and an available power rear liftgate.
The new Taurus X crossover builds on the strength of its namesake, while underscoring Ford’s commitment to leadership in crossover vehicles. Crossovers already have surpassed SUVs in annual vehicle sales, and Ford predicts they will become the largest or second largest segment in the U.S. by the end of the decade – with sales of 3 million units.
The three-row, seven-passenger Taurus X will complement the sporty and popular two-row, five-passenger Ford Edge in the lineup. The two crossovers will be joined by yet another large Ford crossover – based on the Ford Fairlane concept vehicle – which will debut later this year and go on sale in 2008.
“The Taurus and Taurus X draws design cues from the Fusion sedan and Edge crossover. This family relationship will be a huge asset. The Fusion is an unqualified success, and the Edge is off to an even faster start than we saw for the Fusion,” Codina said.
As an aside, Ford is also cashing in on the Mercury Sable nameplate to replace the Mercury Montego. That model will also hits showrooms this summer with a redesigned exterior and similar mechanical upgrades.
We feel that bringing the Taurus name back is likely a smart move for Ford to make. The Ford Five Hundred and Freestyle are excellent vehicles in the way of mechanical and chassis dynamics, utility and value. They have not stirred the hearts of buyers because they aren’t all that exciting, but have a lot to offer in the marketplace.Initially debuting with new names that nobody knew did not make it any easier. It has to be said that these cars will indeed be the best cars ever to wear the Taurus nameplate.
“The Ford Five Hundred has been a solid product, and it has one of the highest satisfaction rates in our lineup,” said Cisco Codina, Ford’s group vice president of North America Marketing, Sales and Service. “Once people discover the vehicle, nearly 60 percent end up buying a one.
“The Taurus will be even better thanks to significant upgrades – and, now, a name that people know. Going forward, we’re going to cherish this iconic name with the same clarity, confidence and intensity as we do with F-Series and Mustang,” Codina added.
