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Taurus Montego
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The Ford Motor Co. plans to announce that its slow-selling Five Hundred sedan will be using the Taurus name. According to company sources who asked not to be named, the announcement is not final yet.
Upon its introduction in 1985, the Ford Taurus redefined the American car. The sedan was a milestone design not only for Ford but for the American automotive industry as well. Ford sold about 7.5 million Tauruses during its 20 years of production. The sedan was also the best-selling car in the United States between the years 1992 and 1996. However, it lost its best-selling standing when Toyota Camry entered the scene in 1997.
Throughout its lifetime, the Ford Taurus has established a distinct fanbase of its own. It may not have that distinct Volvo grille but Taurus got what it takes to be loved by aficionados. However, its colorful existence in the industry was slashed when Ford scrapped it last year. The sad end occurred after a 21-year run that included a 5-year stretch as the best selling car in America.
Some enthusiasts are wondering if the revival of the name would rekindle that same old magic. Analysts say that resurrecting the Taurus is a smart move by Ford to leverage its remaining brand equity, but the name alone likely would not spur a sales revival. "The bottom line is the product," said Michelle Krebs, an editor for Edmunds AutoObserver, an online auto industry magazine.
The naming strategy of Ford has been criticized in the previous years. It has renamed Windstar minivan the Freestar however the renaming did not work for the vehicle. With its Lincoln brand, Ford entertained the use of alpha-numeric system. In addition, the Escort was also renamed the Focus. Now, the automaker intends to revive the Taurus name in the Ford Five Hundred.
Alan Mulally, the Ford CEO, said that the company's scheme to make all its cars names start with the letter F was a bad move, as it made Ford's new cars easily forgettable. Moreover, he intends to revive some known and respected Ford nameplates for its new model line, the Taurus being one of them. When the face lifted Ford Five Hundred is launched in late 2007, it will be renamed the Taurus.
Many enthusiasts say that Mulally had a strong interest in the Taurus name so it is no surprise that he is bringing the name back. "Five Hundred clearly didn't work," said Sean McAlinden, chief economist at the Center for Automotive Research in Ann Arbor. "There's not a lot Mulally can do in a short time. This is something he can do."
Officials who spoke on the condition of anonymity also said the Taurus' twin, the Mercury Montego, likely will be renamed Sable, after the erstwhile Taurus counterpart. Ford spokesman Jim Cain declined to confirm or deny the name change. "There's been a tremendous amount of interest in the Taurus ever since Alan Mulally expressed interest in the brand," Cain said.
It can be recalled that Mulally has publicly questioned the decision to stop the production of Taurus instead of reviving its appeal with design changes. The Taurus came along when Ford was losing billions of dollars in the 1980s. Then-CEO Philip Caldwell ordered Ford designers to come up with a model that would save the company. That is when the revolutionized Taurus came into existence.
According to some analysts brand name has a great value. Some are also saying that the impact of the name on the sales of the vehicles is dependent on how people remember the brand. "Taurus once stood for trend-setting design," Krebs added. "But that name is tainted. It really depends on do you have a good memory of the first Taurus or do you remember the later versions?"
Some dealers have rejoiced when they heard of the possible return of Taurus. "The Taurus is great branding," Pete DeLongchamps, vice president of manufacturer relations for Houston-based dealer chain Group 1 Automotive Inc., said last Tuesday. "It had such a great history. We were surprised at the decision to stop making them."
Glady Reign is a 32 year old is a consultant for an automotive firm based in Detroit, Mi. she is a native of the motor city and grew up around cars hence her expertise in the automotive field. You can visit Volvo grille for more information.
Ford Offers Summer Sales Rebates
The Ford Motor Co. announced new incentives last Wednesday for the 2007 lineup. The automaker is also offering auto purchasers cash back on the just-launched 2008 Ford Taurus and Mercury Sable sedans.
The 2008 Ford Taurus was previously called the Five Hundred. Ford CEO Alan Mulally determined that Ford's strategy to redesignate new cars in the lineup with new names beginning with the letter F - as in Focus, Fusion, and Freestyle - was not a clever marketing move. The new F names were not as popular to be associated with Ford in the United States, and purchasers were confused by the name changes.
Mulally believed the Taurus had strong brand equity. Changes made to the new Taurus include enhanced Ford Hedman headers, newly styled front end, signature three-bar chrome grille, and the 263 hp 3.5 L Cyclone engine from the Edge.
The Mercury Sable, the Taurus sedan twin, was revived from the Mercury Montego. Changes to the new Sable include a new front end, 3.5 L Cyclone engine from the Edge, and the replacement of the continuously variable transmission (CVT).
The offers, available through the ninth of July, are part of Ford’s ‘Summer Drive’ sales event nationwide. According to the Dearborn-based company, the offers include zero-percent financing for 36 months on 2007 Ford, Mercury and Lincoln vehicles, or up to $2,500 cash back on select models; and an additional $2,007 cash on 2007 trucks and sport utility vehicles, excluding the Ford Edge, Freestyle and E-Series van, and the Lincoln MKX.
The automaker is also is putting money on the hood of 2008 models, including a $1,500 cash rebate on F-Series SuperDuty regular cab and super cab pickups or $1,000 on crew cab models. Additionally, Ford is offering $1,000 cash on 2008 Ford Escape and Mercury Mariner compact SUVs. That is a bit of a surprise because the redesigned vehicles have been available only a few months and are selling well. Ford's offer of $500 on the Taurus and Sable, launched in the previous week, is a semaphore that even the most recent vehicles often need discounts right out of the gate.
"They're not even at the dealerships yet, (but) $500 is a pretty nominal amount," said analyst Erich Merkle of IRN Inc. in Grand Rapids. "June is going to be a weak month for the industry as a whole, and Ford has really been much weaker than the industry on average."
Ford spokeswoman Jim Cain said that the moves are not unusual. "We've launched lots of vehicles with a cash incentive," he said. "Every year, you have model year end clearance, and the traditional time to begin is around the Fourth of July."
Aside from its summer offers, Ford is also backing auto industry’s aim to boost environment friendly lineups. Ford and the Chrysler Group, trying to reinforce their green credentials as pressure intensifies for them to manufacture more fuel-efficient vehicles, said last Wednesday that they had joined a group calling for mandatory reductions of greenhouse gas emissions.
The two domestic automakers joined the General Motors Corp. in the United States Climate Action Partnership - a group of large U.S. businesses and environmental groups. The group has called on Congress to establish a target for reducing carbon emissions and a national program to accelerate technology research, among other ideas.
"Now is the time for advancing a national approach to climate change where all of us - individuals, industry and government - take action toward reducing emissions of greenhouse gases," said Tom LaSorda, Chrysler Group's president and CEO.
Ford said that its decision to join is part of its commitment to reduce the country's reliance on foreign oil and reduce carbon emissions.
About the Author
Mike Bartley, 49, is a professional automotive journalist domiciled in Irvine, CA. He travels from one state to another to cover the hottest auto shows, racing events and automotive revelations. His penned compositions cover press releases, reviews, and suggestions. Where the auto action is, that’s exactly where you can find Mike.
Is Ford killing Ford 500 and Mercury Montego in 2008?
I was thinking of waiting for the 2008 model but when I researched the Ford/Mercury web site - they will be re-launching Ford Taurus and Mercury Sable - they look like the 500/montego. What is the deal? Will 500/montego be morphed into Taurus/Sable?
It was in the news, Ford realized that you don't mess with a good thing. The Taurus name was what sold cars, and they are changing the 500 back to Taurus.
Security forces shoot 2 dead in Mo' Bay
TWO unidentified men were shot dead and two illegal firearms seized during a joint police/military operation at Albion and Salt Spring Road, Montego Bay, St James this morning.
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