Since 1986, millions of Ford Taurus models have been sold, a testimony to a midsize sedan that offers value, good styling, plenty of interior room and reliability. During the late 1990s, an unfortunate design change turned off thousands of customers, but in recent years the Taurus has been making a come back, currently in the form of a full sedan sedan for the Ford fleet.
The 2010 model is the most dramatic update for the Taurus since its inception. Larger than ever before, Ford decided to forgo mass volume in exchange for a full size sedan segment leader, one that the automaker hopes will shine the light on the rest of the Ford line up. Judging by its looks, the all new Taurus succeeds, but it may be under the hood where the new Taurus truly shines.
Reviving The Taurus Franchise
The Taurus nearly died in 2007 when the automaker decided not to maintain production of the sedan. For years, sales had been lagging and the Taurus name no longer represented design flair, cutting edge technology or value, attributes found in the first generation model. Instead, the bulbous shaped Taurus was ugly, outdated and no longer a contender to new segment leaders, the Toyota Camry and Honda Accord.
But Ford’s new CEO, ex-Boeing chair Alan Mulally, had a different idea. Instead of dumping a damaged, but still well known product line, Mulally convinced Ford executives to rename its larger Five Hundred model the Taurus. That move allowed Ford to keep the Taurus alive long enough to bring the next generation model to the market, a new sedan introduced Summer 2009.
The 2010 Ford Taurus will not ever match the sales levels of the late 1980s and early 1990s, when the Taurus was the best selling car in America, selling more than 400,000 units annually. Instead, Ford will be satisfied if the bigger and more expensive Taurus sells at least 50,000 units during its first year with hopes of eventually peaking at 100,000 units within a few years time.
Redefining The Ford Taurus
The change in the Taurus’ direction is significant as Ford seeks to redefine what it means to be a full sized sedan, let alone what it means to be a Taurus. A five passenger model, the cockpit of the Taurus is smartly designed for the second decade of the 21st century.
Ford SYNC, a hands-free voice-activated calling, MP3 and GPS system is standard across the Taurus line. A Sony stereo provides unmatched sound while push button start is standard. Ford’s MyKey technology, which is innovative technology to track and warn teen drivers whose driving habits may put themselves in danger is also included. And, to emphasize the sedan’s sport flair, shift paddles allow drivers to have a much more engaging driving experience.
Safety features in the Taurus are abundant and include a Blind Spot Information System (BLIS) which helps drivers avoid swerving into a lane occupied by another driver, rain sensing wipers, auto high beams, rear camera and power sunshade. Side impact air bags and a safety canopy with rollover sensor is also included. Indeed, a number of the features found in the Taurus are not offered by its direct competitors but are much like what Lexus, BMW and Mercedes might offer in its similar sized sedans.
Introducing EcoBoost Technology
The Ford Taurus also helps to introduce EcoBoost engine technology which is being rolled out in select Ford and Lincoln models beginning with the 2010 model year. That optional engine, a 3.5L EcoBoost™ 24-valve DOHC V6, delivers V8 power but maintains V6 fuel economy. Indeed, with 365 horsepower and an amazing 350 lb.-ft of torque, the ginned up Taurus has power numbers rivaling some of the top sport coupes on the market. Standard engine is a 3.5L Duratec V6; both engines are paired with six-speed automatic transmissions which helps the Taurus achieve class leading fuel economy levels. Front wheel drive is standard; all wheel drive is optional.
The 2010 Ford Taurus offers so many more improvements over the 2009 and earlier models. With Ford sales now on a roll, the Taurus should contribute to Ford’s success, helping the renowned automaker find its way in a rapidly changing automotive market.
Matthew C. Keegan is a freelance writer who resides in North Carolina. Matt is a contributing writer for Andy’s Auto Sport an aftermarket supplier of quality parts including Chevrolet tonneau covers and Ford Mustang rims.
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