Development and marketing Ford Taurus (sixth generation)

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pre-production 2008 ford 5 hundred (on display @ 2007 detroit auto show), shown before renaming 2008 ford taurus


in late 2006, ford motor company named boeing ceo alan mulally replace william clay ford jr. own chief executive. 1 of first decisions abandon unpopular f model naming scheme ford-division cars. critic of decision end usage of ford taurus/mercury sable nameplates, mullaly redesignated 2008 model year update of ford 5 hundred , mercury montego fifth-generation ford taurus , mercury sable before release public; ford freestyle became ford taurus x.


although change taurus addressed several major deficiencies of 5 hundred (largely related powertrain), vehicle still drew criticism bland styling derived predecessor (one reviewer describing suv shaped sedan ) , handling rated behind competitors. although taurus gained 60 hp on 5 hundred, of deficiences related introduction being mid-cycle refresh of predecessor under new nameplate.


in january 2008, alan mullaly revealed sixth generation of ford taurus in development planned 2010 model, calling 1 should have built . in april 2008, photograph of full-scale prototype mockup of 2010 ford taurus leaked onto internet. after styling of prototype seen worldwide, ford contemplated legal action against web sites posted photo , ford attorneys asked site owners remove photo.


towards launch, ford motor company website introduced several videos, benchmarking 2010 ford taurus against several production luxury sedans. 1 test video displayed paint coat of taurus more resistant gravel chips lexus ls460 while displayed blind-spot detection sensor system unavailable on infiniti m45x. 2010 ford taurus sho faster audi a6 4.2 fsi quattro in straight-line acceleration while interior of ford taurus quieter acura rl.


in major contrast previous generations of ford taurus, once highest-selling nameplate in united states, ford deliberately aimed lower sales volumes. instead of 1990s peak volumes of 400,000 vehicles year, intended sales closer 50,000 75,000. full-size car, taurus competed closer toyota avalon , nissan maxima toyota camry, honda accord, , nissan altima (competitors of ford fusion). additionally, ford sought preserve resale value of taurus avoiding usage of fleet sales of vehicles (though taurus replace crown victoria ford police interceptor sedan) .


release

the 2010 ford taurus unveiled @ 2009 north american international auto show @ cobo hall. in may 2009, new taurus debuted @ 3 dealers in buffalo, tampa, , houston, respectively, put on display , build anticipation release. first dealer, west herr ford in hamburg, new york, chosen due successful unveiling of redesigned ford f-150 earlier year.


the 2009 taurus s counterparts, ford taurus x , mercury sable, ceased production in spring 2009 @ ford s chicago assembly plant. sixth-generation taurus production started on june 15, 2009 2010 model year. unlike previous generations of taurus, sixth-generation taurus not have sable counterpart since mercury brand in process of being phased out end of 2010. first time since 2002, lincoln dealers sold taurus-based sedan, lincoln mks, introduced 2009 model.








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