TTAC: Why is the new Taurus selling so well?
By Robert Farago
November 5, 2009
“Consumers increasingly are noticing that the Ford difference is our great products, our strong business and our leadership in quality, fuel efficiency, safety, smart technologies and value.” So sayeth Ken Czubay, Ford’s vice president of U.S. marketing sales and service. Am I reading too much into it, or is “strong business” a euphemism for non-teat-suckler? Anyway, the spin is the spin, and the facts are the facts. The Blue Oval Boyz report that sales of the new Ford Taurus rose a staggering 141 percent, from last October’s 2517 to this October’s 6076. A big ass one-month jump does not a runaway best-seller make. And these numbers aren’t all that spectacular for a mainstream automaker (especially compared to the original Taurus). But you can’t take that away from them. Or can you? What’s going on here? My guess: Ford’s getting a big lift from GM and Chrysler defectors. Or maybe the Taurus has simply hit the sweet spot, as SUVs continue to fall out of fashion. Fleet sales (hidden as retail, as Ford/Mazda is wont to do) may have a little something to do with it. Could be all three. What’s your take?