Last post on Aug 22, 2008 at 10:00 PM
You are in the Ford Taurus/Mercury Sable
What is this discussion about?
Ford Five Hundred, Ford Taurus, Mercury Sable, Future Vehicle, Sedan, Wagon
#50 of 530 Re: Taurus Rising [pnewby]
Feb 10, 2007 (9:35 am)
"The LS is a perfect example of that. When a VP of marketing was leading the LS, it was doing exactly what Lincoln needed, good sales, stirred emotions and was better than anything you could find at any price even close. When he was dumped (office politics I imagine), it just died away. "
pnewby: I know who you're speaking of. He was not dumped. He left Ford for a startup when Ford made the decision in 2002 to drop the manual transmission from the LS, effectively sealing it's fate. Jim dorve a manual LS - a blue one in fact - and once he could see that his vision for Lincoln was not shared with Bill Ford and the other schmucks in charge at Ford, he got out. A smart move on his part.
#51 of 530 Re: Actually... [gregg_vw]
Feb 10, 2007 (9:52 am)
Given the fact that the Taurus is a couple of years from its last appearance in the showroom, I don't see that it will steer anymore traffic to the dealer to look at the car than before the name change.
Yes, Toyota has a lot of models, but the majority have brand positioning. The Yaris is an entry level, the Corolla a runabout/ fall family sedan, the Camry the big family sedan, and the Avalon the luxurious sedan aimed at older Honda buyers. Ford really has no Yaris and no Avalon (and we can't count Lincoln)
WHere does the 500 fit in? It reminds me of the Tempo and the Contour, a car that occupies a no man's land between other more established models.
I personally like the 500's look and the space inside. But if I'm going boring big car, I'm looking elsewhere. The Fusion, at least, has a distinctive look, and the NASCAR connection. That should have been the new Taurus. Thankfully they weren't stupid enough to do that.
#52 of 530 My suggestions..
Feb 10, 2007 (9:55 am)
Rename the Focus the Mustang Jr. Rename the Fusion the Model T. Rename the 500 the Escort. Rename the Crown Victoria the LTD. And rename the Mercury stuff with a bunch of random letters.
#53 of 530 The part that makes no sense...
by KCRam@Edmunds HOST
Feb 10, 2007 (10:25 am)
Over the last 30 years, when Ford introduces a new family sedan with a new name, it usually has done pretty well: Fairmont, Tempo, Taurus, Contour, Fusion. The 500 is the only one that "failed" and mostly because it needed more horses for its size.
When Ford goes backwards with names, the cars usually fall on their face: 1977 LTD II, 1981 Granada (Fairmont-based), 1984 LTD (Fairmont-based).
There's a limit to nostalgia. Mustang was the perfect car for this theme - family sedans are not. Buyers don't want to think of family cars as "retro". Unlike the Camry and Accord, Ford didn't evolve the Taurus. It got new lines a couple of times, but nothing groundbreaking. The Camry and Accord were completely rethought several times over the same period - every 5 years or so, Toyota and Honda basically announced "forget what you thought about Camry/Accord - this one is better." The Taurus never had that.
Now, Ford wants the public to essentially ignore the 500/Montego by saying, "Here's what we should have done 3 years ago - sorry we're late with a redesigned Taurus/Sable!"
Ford market share will not recover with this kove. better they should aggressively market the Fusion and let that be their sales leader.
#54 of 530 Re: The part that makes no sense... [kcram]
Feb 10, 2007 (10:42 am)
Good post. I agree.
Ford marketing is to blame here in large part. They do not advertise a car, they advertise a theme. Like "Bold Moves" most of which have managed to offend me, but that's another story.
I cant recall EVER having seen a TV ad for the 500/Montego twins. Maybe there were some, but they were forgettable if so. I do recall ONE TV ad for the Freestyle. Except the Freestyle was never mentioned, only shown in the background. No, this was another of the Bold Moves stupidity, this one as offensive to me as the N word is to others. This ad showed a divorced mother actually letting her ex-husband see his children for the weekend. What a BOLD move. She was sitting in a Freestyle.
Now I see the same already tired ad for the Edge day and night. OK, so the Edge is an Orange boxy vehicle that can ride on 2 wheels and on the sides of buildings. That is ALL this ad conveys, besides a catchy tune. Now I pick up Motor Trend, and there's another Edge, riding on two wheels with NO information on what other virtues this vehicle may have.
Marketing people, in general, are overpaid grown-up third graders. Fords' marketers apparently ARE third graders.
#55 of 530 Re: The part that makes no sense... [heyjewel]
Feb 10, 2007 (11:20 am)
there's another Edge, riding on two wheels with NO information on what other virtues this vehicle may have.
I don't think it has any. Its another example of bad marketing. Where did Escape go? The Escape-Edge story is no different than the Taurus-Fusion issue. It seems, FMC can't make up their mind, and come up with a new product.
Depsite quality glitches Escape (and Focus) made quite a dent in the automotive world when they were launched. Instead of continuous improvement over generations, they come up with parallel models (not in case of Focus, so far).
Ford Interceptor... now thats a good concept. How are they going to position it if it sees production? THAT should have been the next Taurus, if they wanted to retain the name, and have a competent vehicle to go against 300C and upcoming G8 (and future Impala).
#56 of 530 Re: Ford Taurus [heyjewel]
Feb 10, 2007 (1:35 pm)
I think Ford should develop a vehicle and call it the "Rant" I don't know what type of vehicle it would be but the name has some charm. Seriously, you make a lot of good points and I think the name change is but a first small step in the right direction with little or no downside. Of course the bottom line is and always has been making cars people want to buy and they bought a lot of Tauruses and Sables. Take a look at the new Tundra. Toyota tried to improve on the big 3 trucks in every category and rely on their quality rep on top of that. AND they designed and are building the truck in the US to try to make the case that the Tundra is actually an American truck. Ford needs to think ahead and outside the box. What if they had put a small, clean, efficient Diesel in say, the 2003 or 04 Explorer? I think Ford is working on a plug in hybrid, but they better hurry,
#57 of 530 I Agree...
Feb 10, 2007 (2:10 pm)
with the person who says that they never saw an ad for the Five-Hundred/Montego or the Freestyle. While I never saw one for the Freestyle or the Five-Hundred, I did see one for the Montego, and it was this young woman saying something along the lines of "This is why I chose Mercury" and was advertising some sort of cash back. And Ford wants to know why the trio never sold... Hmm... Might have something to do with a lack of advertising!
The Edge commercials aren't very creative, Ford just puts them everywhere, and that's why we remember them.
Come to think of it, I don't see many commercials for the Escape or Focus either. And neither has been significantly redesigned since they came out in 2000. Both have been through a refresh, and both will go through another refresh in 2008, but the 2008 model underneath is the same car as the 2000.
Ford needs to start redesigning some of their current product- Escape and Focus could be easily redesigned on C1.
I do disagree, however, with the person that says the Edge and Escape are parallel products. The Escape is smaller, more affordable, and geared towards younger families while the Edge is midsized and midpriced. The Edge does overlap with the Explorer though, and I think Ford should have just called the Edge the all new 2007 Explorer. The crowd that goes for a truck based midsize SUV is dwindling daily anyways...
#58 of 530 Re: Actually... [crutnacker]
Feb 10, 2007 (2:17 pm)
Lets sort it out. 500 competes with Avalon. Fusion/ Tempo/ Contour competes with Camry. Focus with Corolla. They are all in same price and size range. THey do compete this way. Just because they don't compete well does not matter.
#59 of 530 Re: The part that makes no sense... [heyjewel]
Feb 10, 2007 (2:30 pm)
Ford marketing is either aimed at adventurous Gen Y yuppies or rednecks throwing bricks into the bed of a F-150. All of us in between don't seem to matter to them. And it's reflected in their product line.