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Sedans Ford Taurus/Mercury Sable Ford Taurus Prices Paid and Buying Experience
95 messages, Last post on Nov 13, 2009 at 2:45 PM
You are in the Ford Taurus/Mercury Sable Forum. Your Hosts are pat & karens
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Replying to: mikemartin (Aug 04, 2009 11:48 pm) ronsmith38, "Article Comments - 2010 Ford Taurus First Drive and Full Test" #11, 20 Jul 2009 8:54 pm |
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| 2010 Taurus is yet to arrive in many Atlanta area dealerships (based on a drive through of 4 large dealers yesterday), but already Ford is offering a $1000 rebate on 2010 SEL models. It's Ford program 11708 and is listed on the FordDirect.com website. I know Ford is hoping for a strong launch to this car but putting an incentive on a new model before they hit the lots seems to demonstrate that they believe they've overpriced the car from day one. Imagine if Lee Iacocca had thought to patent his idea of the "rebate" back in the K-car days. If he got a dollar per car sold with a rebate, he'd have added millions to his retirement nest egg! | |
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Ford should have tried to set the price range for the Taurus (in this economy) in the 23k to 28k MSRP range. As it is, the Taurus is an oddity, not really competing against very many cars directly, being very heavy and large outside, but less large in terms of interior space, and being Front Wheel Drive. Because the interior space is close to that of an Accord, Camry or Mazda 6, these are just some of the 17k to 22k cars it will cross-shopped against. With a MSRP of 26k to 35k for the regular Taurus, and 37k to 45k for the SHO version, I think Ford Dealers are going to really see a lot of people experience Sticker Shock Syndrome, where potential buyers may not even think it's worthwhile talking to a saleman. Besides, the Fusion is nearly as large inside as the Taurus. Ford's strategy with both the pricing and the type of styling and sizing of the Taurus is very odd. |
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Some dealers are really thinking the new Taurus is the panacea they've been waiting for to take them to the promised land, and many are behaving accordingly now that a few units have trickled into the marketplace and those that have them are playing automotive "nanny nanny boo boo". I've driven six of the eight 2010 vehicles based on the same platform, the Taurus, Flex, and MKS with each engine offered. Of them, the Flex is by far the most impressive. Even with the SHO Performance Package, the EcoBoost Flex seemed to rocket from the line and accelerate with greater power and ease than either of the sedans. I qualify for X-Plan a dozen ways, and the dealers hoping to command sticker for a Taurus started making immediate excuses why the couldn't sell the units on-hand for X-Plan. One tried to claim the SHO is a "Limited Production" vehicle, and therefore is exempt. They had no answer when I responded that they're only "limited" to the number customers are willing to order. Another claimed it would only honor X-Plan for non-SHO Tauruses. The solution was very simple. I went to a dealer that had none, and they were more than pleased to have won the business, selling a vehicle that they don't even have to take into inventory. |
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Replying to: mikemartin (Aug 04, 2009 11:48 pm) |
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| This goes beyond the Ford Taurus, but anyone who owns a Ford should enroll in the Ford Owners (http://www.fordowner.com) website. Its everything online, and allows you to keep track of your cars’ complete maintenance records, calendar/mileage of recommended maintenance, and tons of coupons to use when you have your car checked at a Ford dealer. | |
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Replying to: dturr (Aug 05, 2009 8:09 am) The dealer that I visited immediately gave me the old song that these are special and won't be discounted. I haven't seen a Ford in years that is special and held its value. Compare it to the Toyota Avalon Ltd which one can buy for 33-35K fully loaded and get great mileage, roominess and reliability to boot. That Sync you tube illustrates that it is an exercise in frustration. |
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Replying to: surrfurtom (Sep 01, 2009 5:53 pm) They changed the sheet metal and interior, and they modified the suspension. Other than that, it's the same chassis (D9), same motor, same basic suspension, etc. Check out the rapid and incredible depreciation on this gen Ford Taurus. You can get a two year old one for about 13k with under 35k miles. Anyone who pays remotely close to 30k for a 2010 Taurus is likely to regret it more deeply than most new car buyers. It should be priced from 24k to 28k, max.
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Replying to: mikemartin (Sep 03, 2009 7:18 pm)
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Replying to: surrfurtom (Sep 01, 2009 5:53 pm) |
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