Part 1 - Can the 2010 Taurus save Ford Motor Company - again?

July 8, 7:03 AMFord ExaminerMike Karagozian

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2010 Ford Taurus

Part 1.  Ford Motor Company will have a lot riding on the success of its all-new 2010 Taurus when it arrives in showrooms later this summer.  Ford, wallowing in red ink, sold off luxury brands like Land Rover, Jaguar and Aston Martin and reduced its stake in Mazda.  Volvo is up for sale.   Ford and Ford Motor Credit are now focused (no pun there) solely on their bread-and-butter core brands - Ford, Lincoln and Mercury.  First, some Taurus history.

The year: 1986
In 1986, Ford Motor Company was on the ropes. Ford was in serious need of a hit product that would save the Company from its cost and cash flow problems. Along came the 1986 Taurus and the company was saved. Harold “Red” Polling was Ford Motor Company’s President at the time. Polling went on to become Ford’s CEO and retired in 1993 with Ford’s financial house and product portfolio in good order. Savvy industry analysts predicted Ford Motor Company was poised to overtake bloated, clueless GM and become the world’s number one auto manufacturer.

America fell in love with the 1986 Taurus

America fell in love
America got its first glimpse of the 1986 Taurus in a blockbuster TV “reveal.” A network television advertisement featured Formula 1 World Driving Champion Jackie Stewart.  The TV ad opened with Stewart walking along a row of outlandish Ford Motor Company concept cars from the auto show circuit. As the camera panned along the row of concept cars, Stewart’s voice over noted how concept cars were often far removed from what customers could buy in showrooms. Stewart pointed to one of the “far out designs” and said, “This isn’t a concept car. It’s available at your Ford dealer right now.” The camera pulled back to reveal the 1986 Taurus. It was the most stunning reveal of a new model in television history.  (If any of my readers can locate this commercial please let me know and I'll post a link to it.)

America fell in love with the Taurus “jellybean” shape.  Taurus became the most popular car in America. The profits Taurus generated over the next few years literally saved Ford Motor Company.  Taurus production ended in October 2006 amid much controversy. 

Critics maintained Ford should have done more to keep Taurus updated and competitive with Japanese sedans like the Toyota Camry.  Many automotive writers declared the Taurus story - once the most popular car in America - the "biggest fall from grace in automotive history."  Google Taurus and "fall from grace" and read for yourself. 

Read more in Part 2 about the story of the Taurus, where it has been, where it is headed and its prospects for success in an auto market that is very different from the 1986 market when Taurus was first introduced to the public.  See Part 2 when it is published this weekend.

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