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2010 Ford Taurus

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  • $1,000 Drive the Difference Retail Bonus Customer Cash available on select 2010 models. Offer can be applied toward purchase amount or can be paid to the customer towards covering up to 3 months payments.

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    FoMoCo is already offering $1,000 off the new Taurus in my area. By winter will it be $2,000? $3,000 off in the spring of 2010?

    I believe the 2010 actual transaction prices for the Taurus will be 10% under sticker to get some of this BIG iron moved.

    I congratulate Ford on going it alone (sans TARP funding) and they deserve a shot at our business. Three years ago when Ford was finalizing the design of this vehicle, it's weight was not a big concern. It is now. A base dry weight of over 4,000 pounds. An SHO at almost 4,400 pounds. 17 city mpg doesn't cut it. The car is 10% too heavy and 10% too expensive.

    A new Avalon is on the horizon. If Ford can't get some people to switch to the Blue Oval quickly, the new Taurus will not turn the tide.
  • akirbyakirby Posts: 7,666
    Let me repeat since some of you apparently can't read:

    The Avalon STARTS at $28,695. A fully loaded FWD model is $38,985.

    The Taurus starts at $25,995. A fully loaded FWD model is $38,580.

    Please provide examples of similar and similarly equipped vehicles that are cheaper.
  • berriberri Posts: 4,141
    ...and Toyota doesn't really move a lot of Avalon sales either. Buick already tried moving a large car in this price range, the Lucerne and it was a bust. I think Ford overpriced the new Lincoln MKS based on the Taurus as well.
  • Yes - I learned to read writing my thesis at Yale.

    Yes - Clearly Ford is giving away the Taurus. It's worth thousands more and most people would gladly pay $40K to drive it.

    Yes - The Chevy Impala is much cheaper, offers full-size room and gets better mileage.
  • berriberri Posts: 4,141
    You make a good point, fair or not, more people will probably cross shop the Taurus with the Impala rather than Avalon, so it will be hard to get more than a few grand extra over a Fusion or similar car.

    I think Taurus has two issues:

    1.From a marketing perspective, it doesn't really give you that much more than a mid sized car. A little extra "usable" interior space and a large trunk. For $35K + you can get more space all around in a Highlander or similar crossover and similar mileage. They are going to have to find a way to sell well equiped Taurus in the mid to high twenties, and that likely mean lots of incentives and deals down the road.

    2. From a production and accounting standpoint you can't really compare it to Avalon. That car is just a modified (stretched) Camry made on the same production lines and plant, so Toyota doesn't need volume, just a few people that want a bit more car than a Camry and are willing to pay dearly for that. However, the Taurus (and sister MKS) have a dedicated plant and don't share much with other Fords, so they need more volume to cover the much higher fixed costs involved. They are not likely to get a big price premium, so again, look for lots of incentives and marketing offers down the road.

    The sad thing is that Ford is probably scaring off potential buyers when the Taurus reviews all talk about pricing in the 30's. That's just too high for most family car shoppers when you see ads for cars like the Camry LE at under $20K, and they are well equipped too. When you get over $30K most families start looking at a CUV unfortunately and I think that's why Lucerne was a flop.
  • akirbyakirby Posts: 7,666
    However, the Taurus (and sister MKS) have a dedicated plant and don't share much with other Fords, so they need more volume to cover the much higher fixed costs involved.

    Wow - so much misinformation.

    The Taurus and MKS share the D3 platform with the Ford Flex, Lincoln MKT and upcoming 2011 Ford Explorer. That is 5 vehicles, one plant. And the platform originally came from Volvo, so if there is any economy of scale/reuse in the platform the advantage goes to the Taurus.

    You can get a nicely equipped Taurus for around $27K so stop throwing around the $40K figure.

    It also has a lot of luxury features that the others do not - adaptive cruise, massaging seats, etc.

    As for sales, we'll just have to wait and see, won't we?
  • Depends what you call "nicely equipped". Searched the largest 2 local dealers closest to me. I think an SEL w/ SYNC and NAV is what I would call "nicely equipped". Cheapest I found is $32,845. Wow. That's a lot of money for a Taurus. For 60 months, 10% down, 6% you are looking around $550 a month payment. Maybe they are hoping people will come on the lot looking at the Taurus and finding that the Fusion is actually more bang/buck. I think this car in the same problem as the Flex. Good car, good styling, nice equipment, solidly made. Too expensive for most people who would actually consider the Blue Oval brand.
  • We have an awd SEL on the train from Chicago. It has leather and the features we consider important. Cost? $29, 700 and 0% financing. And we not paying for things we don't want.
  • We have an awd SEL on the train from Chicago. It has leather and the features we consider important. Cost? $29, 700 and 0% financing. And we not paying for things we don't want.
  • podpod Posts: 176
    I am a Sable (Taurus) owner who considers my 2000 Sable Premium (all needed accessories including sunroof, power everything, climate control, 27 mpg average) to have been a great value @20K. Last year 2009 top of the line Sables were available (no Nav, no sync, no massaging chairs, no electronic nannies,...) after discounts and specials at about 25K if you know how to haggle.
    It was already large enough to carry 5 adults comfortably with a huge trunk.
    Why does the new Taurus cost $5K more. I didn't need a bigger, heavier car. 18" or 19 inch wheels are a costly addition (tires=>$200 each) which give a ropugher ride. I don't care about sync and massages and other stupid accessories (I'm over sixty y.o. and find the radio sufficient).
    I am looking at the 2010 Subaru Legacy and find it fits better with my needs and has AWD thrown in. For 25K I can get a nicley equipped one (to my taste). I regard the value of my Sable to be exceptional. At present pricing I do not consider the Taurus to be a value. It may be cost competitive with other large cars but the taurus used to be a midsixed bargain. Now it is a large car priced like many other large cars.
    I would [predict that many former Taurus/Sable owners are going to be looking at the Fusion (in house) and at lots of other larger midsized alternatives. The taurus has become Ford's avalon or Ford's buick. Why the obsession with larger size and so many gadgets the car weighs 4200#?
  • berriberri Posts: 4,141
    The Taurus and MKS share the D3 platform with the Ford Flex, Lincoln MKT and upcoming 2011 Ford Explorer. That is 5 vehicles, one plant. And the platform originally came from Volvo, so if there is any economy of scale/reuse in the platform the advantage goes to the Taurus

    All of those cars together probably don't have the volume of Camry and its offshoots Venza and Avalon.

    You can get a nicely equipped Taurus for around $27K so stop throwing around the $40K figure

    I've been talking 30's not $40K. 40K is more like the SHO which is a low volume car.

    I'm not putting down Ford products, just pointing to their apparent ineptitude at initial marketing and pricing. Seems to me they went through this same episode with the Edge when it first came out. I think Ford is making good progress on product, but marketing and pricing still lags. Their other challenge is the UAW/CAW. If they don't get the same concessions as GM, and adding the BK advantages GM got, I can see Studebaker all over again down the road. The union killed that company. Shorter term though, Ford looks strong.
  • Granted. The Taurus is a big car- perhaps too big to be a volume seller like the Fusion. But it goes down the freeway better than any comparably priced sedan. i chose it because I like its looks, color (cinnamon metallic) , comfort, quiet, and general refinement. It's no hot rod and a Fusion is certainly more agile, but not nearly as good for a trip, In a few years, large, heavy cars like the Taurus will be gone. In the meantime, I will polish mine and enjoy it.
  • akirbyakirby Posts: 7,666
    So basically everyone is complaining that they can't buy a new Taurus for the same rock bottom, huge rebate, fleet queen pricing as the 2005 Taurus.

    In other words, you're looking for a bargain and Taurus ain't it. Too bad. Ford won't get profitable giving away cars. If you want a bargain go buy a Kia.

    The Taurus looks to be the best car Ford has produced in a long time. It's not perfect but the complaints are minor at best. It is priced in line with similar vehicles from other manufacturers - period. They don't need to sell 200K a year either. Ford would rather have 4 vehicles on shared platforms that sell 100K than one that sells 400K. That's what got them into this mess - relying on one or two high volume models and ignoring the rest.

    I'm sure Ford would rather sell 50K Tauri at a small profit than 200K at a loss.
  • Mods -

    Can the SHO get its own thread, it would clear up some confusion in this thread. I don't think some folks understand when you throw out the $40k figure you're talking the SHO variation of the Taurus.

    Then, you get trolls who intentionally blur the difference between reg. Taurus and SHO version.
  • captain2captain2 Posts: 3,971
    Please explain to me how the Taurus is overpriced when it's cheaper and better than the Avalon?
    that's an easy one - despite that the current Av is coming up on 5 years old, there is still no Ford product that is even in the same state as the Av, never mind the same zip code. It all starts under the hood and goes from there. Your 'better' contention is typical Ford fanboy PR garbage. The 2010 Taurus is a nicely restyled 09 Taurus (which couldn't have been any worse) with nothing more than a crappy substandard engine that they had to turbo so that they could put too many HP where it doesn't belong..
    Other than that, they're getting better, I suppose. Not difficult when you've been down so long .... ;)
  • puffin1puffin1 Posts: 276
    27 k for a Taurus. I wouldn't spend that. You can buy a Camray SE V6 at that price. :shades: No Fix Or Repair Daily for me.
    Ford is doing well in Europe,but won't send their best cars over here. :lemon:
  • puffin1puffin1 Posts: 276
    thesis, anti thesis, equal synthesis,but you are a :shades: under grad wanting to pay 40 k for a ford
  • ...is that I might well be driving a 2010 Taurus soon. I like the car. It's roomy, attractive and has more than adequate power.

    The rarefied air that Ford is attempting to broach in one fell swoop is very tough in today's market. The game plan looked pretty good two years ago. Today it is a nearly impossible sell in most of the U.S. and that's not likely to change in the next 6 to 12 months.

    There are Ford dealerships near me with Taurus Limiteds priced at $36K-$37K and SHOs at $42K-$43K. That is a sedan league Ford has NEVER been in and they're trying to get in under the worst possible economic conditions.

    Personal preference notwithstanding - a very nice SEL is available for $28K but that's the low end of the range. Most new Taurus models fall between $30K-$34K MSRP as they sit today. The car may well be worth it but times are tough and Ford has not proven itself in this price range.

    That said, I do expect to be able to locate a low mileage, used SEL next fall for $21K-$22K. At that price I'll be buying.
  • That's a good price bruneau - especially with Leather and AWD! Stickers at $31,240 so you're getting $1,500 off sticker AND 0%; you're really buying the car for about $27,000.

    Don't give up on the Taurus people! Deals like bruneau's will be available!
  • 17 city mpg doesn't cut it.

    Does it cut it in the Mazda 6? Or the even smaller Chevy Malibu? Its down 2 mpg on the best of the midsize cometition, yet offers more space and a WHOLE lot more power, not to mention AWD. Not nitpicking here, but let's get a little more serious. Both of those are excellent choices, are an entire step down in "class" yet get similar mileage.
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