California loves new Taurus (rental, luxury, vehicles, 2011)

[mustang84]

Redesigned Taurus unexpectedly popular in California | Detroit Free Press | Freep.com (http://www.freep.com/article/20091006/BUSINESS0102/91006049/1319/Taurus-sees-high-demand-in-Calif - broken link)

Redesigned Taurus unexpectedly popular in California

By BRENT SNAVELY
FREE PRESS BUSINESS WRITER

Two months after launching the redesigned Ford Taurus sedan, Ford Motor Co. is dealing with an unexpected surprise: It underestimated demand in California.

California is the nation’s No. 1 car market, largely because it’s the nation’s largest state by population, with more than 36 million residents. But historically, Californians have not preferred brands from Detroit.

Amy Marentic, Ford’s marketing manager for large cars and crossovers, said California was the second-best selling market for the new 2010 Ford Taurus in September, behind only metro Detroit.

“That’s a significant change for us,” Marentic said. “The older Taurus … did not move and really wasn’t relevant in California.”

Ford launched its new Taurus in August as a full-size sedan after its efforts to rebadge the Ford Five Hundred as a Taurus in 2007 failed to reinvigorate sales.

Last September, as Lehman Brothers collapsed, industry sales fell sharply, and Taurus sales declined to 3,172, or 25%, while Ford’s total sales declined 34.5% that month.

But this September — the first full month of sales for the 2010 Ford Taurus — sales totaled 5,077, a 60.1% increase compared with last September, according to Autodata Corp.

“We can’t get enough of them,” said Beau Boeckmann, vice president of Galpin Motors in southern California.

Boeckmann said Ford miscalculated the demand for the new Taurus because it based its expectations on past sales volume in California.

“We went from a frumpy car that did not have a southern California appeal to a car that everybody is in love with,” Boeckmann said.

Marentic said Ford is working quickly to deliver more vehicles to California and also is pleased with other Taurus sales trends that are emerging. According to Ford, about 95% of customers are ordering either the higher-end lines of the Ford Taurus or are picking high-end options.

[sonarrat]

I thought they weren't going to start selling it until the 2011 MY.. that's what they've said on Motorweek etc. I know I love it! But I'm happy with my '08 Fusion.

[whiteboyslo]

^^^^^ nope. we checked out a few at the local dealership here in Durham last weekend. it's no surprise the car is so popular. it's a fantastic-looking car. between it, the Fusion, and the 2010 Buick LaCrosse, domestics look like they're finally starting to 'get it' style-wise when it comes to sedans.

Mike

[mcb1025]

Originally Posted by whiteboyslo

^^^^^ nope. we checked out a few at the local dealership here in Durham last weekend. it's no surprise the car is so popular. it's a fantastic-looking car. between it, the Fusion, and the 2010 Buick LaCrosse, domestics look like they're finally starting to 'get it' style-wise when it comes to sedans.

Mike

Hey, it took a near death experience for them to figure it out, but they did it. IMO, Ford has the other American auto companies beat in terms of sleek design.

[drjones96]

"frumpy" (as quoted in the article) is definitely a good word for what the previous generations of Taurus was. My god was it ever 'frumpy'. I drove a few of them over the years as rental cars. I couldn't wait to turn them in.

But I said it before about this new Taurus when I saw the release photos a while back: Ford got this one right.

[St.Patrick]

I saw this on MotorWeek too, and love the design. I'm from California also and would never consider any previous model other than a Model T. (LOL)

I'm hoping this is a sign of things to come and not a one-off lucky design change.

Too bad I'm not planning on buying a new car until 2011, but this one is on my list.

[CHICAGOLAND92]

This is very interesting, yet not at the same time. I find it interesting that a number of Californians have seemingly abandoned their Detroit prejudices to get this car. However, the Taurus is a great value. Considering California is the largest luxury market for automakers in the US (and perhaps the world), the Taurus offers a very luxurious ride at an affordable price (comparatively speaking).

People need to downsize their costs, but aren't really going to go from BMW to Kia. The Taurus offers a sweet spot for Californians IMO.

[sailordave]

Considering the flashy nature of some people in California, I'm surprised they didn't go for the Lincoln MKS which is Lincoln's version of the Taurus.

[JBMallory]

there's a new SHO at the ford dealer in town... SSSEEXXXYY!!!

[drjones96]

Originally Posted by sailordave

Considering the flashy nature of some people in California, I'm surprised they didn't go for the Lincoln MKS which is Lincoln's version of the Taurus.

some probably did. Saw an MKS the other day...cool car.