[Mr 5 0]

AUTOMAKER ACKNOWLEDGES MISTAKE IN DROPPING TAURUS

February 7, 2007

By MARK PHELAN

Acknowledging Ford should have kept the Taurus name, Mark Fields, Ford Motor Co.’s president of the Americas, said this morning that the 2008 model of the Five Hundred will be called the Taurus.
Likewise, the Freestyle wagon will be called the Taurus X and the Mercury Montego will get the name Sable, as the Mercury version of the previous Taurus was known.
“We never should have walked away from the equity we built up with the Taurus name,” Fields said.

Ford surveys show the Taurus name is still recognized by 80% of consumers, making it the company’s “third-strongest Ford name behind the F-Series and Mustang,” he said, while only 40% of buyers even know the Five Hundred exists.

Using the right name is important, he said, but having the right vehicle must be the top priority.

“Winning companies are the ones embracing more products their customers want.”

The 2008 models go into production in Chicago after the summer shutdown.


I rest my case.