Ford Prices the New Taurus
April 03, 2007

Ford announced today the 2008 Ford Taurus will have a base manufacturer’s suggested retail price (MSRP) of $23,995, including destination and delivery. The automaker claims the Taurus, previously known as the Five Hundred, will be priced thousands of dollars less than comparably equipped sedans like the Toyota Avalon and the Chrysler 300.

The price appears competitive depending on how you look at it – or who is looking at it.

“Considering the size, powertrain and features the new Taurus offers, it undercuts its closest competitors on price by several thousands dollars, which is good,” noted Alex Rosten, manager of Pricing and Market Analysis for Edmunds.com’s AutoObserver.

“However, old Taurus buyers looking to check out the new Taurus are in for some significant sticker shock,” he noted. “The 2006 Taurus started at $21,000, and, after discounts and rebates, could be purchased for $16,000 to $17,000. Granted, the new Taurus is a much better car, but it’s not the most affordable to Taurus loyalists.”

Ford announced at the Chicago auto show in February that it was renaming some of its models. The mildly freshened 2008 Five Hundred would become the Taurus; the Freestyle crossover, also revised for the 2008 model year, would be named the Taurus X. Ford also brought back the Sable name on the Montego, the Mercury version of the Five Hundred.

Ford marketing executives said the Taurus had tremendous name recognition and equity that would take millions of dollars to establish on the Five Hundred. Nearly 7 million Taurus sedans have been built since 1985, and it remains one of the most recognized Ford vehicle names of all time – trailing only the Ford F-Series and Mustang, Ford said.

The risk is, however, that consumers will recall the last Taurus. While the original was a head-turning styling statement that others copied, the Taurus that ended production last year was little more than a rental car. Ford had invested no money to keep it fresh and updated.

The new Ford Taurus, on sale this summer, has look inspired by the Fusion and Edge.  It is equipped with a 3.5-liter V-6 engine and six-speed automatic transmission. It also comes with some of Ford’s most advanced safety technology – including standard Safety Canopyside curtain air bags.  The new Taurus already has earned five-star ratings in all categories in federal crash tests.

The 2008 Ford Taurus is available in two trim series:  Taurus SEL and Taurus Limited.  The 2008 Ford Taurus SEL starts at $23,995 (MSRP), including $750 destination and delivery. 

A 2008 Ford Taurus SEL equipped with the optional Interior Convenience Package (including a 6-disc CD changer, dual-zone electronic automatic temperature control, wiper-activated headlamps with auto on/off, 8-way power driver’s seat and wood grain appearance) is priced at $24,890. Ford contrasts that with a comparably equipped Toyota Avalon XL ($27,495) and Chrysler 300 Touring ($29,635) models. 

The Taurus with all-wheel drive starts at $25,845.  The only other vehicle in its competitive set to offer all-wheel drive is Chrysler 300 – beginning at $30,250.   

Standard equipment on the 2008 Taurus includes: front side air bags; side curtain airbags; tire pressure monitoring system; audio input jack for MP3 players like iPods; AM/FM stereo with single CD player; and traction control.

Available options include: stability control; wiper-activated headlamps; DVD with 8-inch screen; voice-activated navigation; a wood trim package; Ford SYNC, voice-activated communications and entertainment system available beginning this fall as part of a Ford-Microsoft venture; power moonroof; Sirius Satellite Radio; power adjustable pedals; reverse sensing system; and heated front seats.

Ford has not yet announced prices of the Sable nor the Taurus X.

Posted by Michelle Krebs at 11:45 AM under Analysis , Ford , News | Comments (0) | digg this | Seed Newsvine