Resurgent Ford Has High Hopes for Taurus

Automaker's financial independence has improved its image with consumers
By Nick McMaster,  Newser Staff
Posted Jul 28, 2009 5:23 PM CDT
2010 Ford Taurus SHO at the Chicago Auto Show Wednesday, Feb. 11, 2009.   (AP Photo/Paul Beaty)
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(Newser) – Ford is hoping to use the imminent launch of the 2010 Taurus to cement its newly dominant position among Detroit’s Big Three, MSNBC reports. Ford’s position as the only major US automaker not receiving government aid has been translating into small but significant gains in market share as consumers feel disinclined to buy autos from the likes of “Government Motors.” A recent Autopacific survey found consumers about as likely to buy a Ford as a Toyota.

Ford posted an unexpected $2.3 billion profit last quarter—though that figure was buoyed by one-time savings. The full-size 2010 Taurus is expected to be a modest seller—Ford is hoping for 50,000 to 70,000 annually—but it may revive the firm’s reputation for quality. “This is the most significant entry we have,” said a Ford executive. “It is our flagship.”