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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

(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.”

2010 Ford Taurus SHO at the Chicago Auto Show Wednesday, Feb. 11, 2009. (AP Photo/Paul Beaty)

The 2010 Ford Taurus is introduced at at the North American International Auto Show Sunday, Jan. 11, 2009, in Detroit. (AP Photo/Carlos Osorio)

2010 Ford Taurus SHO at the Chicago Auto Show Wednesday, Feb. 11, 2009. (AP Photo/Paul Beaty)

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COMMENTS

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Showing 3 of 8 comments

brawne

Jul 29, 2009 12:15 PM CDT

You don't remember the first Chrysler bailout. Way, way back in the eighties. As a somewhat Democrat I had a huge argument with my father-in-law that no way would Congress bail out Chrysler. He disagreed and cashed out his CD's which at that time were paying out like unbelievable and bought stock. Well, that's when I learned that logic and money seldom go together. And they did qualify for 'that' money. It's just that Chrysler is owned by an equity fund. You think that money went beyond fund?

BeatBlaster

Jul 29, 2009 7:09 AM CDT

Kinda funny you say that since all I was thinking about after I read this was the high pitch whine coming from the power steering pump. Still - I want one!

The_Pinkston

Jul 29, 2009 4:54 AM CDT

Kinda looks like a Saab 9-5 and a Chevy Malibu had a baby.

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Resurgent Ford Has High Hopes for Taurus

Automaker's financial independence has improved its image with consumers

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General Motors • Detroit • automaker • Ford • Big Three • US automakers • Ford Taurus

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More Newser Stories

Automakers Pushing 'Connected' Cars

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Car Sales Jumped 14% Last Month

Chrysler, VW saw huge gains

New US Fuel Standards: 54.5 MPG by 2025

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Obama Should Campaign on Auto Bailout

Some Republicans were ready to let GM, Chrysler die: Jonathan Cohn

Chrysler Turns 1st Profit Since Bankruptcy

Revenue climbs 35% as Big Three return to profitablility

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Resurgent Ford Has High Hopes for Taurus

Automaker's financial independence has improved its image with consumers

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OTHER STORIES ON OUR RADAR

General Motors • Detroit • automaker • Ford • Big Three • US automakers • Ford Taurus

MOST POPULAR STORIES

[ By Views ]

[ By Comments ]

More Newser Stories

Automakers Pushing 'Connected' Cars

Gizmos proliferate amid concerns on distracted driving

Car Sales Jumped 14% Last Month

Chrysler, VW saw huge gains

New US Fuel Standards: 54.5 MPG by 2025

Obama hails new goal with automakers

Obama Should Campaign on Auto Bailout

Some Republicans were ready to let GM, Chrysler die: Jonathan Cohn

Chrysler Turns 1st Profit Since Bankruptcy

Revenue climbs 35% as Big Three return to profitablility

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Newser By Users

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