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MONDAY, NOVEMBER 23, 2009
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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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(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.
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.
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.
2010 Ford Taurus SHO at the Chicago Auto Show Wednesday, Feb. 11, 2009.   (AP Photo/Paul Beaty)
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12 comments
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BeatBlaster
Jul 28, 09 5:25 PM CDT
I can't believe I'm saying this but MAN - I want one! I was lucky enough to see one doing bout 75mph this morning on the way to work. Now if I can just find a sucker to take my Pontiac off my hands :) Reply
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BeatBlaster
Jul 28, 09 5:26 PM CDT
Of course, I'm just joking about the sucker part.
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Deebles
Jul 28, 09 6:41 PM CDT
Haven't seen one so I'm off the cuff--but they lost me at Taurus. My dad retired from the army and is the greatest mechanic ever. My first car was a '67 Mustang with a 387 that he cut the struts and dropped in there. Everything was chrome. It was a thing of beauty. It got four miles to the gallon. Then I raced it on a closed road and threw a rod. My father still hasn't forgiven me. Currently, I have a Cayenne which gives me space but that turbo is just unbelievable. The damn running lights don't even come on till 85. And before I get slammed by the carbon people, I work at home and never drive it. Except in Wyoming. Speed is something better never learned.
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Deebles
Jul 28, 09 7:15 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?
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Alan_Harrington
Jul 28, 09 5:30 PM CDT
yeah, it doen't look too bad, but it's still a Ford. It just doesn't make sense to buy a Ford when you get get a better quality, cheapers, better looking japanese model. US autos still have a long way to go. Reply
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