With the 2010 Ford Taurus, Ford Motor Co. is taking on the Toyota Avalon and the Chrysler 300...and maybe even Audi and Lexus. There are numerous aspects of re-engineering and restyling--ranging from collision warning and blind spot detection. But, is it revamped enough?
The Taurus was a best seller in the 1990s, and it was groundbreaking when introduced in 1986. After all, its aerodynamic design was unique in the mid-size sedan segment of the day, and it offered tremendous value versus the competition. That's what made it a bestseller--"hot" design, priced for affordability by the average Joe. It didn't fall from grace until a series of bland redesigns took away its edge. The last one was produced in 2006--and sales to the public had ceased. It became a fleet and rental car.
Today, Ford wants the public to forget that the Taurus was ever a rental/fleet car (or even a cheap car, for that matter) and cough up between 25-37k for the vehicle. Will the public bite on a brand revamp that's going against where the brand began? Cheap to expensive, no frills to frills, head-turning design to respectable design.
Brand redesign and re-introduction
When brand names return to the public, they can usually count of eliciting both nostalgia and sales. However, the most important thing is that it be re-introduced in a way that evokes a sense of excitement and passion. Has Ford succeeded on this point? What's your opinion?