Re-designed Taurus unexpectedly popular in California

[pcsario]

http://www.freep.com/article/2009100...emand-in-Calif

Two months after launching the redesigned Ford Taurus large sedan, Ford Motor Co. is dealing with an unexpected and pleasant surprise: It underestimated demand in California.

Amy Marentic, Ford’s marketing manager for large cars and crossovers, said California was the second best selling market for the new 2010 Ford Taurus in September, behind only metro Detroit.

“That’s a significant change for us,” Marentic said. “The older Taurus did not move and really wasn’t relevant in California.”

Ford launched an all new Taurus in August as a full-size sedan after its efforts to re-badge the Ford Five Hundred as a Taurus in 2007 failed to reinvigorate sales.

But in September — the first full month of sales for the 2010 Ford Taurus — sales totaled 5,077, a 60.1% increase compared with last September, according to Autodata Corp.

“We can’t get enough of them,” said Beau Boeckmann, vice president of Galpin Motors in southern California.

Boeckmann said Ford miscalculated the demand for the new Taurus because it based its expectations on past sales volume in California.

“We went from a frumpy car that did not have a Southern California appeal to a car that everybody is in love with,” Boeckmann said.

Marentic said Ford is working quickly to deliver more vehicles to California and also is pleased with other Taurus sales trends that are emerging. According to Ford, about 95% of customers are ordering either the higher-end lines of the Ford Taurus or are picking high-end options.

Yup, no demand whatsoever for a 30k+ Taurus.

[wescoent]

I wonder why. What about this new Taurus is so appealing to import-owners?

[CheetahDC]

Cheap luxury?

[doppleganger]

Originally Posted by wescoent

I wonder why. What about this new Taurus is so appealing to import-owners?

Say what you want about the new Taurus, but I think it's very competitive product. I could see a Maxima intender cross-shopping with the Ford. As a negative, however, the Taurus might be detrimental to Lincoln's MKS sales.

GM needs to get on that new Impala ASAP.

[OLDSCHOOLGMFAN]

Well this is a plum nice surprise!

[mgescuro]

Originally Posted by wescoent

I wonder why. What about this new Taurus is so appealing to import-owners?

It's kind of attractive.
It's stylish, modern, and contemporary. It doesn't skimp on modern technology, or gives some half-assed spin job as to why it doesn't have X, Y, and Z feature. It simply has it.

[Dr. Show-Me]

An American car selling in California!

[MN12Fan]

Originally Posted by wescoent

I wonder why. What about this new Taurus is so appealing to import-owners?

Compared to the stodginess of the previous Taurus how could the new one not do better? That and maybe luxury buyers took that commercial of a SHO passing an unmarked Audi to heart.

[Extreme4x4]

Originally Posted by doppleganger

Say what you want about the new Taurus, but I think it's very competitive product. I could see a Maxima intender cross-shopping with the Ford. As a negative, however, the Taurus might be detrimental to Lincoln's MKS sales.

GM needs to get on that new Impala ASAP.

GM is really fast forwarding the new Impala. We can expect to see it in 2013 or 2014. (source, GMI article)

[Fusion2.3H]

I have seen a couple of them down in Pacific Grove and they seem to be popular with the Marina crowd up in SF. I was surprised how long they were in person. It reminded me on a modern continental.

[mgescuro]

Originally Posted by Fusion2.3H

I have seen a couple of them down in Pacific Grove and they seem to be popular with the Marina crowd up in SF. I was surprised how long they were in person. It reminded me on a modern continental.

Really??

The Taurus? With the Marina crowd??? We talking about the same Marina in SF?
You've GOT to be kidding me!!!

I agree, Taurus is really nice. But with the Marina crowd???

[Hitman1970]

They have a real presence on the road. The silver SEL I saw on the road in Huntsville was great looking. Great job, Ford. GM, take note for your next Super Duper Epsilon Impala.

[Dr. Show-Me]

Ford and GM have a unique opportunity to regain lost buyers who are willing to look at American cars again. When an S Class sells for 80 large or more, likewise the 7 Series, an American car that costs far less and objectively does 95% of the expensive imports, there should be a lot of potential buyers. If they look and test drive, they may buy as well.

[smiley]

I've been waiting to see one of these on the road and I've now seen 3 in the past few days. I think it looks even better in person than it does in pictures. I can say living in San Jose, Ca that Ford has done very well with the Fusion and Taurus. I've also seen an uptick in Malibu's as well. If GM and Ford keep up with good design and excellent interiors they will gain major ground in the Cali market. You only need to persuade an few sheep and the rest will follow

[Quickening]

Originally Posted by mgescuro

It's kind of attractive.
It's stylish, modern, and contemporary. It doesn't skimp on modern technology, or gives some half-assed spin job as to why it doesn't have X, Y, and Z feature. It simply has it.

Can't hate on that interior. Its clean, modern and done tastefully. And that wood grain looks great.