Ford to Change Name of Five Hundred Sedan to Taurus

In President and CEO Alan Mulally's first major product-related decision since taking over at Ford Motor Co. in October, the move to change the name of the Ford Five Hundred to Taurus comes after the company discontinued the Taurus last year, Forbes reports.

The original Taurus sold well for over a decade but then failed to stay competitive with Japanese competitors in the midsize sedan segment. As demand slid, Ford failed to cut production accordingly and produced a significant surplus of Tauruses.

The automaker offered heavy discounts to offset the softer demand, and also sold off many Tauruses to rental companies. But sales continued to diminish, and production finally ended in 2006. By the end of its life, 80 percent of all Ford Tauruses were in rental fleets, according to Forbes.

Ford has also upgraded the 2007 Five Hundred, soon to be Taurus, with a new facelift, a new engine and transmission to try to restore the Taurus to its once held position as America's best-selling car.

Comment On This Story

Name:  
Email:  
Comment: (Max. 10000 characters)  
Please leave blank:
* Please note that every comment is moderated.

 
 

Newsletter: Sign up to receive latest news, articles, and much more.

Read the latest

Auto Focus Blog: A blog covering fleets, auto rental and the business of cars

Safeguarding Your Business with Brokers

While the high-profile bankruptcy of Atlas Choice has left many car rental companies wary of working with brokers, rental companies can take steps to protect themselves and ensure a productive relationship.

My Number One Takeaway from ICRS 2017

This year’s International Car Rental Show (ICRS) opened the door to new business models facing transportation today — yet adapting to these new technologies is not the first key to survival.

Trump and Regulations: An Alt-Fuel View

With 2025 emissions targets back in review, manufacturers, alt-fuel, and alt-power suppliers weigh in on the potential impacts of Trump’s initiatives.

Job Finder: Access Top Talent. Fill Key Positions.

>