Five Hundred isn't only Ford to be renamed
Automaker acknowledges mistake in dropping Taurus
February 7, 2007
By MARK PHELAN
FREE PRESS BUSINESS WRITER
Acknowledging Ford should have kept the Taurus name, Mark Fields, Ford Motor Co.’s president of the Americas, said this morning that the 2008 model of the
Five Hundred will be called the Taurus.
Likewise, the
Freestyle wagon will be called the Taurus X and the Mercury Montego will get the name Sable, as the Mercury version of the previous Taurus was known.
“We never should have walked away from the equity we built up with the Taurus name,” Fields said.
Ford surveys show the Taurus name is still recognized by 80% of consumers, making it the company’s “third-strongest Ford name behind the F-Series and Mustang,” he said, while only 40% of buyers even know the Five Hundred exists.
Using the right name is important, he said, but having the right vehicle must be the top priority.
“Winning companies are the ones embracing more products their customers want.” No shit... what a concept.
The 2008 models go into production in Chicago after the summer shutdown.
Contact Mark Phelan at 313-222-6731 or
mphelan@freepress.com.