Redesigned Taurus unexpectedly popular in California - FreePress
Posted: 2:14 p.m. Oct. 6, 2009 | Updated: 4:40 p.m. today
By BRENT SNAVELY, FREE PRESS BUSINESS WRITER
photo credit: Autoblog
Two months after launching the redesigned Ford Taurus sedan, Ford Motor Co. is dealing with an unexpected 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...
...this 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.
For example, Marentic said about 25% of Taurus buyers have purchased the car with a $1,995 navigation system compared with about 4% of buyers under the old version of the Taurus.
Overall, pricing for the 2010 Taurus ranges from $25,170 to $31,995 and starts at $37,995 for a performance version, called the SHO.
“We didn’t add content for content’s sake,” Marentic said. “We tried to add it for a purpose and a reason, and I think customers are seeing that.”