Supples’ Pub

If anyone cared to ask my opinion of Ford’s decision to rename the Five Hundred to Taurus, I’d have told them this very thing would happen. When the announcement was first made of the rename, a Ford exec was quoted as saying they have millions of dollars put into the brand equity of the Taurus name, building since the 1980’s. What somebody didn’t tell him is that brand equity doesn’t mean it is GOOD equity - the Taurus finished it’s life as a cheap sedan mainly seen in rental agencies and fleets. Not a bad vehicle, but not what Ford needs to survive these days.

The Five Hundred (er–Taurus) is a decent car in its class. Reasonable quality, lots of features, well priced - earlier models were underpowered but the new 3.5L V6 fixes that. If only Ford hadn’t gone on this name binge and now the fugly chrome 3-bar grille they’re plastering on everything.

The 2008 Ford Taurus isn’t the running bull it once was or was intended to be — at least, not yet. Combined sales of the 2007 Five Hundred and new 2008 Taurus — with its new name, new engine and refreshed design — were down 3.2-percent in August and a brow-raising 30.1-percent in September versus those same months in 2006.

Ruh-roh: New name hasn’t helped Ford Taurus sales - Autoblog