For the better part of two decades, the Ford Taurus was regarded as the ‘everyman’s car’ in America. It’s popularity back in the day was unrivaled, and during the late 80’s, the Taurus was the top-selling vehicle in the US, capable of selling around 500,000 units a year.

But somewhere along the way, the Taurus lost its appeal to Americans and after years of extracting whatever appeal it had left, the car was officially canned in 2007. Ford even toyed with the idea of dropping the ‘Taurus’ name altogether and renaming it as the Ford Five Hundred.

It wasn’t until recently when Alan R. Mulally, Ford’s new chief executive, made an about-face and decided to bring back the Taurus, despite its growing reputation as a run-of-the-mill vehicle. Apparently, Mulally figured that the Taurus still had a noticeable brand recall among Americans.

Continued after the jump.

That being said, the Taurus is set to make its return in showrooms sometime next week. This time, though, Ford is being prudent with the brand. Rather than mass producing the Taurus, Ford is taking the conservative approach by building lesser models so it can gauge the public response and determine whether the car is ready for a rebirth.

In any case, the new Taurus is set to go on sale with a base price of $26,000, which incidentally, is higher than other car brands it is competing with.

Source: New York Times

Kirby Garlitos
Automotive Aftermarket Expert - kirby@topspeed.com
Kirby’s first exposure into the world of automobiles happened when he caught Knight Rider on television as a five-year old boy. David Hasselhoff didn’t leave much of an impression on him (that happened later on in Baywatch), but KITT certainly did. To this day, Kirby remains convinced that he will one day own a car with the same ‘spirit’ as the original KITT (not the 2008 monstrosity). He doesn't know when that will be, but until then, he’s committed to expressing his love for KITT, and all cars for that matter, here at TopSpeed.  Read More
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