2010 Taurus -New Ford launchesBreaking News > Money > Story
Aug 9, 2009
New Ford launches
Ford, which reported a U.S. sales increase for July, the first in almost two years, builds the redesigned 2010 Taurus and the Lincoln MKS on the line. --PHOTO: AFP
DETROIT (Michigan) - FORD Motor Company, the only one of the country's Big Three automakers to avoid bankruptcy, has pledged to accelerate its new product lines as it tries to consolidate a four-year turnaround effort.
In July, Ford reported a 2.3 per cent increase in auto sales - the first month it has posted a year-over-year gain since November 2007.
The company acknowledged that the positive movement was mostly due to the government's 'cash for clunkers' programme, which subsidised the cost of new cars for some Americans, but analysts are upbeat about Ford's overall health.
In an attempt to capitalise on that momentum, Ford is preparing to wheel out several new and revived lines, including the 2010 Ford Taurus.
Ford officially launched its new advertising campaign for the 2010 Ford Taurus bolstered by a positive safety rating from Insurance Institute for Highway Safety.
Others are more skeptical, and Ford marketing director Matt Van Dyke acknowledges that while the Taurus has strong name recognition, the brand's popularity could stand to be strengthened.
The company hopes to make that happen through an aggressive advertising campaign that will use television, newspapers and a broad digital campaign.
The 2010 Taurus is priced at US$25,995 (S$37,300), the same as the outgoing model, but Ford's advertising campaign will compare its technology and other features against more expensive luxury sedans from Audi, Lexus, Acura and Infiniti.
Ford is partnering with Microsoft to emphasise the Taurus' high-tech features, creating adverts with barcodes that smartphone users can scan to access information about the car. Ford will also focus on its largely male target customer demographic by heavily advertising on sports broadcasts this fall.
The company is planning to bring its hit Ford Fiesta from Europe to the United States and add more fuel efficient models to its US product lines. Ford argues that its commitment to new product lines is part of an overall strategy for recovery honed after successful turnarounds of the company's operations at Ford of South Africa, Mazda and Ford of Europe. -- AFP