Ford Executives Belittle Taurus Design While Pushing Next Version

AP via San Jose Mercury News ^ | 01/30/2008 | Tom Krisher

[Spktyr]

Ford executives belittle Taurus design while pushing next version EXECUTIVES TRASH CURRENT TAURUS' DESIGN, PUSH NEXT LINE OF SEDAN DETROIT - Belittling your product probably isn't a great marketing tool, but two top Ford Motor executives recently criticized the looks of the new Taurus sedan, with one comparing it to doofus cartoon character Homer Simpson. While speaking in Detroit this month, Chief Executive Alan Mulally and Derrick Kuzak, head of global product development, took shots at the current Taurus. During a speech to industry insiders, Mulally hinted that a new, nicer-looking Taurus is coming in the next year or so, adding a crack about the current car. "The new Taurus that you're going to see in the next year or so is the one we should have made originally," he said while addressing a seminar. "It is just fabulous." Kuzak went even further while speaking to a group of analysts. He projected a slide with the portly, balding, doughnut-devouring Simpson standing above a Ford Five Hundred, the sedan that was renamed the Taurus last year. Next to Homer were cartoon images of Superman and Mr. Incredible, each above small drawings of sleeker versions of the Taurus that could hint at the next generation of the family sedan. "As you walk from a Homer Simpson design to a Superman design, it's all about millimeters matter," Kuzak told the analysts. He pointed to minuscule differences in the bumpers and the proportion between the window glass and the body side. He also noted the need to fill the wheel well with the right-size tires. "That's only delivered when the engineering team does not dumb down the design because of engineering and manufacturing feasibility concerns," Kuzak said.

[Freedom_Is_Not_Free]

I don’t really see the Genesis competing with the Mustang. More like the G37. Kind of a bargain Lexus.

[Spktyr]

Actually, the base Genesis will compete directly against the volume seller of the Mustang - the V6 version.

And, apparently, they’re going to make it in Alabama from what I’ve heard.

I suspect it’s going to eat into Mustang sales something fierce. If you can pay Mustang dollars for something that looks that good, has an IRS, gets better fuel mileage and is probably faster, without the insurance hit of a Mustang...

[danmar]

The new upcoming Hyundai Genesis coupe is going to be interesting - it’s going to have a V6 that makes the same power as the V8 in the Mustang GT, for the same price as the Mustang GT.

Hyundai is still a Hyundai no matter how much of a lipstick you are using, heritage still counts.

On top of that, it is *rear* wheel drive and it includes an independent rear suspension, which the Mustang doesn't’t have.

I did not know that Ford started making front wheel drive Mustangs.

[Spktyr]

Ah, that elusive “heritage”.

Can you think of any American car that was saved by its “heritage” from falling sales and people defecting to other marques?

“Heritage” isn’t helping the Taurus. Or the F-150.

Ford doesn’t make FWD Mustangs, but they dropped the IRS from the Mustang in 05. Said that people wouldn’t pay the extra $300 it cost to make. The Mustang is RWD with a primitive stick axle that tends to upset the chassis if it hits medium surface irregularities - which is why a lot of Mustang GTs wind up wrapped around trees.

[Antoninus]

I heard the fact that each one came with a free subscription to "Gay Lifestyle Magazine" didn't have the sales impact they were hoping for.

Yes, I'm a former-Ford owner, share-holder, and member of the boycott.

[SoCal Pubbie]

Not necessarily. The history of auto design is filled with tales of engineers telling the designer something can't be done, only in the end when pushed enough, that exact feature rolls off the assembly line.

[Spktyr]

I agree, but in this case, since it *is* Ford, I think we can safely say that what the Ford officers said was a euphemism for “beancounters cheaping out.”

[USAFJeeper]

I made the mistake of owning a Ford once. I will not make that mistake twice.

Ford Explorer, interior fell apart as I drove it off the lot, transmission littered the highway at 25K miles. I dropped it off at the dealer to be repaired, bought a Dodge and traded in the still being repaired Explorer.

[danmar]

Can you think of any American car that was saved by its “heritage” from falling sales and people defecting to other marques?

When somebody asked you what you drive and you say..."a Mustang" or a "Hyundai" which one will present more "gravitas" err heritage?

I am a guy who likes to be out of main stream in any aspect of life, including the car I drive.
I like to drive cars that express who I am, not just econoboxes or "metoowannabePorschescomelately".

[Spktyr]

Honestly? If you’re going with heritage/stereotypes?

Mustang = White trash that didn’t have enough money for a Corvette.

Hyundai used to = Someone cheap who didn’t care anything about the appliance they drove.

Hyundai now = Someone who gets good value for money.

FYI, I drive Jaguars. You don’t get too much more “out of the mainstream” than that.

[Rate_Determining_Step]

The Taurus was hideously successful during it’s heyday (87-99). The only thing that killed it was crappy quality. How come Ford (or Chrysler for that matter) can’t build a serviceable transaxle? They invented the slusbox for crying out loud!

The package and looks were good. I was never dissatisfied when I rented them - ever. When fitted with a respectable drivetrain (SHO) things were just great.

There is a huge segment still up for grabs in the mid-size car market. It’s not my segment, but they do serve a purpose. The Camry and Accord make their respective companies oceans of cash. Same segment.

American automakers usually do well with the “wow factor” (ie: new Mustang, 300, Charger, G6, Taurus, etc.) but they shave that last $2K in quality and the cars drop off the road in 10 years. I was looking at a new Mustang on a lift. Rust already appearing on brand new car as it had no protection what-so-ever. Will that car really be on the road in 10 years?

Detroit was given a chance in the 80’s to meet the quality bar and instead they pinned their hopes on “home run” looks/features (hot pony cars, neat Tauruses, etc.) Those days are over.

Last Detroit car I bought was a Fiero. POS.

[Rate_Determining_Step]

> Can you think of any American car that was saved by its “heritage” from falling sales and people defecting to other marques?

No, but there are a number of cars I won’t buy from past experience. When I met my wife, she had a Hyundia Excel. Worst car I’ve ever worked on. Now, I pick the pool of cars and she chooses which one she likes.

I’ll never own a Korean car. Unless Samsung makes one or something.

[taildragger]

2nd,

The 3.5 does make a difference as does the 6 speed.

In fact there are 500 engineering changes, things like overhead lamp switches that do not have tolerance stack up issues and work.

Power steering ratios are different, it steers better and the ride is much better. A friend of mine worked on the rear suspension redesign for the smoother ride and handling, I'll spare you the details why it works.

Look....

The car is is basically a Volvo X90 underneath, It is 5 star crash, it handles well, and now has ample power. It is not the prettiest girl on the block, but it far better than the last generation Taurus was.

The follow on in 2010 will build on these refinements and will probably be much better looking. That one will be a contender for sure.

But you are missing a bigger picture here.

This is not a recommendation but this is what I hear. Ford bottomed at 5 and change and is up around $7 a share again. If you take the one time events out of the 2 Billion+ loss that actually did fairly well compared to loosing 12 billion last year. Add to that a new F150, The "Flex" and a New Lincoln, there is much more "product" than the naysayers claim. And Yes the Verv, New Taurus and updated Mustang in the wings. The point is Mulally is changing the company and it may be on the comeback trail.

And that may finally quell the "found on road dead" types that post here constantly. Then again maybe not, these things are to big conceptually to grasp for their tiny brains....

[Shooter 2.5]

I have 426,000 miles on my 1989 Ford Taurus station wagon.

[EricT.]

So, basically what you’re telling us is that he sheared sheep for a living, and then earned more money by shearing other sheep?

I would say the Ford dealership did the shearing. He just made them work again... and again and again and again.

[EricT.]

FYI, I drive Jaguars. You don’t get too much more “out of the mainstream” than that.

I remember hearing about how Jaguar was going to target the affluent gay community. Someone suggested their slogan be: "Be the f*g you are in a Jaguar."

[EricT.]

I have 426,000 miles on my 1989 Ford Taurus station wagon.

Wow! What have you been towing it with?

[Spktyr]

They didn’t use that slogan, but yes, that’s what Ford tried.

The only problem is that it has backfired bigtime. Their uninteresting current products have annoyed the current customer base; the pandering to gays has annoyed the gays (yes, they don’t like the ads either), and the religious conservative element of their core customer makeup won’t buy them any more.

All of which has lead to the “all new aluminum XK” selling far *less* cars than the last year of the old car before it.

[Shooter 2.5]

I tow other people’s cars with my 1980 Ford Van.

I don’t have a clue how many miles are on the van. The speedometer flipped a couple of times and it had a new engine before I bought it.

I’m not going to do anything about trading the Taurus in until it hits 500,000. The one thing I did for the old girl was buy her an MP3 player to replace the old radio. The LED display was worn out anyway.