Earlier this year, Ford announced that it would rename the Five Hundred sedan the Taurus for the 2008 model year in an effort to rally dwindling sales. In addition, Ford also revived the Sable nameplate — taking over for the Mercury Montego — and renamed the Ford Freestyle the Taurus X. While Ford made the switch to more familiar names in an effort to increase sales, it appears that the swap had no effect, and has possible even decreased sales.
Although the Taurus name is still recognized by 80% of consumers, Ford managed to sell just 3,562 Taurus models during the month of September. In comparison, Ford sold 6,054 Five Hundred during the same month last year. July 2005 was the sedans best ever month, moving 13,555 units.
Ford sold 1,551 Sables during the month of September, also off the pace from a year earlier.
Ford officials blame the sales downturn on the slumping large sedan market. “No question, there is a general downsizing in all categories,†said George Pipas, Ford’s top analyst for U.S. sales. “Buyers who used to trade large for large are now trading large for a smaller vehicle. People who traded an Explorer for an Explorer are more likely to come down. One of things we’re finding in the small-car segment is it is not just an entry point but is becoming a destination for the downsizing that occurs in vehicles and other categories.â€
The Taurus X has also experienced underwhelming sales. During September 2007, Ford sold 2,517 examples, down from 3,801 a year before. Sagging sales of for the Taurus X are especially worrisome because crossover sales have been steadily on the rise. In contrast, Ford’s other CUVs — such as the Ford Edge and Lincoln MKX — have seen a tremendous sales growth over the last few months. Poor sales of the Taurus X could also spell trouble for the upcoming Flex CUV, which has the same wagon-style body as the Taurus X.
Ironically, name confusion is also a major hurdle for Ford’s new trio of cars. A recent study revealed that Ford salespeople still call the vehicles by their former names.
A lackluster advertising campaign has also hurt the image of the cars. Ford has seen some return on its latest “Swap your ride” campaign but earlier efforts labeling the Taurus “the safest large car in America” were lost in a sea of more stimulating ads.
It remains to be seen if Ford’s new group vice president of marketing and communications, Jim Farly, will be able to boost sales through better marketing or if there is more holding the trio of vehicles back than just a name badge.
