The Return of the Ford Taurus
In light of Ford's current financial problems, most notably a 12 billion dollar loss in 2006 from its North American Operations, re-badging the Five Hundred as a Taurus is likely a smart strategy. Volkswagen made a very similar move when the Golf hatchback was re-named the Rabbit after a 22 year absence, and sales of this model have increased some 80% as a result. In Ford's case, the Taurus is a very popular car that has been an icon for over two decades. The early models had some issues with body rust, but this was much improved as this model, along with its Mercury sibling, the Sable, evolved. I am confident that this will give Ford a much-needed shot in the arm in the form of sales boosts. The company's newer sedan offerings; the Ford Fusion, Mercury Milan and Lincoln MKZ (briefly known as the Zephyr) have enjoyed brisk sales since their inception, but profits have plummeted due to a lack of trucks and SUVs leaving showrooms as they once did. Any high school Accounting student should be able to determine that there is less profit generated from sales of bread and butter cars as opposed to luxury models and the aforementioned trucks and SUVs, but increased sales should offset this in time, and the re-introduction of the Taurus nameplate is a good place to start.
