Posts Tagged ‘2010 Ford Taurus’

Tag, You’re It, Says Ford

New technology turns static print ads into multimedia displays.

by on Sep.16, 2009

Take a pic of a Microsoft Tag embedded on a Ford Taurus print ad with your smartphone and you've suddenly opened up a multimedia display explaining some of the new technology on the 2010 Taurus sedan.

Take a pic of a Microsoft Tag on a Ford Taurus print ad with your smartphone and you've suddenly opened up a multimedia display explaining some of the new technology on the 2010 Taurus sedan.

The all-new 2010 Ford Taurus is loaded with an array of advanced technological features that the automaker hopes will win consumers over to the reborn nameplate.

But one of the newest features has been saved for Ford’s advertising campaign for the Taurus sedan, and helps transform the traditional, 2-dimensional brochure or magazine ad into a slick, multimedia display.  The trick is a small, squiggly square printed in the corner of an ad, and known as a Microsoft Tag.

“The question was how do we bring the new technology on Taurus to life in an interesting and demonstrable way for potential buyers who want that information on their own terms?” says David Sanabria, communications manager at Ford.

The tags, developed by the Seattle-based software giant, are an updated version of the ubiquitous barcode system used in retailing and other applications.  The box – which can be printed in black-and-white or color – contains a baker’s dozen bits of code that can contain a shortened Internet URL, or website address.

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Stay on Top of the News!

The real trick is to make it possible for a consumer to use that data to access that website.  That simply requires a smartphone in which a so-called “app” has been installed.  With the Apple iPhone, for example, that can be downloaded for free from the App Store.  Once installed, a user simply aims the phone’s camera at one of the Microsoft Tags, snaps a pic and the software automatically goes to the appropriate website.


Marty’s Marketing Minutia

Engaging, engine and endangered

by on Jul.31, 2009

Ford’s Tempting Taurus Advertising 

Ford is putting on a heavy push to promote the 2010 Taurus launch.

Ford is putting on a heavy ad push for the Taurus.

Thursday’s reveal of the new advertising for the new 2010 Taurus was held in the vast space of Ford’s digital design studio with stunning video capabilities that were utilized to the fullest.

The presentation of the rationale behind the advertising for such an important launch of Ford’s “halo car” was as impressive as the commercials, print ads and web videos were.

The new Taurus deserves its own recognition and rewards from essentially a new group of prospective buyers.  I applaud Ford’s decision not to, as some auto writers on hand suggested, that Ford should have returned to days of yore and wonder of 1986.

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Marketing Insight - Free!

Well, 1986 is history, dead history.

Twenty-three years ago the Dow Jones was 1,995, a stamp cost .22¢, oil was $11 a barrel and Oprah show began.  Too many years have elapsed to resort to historical precedence as a basis of evaluation or promotion of such an important vehicle.  And who gives a damn about the old models anyway?


First Drive: 2010 Ford Taurus SHO

The "ultimate sleeper performance car."

by on Jun.23, 2009

Is the 2010 Ford Taurus SHO "the ultimate performance sleeper sedan?"

Is the 2010 Ford Taurus SHO "the ultimate performance sleeper sedan?"

Maybe it’s a sign of age, but when I was first burning rubber down the Jersey Shore, the guys with the really hot-looking cars were as likely as not poseurs.  The folks you didn’t want to race – not if you wanted to hang on to your cash – were the ones with the “beaters,” often dented, occasionally rusted out, but always looking like they couldn’t get out of their own way until you lined up at the stoplight.

That’s much the idea Ford Motor Co. had in mind when it introduced the first Taurus SHO, back in 1989.  No, you couldn’t order the dents, but you could get what seemed like a plain Jane family sedan that packed an awesome Yamaha 220-horsepower six-banger under the hood.  Add a track-ready suspension and you were sitting behind the wheel of a SHO, a fearsome beast that could take down most of the muscle cars of the era.

Sadly, Ford seemed to lose interest in this wolf-in-sheep’s-clothing concept.  The last run was just plain boring and few even noticed when the SHO slinked off the streets, back in 1999.  But, with the launch of an all-new Taurus aimed at recreating the excitement of the original sedan, it seemed just so, well, absolutely right to bring back the SHO, as well.

Subscribe to TheDetroitBureau.comThink of the 2010 Ford Taurus as the “ultimate sleeper performance sedan,” suggests product program chief Frank Davis, with a fair bit of hyperbole, but it’s nonetheless a boast the new car can live up to.


First Drive: 2010 Ford Taurus

Attempting a rebirth of a once-grand but now faded brand.

by on Jun.22, 2009

Can the 2010 Ford Taurus live up to the legend of the 1986 sedan?

Can the 2010 Ford Taurus live up to the legend created by the original 1986 sedan?

When you consider the countless number of cars that come to market, each year, only a handful ever really make all that much of a difference – a handful for any individual automaker.  For Ford, the list would include the Model T, of course, and the Mustang.  And most recently, the Taurus — the original 1986 version, that is.

But by the time Ford pulled the plug on the Taurus brand, a few years back, what was once significant had grown merely simpering, a product that only the rental car fleets could love. Overall, since 2004, Ford has lost more than 5 percentage points market share, as record-making  losses ensued.

Now, the Taurus name is back, and for 2010, Ford has attached it to another product that the automaker hopes will stand out in a crowded automotive market.  We’ve finally had the chance to test the 2010 Ford Taurus, and its sibling sedan, the 2010 Taurus SHO.  We’ll take a look at the base car, then follow, tomorrow, with an in-depth report on the reborn performance sedan.

Subscribe to TheDetroitBureau.comWhile the 2010 Taurus doesn’t quite have the visual stopping power of the original, it is nonetheless a product likely to garner significant attention for Ford, which is notably the only Detroit maker to reject the idea of a federal bailout because it had already borrowed more than $20 billion from the credit markets before they collapsed.  That, alone, is winning Ford friends.  But while some import-oriented shoppers may be once again looking at the line-up in Ford showrooms, it’s only a truly significant product that will win them back.  And the ’10 Taurus may be precisely what Ford needs.


Can Taurus Turn Things Around for Ford – Again?

Automaker is betting on product, not a bailout, as marketshare continues to decline.

by on Jun.16, 2009

2010 Ford Taurus

The sedan is a critical piece in the turnaround effort, but it's not clear the Taurus name is now worth anything after years of neglect.

It’s not often that a single product can determine the fate of a company, but that’s precisely the role the original Taurus sedan played for Ford, back in 1986.  Now, an all-new version of the sedan is about to come to market, and while it’s not quite the make-it-or-break it product of the original, there’s little doubt that the sedan is a critical piece in the turnaround effort of a company that’s decided to forego the multi-billion-dollar bailouts propping up its cross-town rivals, General Motors and Chrysler Group.

The ’86 Taurus proved a surprise hit, showing that American automakers could take on their Asian rivals in one of the market’s toughest segments.  But within a matter of years, Ford almost seemed to tire of that success, allowing the sedan to slip on the sales charts until Taurus was little more than an after-thought, with the vast bulk of production earmarked for daily rental fleets, and then abandoned all together.

The nameplate was revived by Ford’s new CEO, Alan Mulally, who sought to recapture the success of the original Taurus badge. With Ford the only one of the Big Three Detroit makers opting out of a federal bailout, analysts say the sedan will be critical in reversing Ford’s string of record financial losses when it hits market, this Summer.

“This is the most significant entry we have,” among the various models being launched for the 2010 model-year,” said Frank Davis, Ford’s executive director of product development.  “It is our flagship.”

When Ford abandoned the Taurus nameplate, earlier in the decade, the automaker tried introducing a new badge to replace it, the Five Hundred.  But in today’s crowded market, it can cost hundreds of millions of dollars to catch the attention of potential buyers.  After Five Hundred’s lackluster success, Ford decided to revive the Taurus, counting on the fact that it was one of the country’s best-known brands. (more…)

Ford Fiesta Lands Big Endorsement

But the big test comes with the 2010 launch of the American Fiesta.

by on Jan.22, 2009

Ford Fiesta at the 2009 Detroit Auto Show.

Ford Fiesta at the 2009 Detroit Auto Show.

Ford’s global small car, the Fiesta, is claiming another in a stream of awards, the little hatchback being named Car-of-the-Year by What Car? magazine, the British counterpart to America’s Consumer Reports.

Fiesta has already won similar accolades, around Europe, and, “this ultimate endorsement by What Car? will drive the new Fiesta to even greater success this year,” proclaimed Ford of Europe CEO John Fleming.

To be more precise, the Brits paid homage to a version of the B-Class hatchback equipped with a miniscule 1.25 liter engine, significantly smaller than we’ll see in the States, when a version like the one shown here finally, belatedly arrives for the 2010 model-year. But the continuing flood of awards is certainly a good sign.

Mark Fields, Ford’s President of the Americas, says he will be extremely disappointed if Fiesta doesn’t land on the podium of that most prestigious of American award, the North American Car of the Year. (Full disclosure: I am one of the 50 NACOTY judges.)

Indeed, Fields acknowledged, during an interview at the Detroit Auto Show, winning NACOTY is “critical.” As important as it was for Ford to capture a first place in the North American Truck of the Year, with its F-150, the automaker desperately needs to prove it is setting in motion a comeback on the car side of the business. Fiesta is one of several new products that could give Ford a much-needed boost, along with the bigger Focus, which is about to go through a redesign, and the reborn Taurus, which was generally hailed as one of the hits at the 2009 Detroit show.