DEARBORN -- Jim Donahey says he's been waiting at least 20 years for a U.S. automaker to make a sedan that meet his needs for quality engineering, performance and handling. In the meantime, he's reluctantly bought German cars – until now.
Earlier this month, the 55-year-old Detroit-area business owner replaced his BMW M5 with a new, Tuxedo Black Metallic 2010 Ford Taurus SHO.
"I don't feel like I am making a sacrifice," said Donahey, less than a week after picking up his SHO. "The styling is great, and from what I've seen so far in terms of handling and performance, it's very enjoyable."
Although in just its second full month on the market, Ford's new flagship sedan is garnering praise from coast to coast.
"I took a ride in a new Taurus the other day…I was totally impressed by the vehicle," wrote one customer in an e-mail to Shepard Ford in Canandaigua, N.Y. (south of Rochester). "This new car is absolutely top notch. The whole interior – and particularly the seats – is world class. The overall fit and finish met even my high expectations."
In California, traditionally an import stronghold, Taurus September sales were second only to metro Detroit. Jan Howell, inventory manager at Harrold Ford in Sacramento, says the dealership can't get enough new Taurus models.
"We got this vehicle right. It's fantastic. It's like Christmas every day we see one," said Howell. "We're looking at the new Taurus and thinking we may be able to get some of those Lexus customers now and some mid-range Mercedes customers."
U.S. September sales of the new 2010 Taurus were up 60 percent from the same period a year ago and represented a 49 percent increase from August, when the car began arriving at dealerships. Taurus has out performed Buick, Chrysler and Toyota competitors two months in a row.
In addition, customers are purchasing a rich mix of Taurus models. Ninety-five percent are opting for higher-end series and additional technological features. Moreover, the high-performance SHO accounted for 20 percent of Taurus sales in September and continues to grow.
The new Taurus is turning fast on dealer lots, averaging only nine days to sell. That compares to 85 days for the Toyota Avalon and 140 days each for the Buick LaCrosse, Chevy Impala and Chrysler 300.
The new Taurus also is attracting younger and more diverse customers to Ford's showroom. It has the highest penetration in African American markets among full-size cars, and the average age for SHO buyers is the second youngest in the segment.
"It is still early in the launch of the new 2010 Taurus, but we are very excited about consumers' reaction to our new flagship sedan," said Pei-Wen Hsu, Taurus marketing manager. "People recognize the quality, the style, the technology and - most important - the value the new Taurus offers."
Even U.S. Transportation Secretary Ray LaHood lauded the 2010 Taurus, following a test drive.
“Taurus is back. Ford is back,” LaHood told reporters at a recent news event on the Detroit riverfront, according to the Detroit Free Press. “That is a magnificent car. … It will compete with any car in the world.”
The new Taurus SHO is awesome. Take one out for a test drive, you'll be impressed. Seat of the pants acceleration, and supposedly quarter mile ET's in the 13's - that's quick for a full sized family sedan.
Let's hope Ford has learned a thing or two about marketing and really pushes this car.
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Mercedes makes OK cars. My wife had a1985 300 Turbodiesel. That was a real Mercedes. They don't make them like that any more. Her last three cars have been Cadillacs. Her 2007 STS is fantastic. We had a GTO in 1966 and I thought it was a hot car. Wrong!!! Her STS can run circles around it.
I'm still not impressed with the new SHO personally. Speed isn't everything. I have a feeling the SHO will be just like my F-150 too in that you pay $38k for it and one year later it's worth 25k. There is no way I would trade an M5 for a Ford Taurus. lol
The other thing that hurts the Taurus is you still have to take your truck to a Ford shop and from what I've experienced with my truck from multiple dealers is Ford's service is on the lower end of the pole.
Oh well, at least it sounds better than the last V-8 Taurus because that didn't deserve the SHO name. My favorite SHO is still the 89-91ish with the Yamaha motor and 5-speed!
Ha Ha every car you buy new loses its value the first year you own it. There are no exceptions to that rule... None!
The SHO is bad ass and like RickyBobby said 2 for the price of one. Then again some people pay $100k for a vette thats slower than a $70k Mustang...
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