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Ford betting on an oldie but goodie; Automaker hopes new Taurus will rev up sales.(News)
Crain's Chicago Business, June, 2007
Byline: RICHARD TRUETT DETROIT-Later this summer, Ford Motor Co. will know whether a Five Hundred by any other name will sell the same. Ford is betting that a new old name-Taurus-and major revisions to its big sedan will ignite sales. National marketing started this month for the 2008 model.
Bringing back one of the most popular nameplates in company history-Ford sold about 7 million Taurus sedans and wagons from 1985 to 2006-doesn't guarantee success. In fact, it could be a tricky launch. Ford must overcome the rental-car stigma of the past-generation Taurus. The automaker hopes for a sharp sales increase. Through May, Five Hundred sales totaled 27,280, down 30% from the year-earlier period. In its peak years, the Taurus topped 400,000 units a year....
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