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New Taurus' goal: Revive the old allure

Ford Motor Co. is taking the next-generation Taurus sedan upscale.

Automotive News

Automotive News

DETROIT -- Ford Motor Co. is taking the next-generation Taurus sedan upscale.

The re-engineered and restyled 2010 Taurus, which were revealed Sunday at the Detroit auto show, is Ford's attempt to recapture relevance for the storied Taurus line. Ford revived the nameplate in early 2007 by renaming the Ford Five Hundred sedan. The previous Taurus was dropped in 2006 after becoming a rental car mainstay.

Automotive News

But the Five Hundred-turned-Taurus failed to jump-start sales. Ford sold 52,667 in 2008, a far cry from the nameplate's days as the best-selling car in America.

Ford executives aren't disclosing specific sales targets for the 2010 Taurus, but they aim to increase volume significantly above today's levels, said Scott Tobin, Ford director of product development.

In late 2006, product planners at Ford sent the 2010 Taurus project back to the drawing board with orders to improve design, quality and craftsmanship. The resulting car, slated to go on sale this summer, is packed with luxury, safety and technology features such as steering-wheel paddle shifters, heated-and-cooled seats and adaptive cruise control with collision warning.

"It's much more of a me car as opposed to a family car," said Moray Callum, Ford's director of car and crossover design.

While the Taurus is based on Lincoln MKS underpinnings, it shares no sheet metal with the Lincoln. The 2010 Taurus is powered by a 3.5-liter, 263-hp V-6. It is expected to get an optional 3.5-liter, 350-hp engine with EcoBoost at launch this summer.

Pricing will start at $25,995, including destination -- the same price as 2009 models.

(Source: Automotive News)