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Chicago Auto Show: 2008 Ford Taurus X unveiled

Wednesday, December 31st, 1969

Filed under: Chicago Auto Show, Crossovers/CUVs, Ford

High-res gallery of live and press pics available by clicking above image

Today in Chicago, Ford Motor Company’s Cisco Codina unveiled the new Freestyle Taurus X. As we told you in our preview post, the Taurus X loses the Freestyle name but gains the Edge’s face. It’s a simple act that helps build a familial look for Ford’s crossovers. And just like the new Sable and Taurus, it will get the 260-horsepower V6 and additional content like the Microsoft co-developed Ford Sync. Unlike the Sable and Taurus, the X gets three row of seats, one-touch flip-and-fold second-row seating and an available power rear liftgate. All three vehicles will be in dealers by this summer.

At breakfast this morning, Mark Fields helped explain the switch back to the Taurus (and Sable) monikers. “Taurus has been an icon for Ford’s family sedan for more than two decades, and it’s time to return this powerful name to where it belongs. Consumer awareness of the Taurus name is double the Five Hundred that it’s replacing, and awareness of Sable is triple that of Montego.” Makes sense to us. The details may have changed, but this remains one handsome wagon/crossover. Sort of an SRX with a Blue Oval. Pretty sexy for this segment, and a good sharp alternative to the Edge’s softer silhouette. Read more details about the “new” Taurus X in the full press release after the jump, and check out the gallery here, where you’ll see a Taurus X that looks particularly good in all black.

[Source: Ford]

Gallery: 2008 Ford Taurus X

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Ford’s Mark Fields announces Bold Move: Bring back Taurus & Sable brands

Wednesday, December 31st, 1969

Filed under: Chicago Auto Show, Ford

Making both a bold and simple move, Ford’s North American boss Mark Fields confirmed this morning what we already knew, that the Taurus and Sable brands will be resurrected for 2008.

Fields, delivering the keynote address at the Chicago Auto Show this morning, said the Ford Five Hundred nameplate will be dropped in favor of the venerable Taurus badge. The Freestyle crossover vehicle will also be renamed the Taurus X, and Mercury Montego will switch to the Sable nameplate. All three vehicle will be introduced to the press later in the day, though we were first introduced to the new “Taurus” in Detroit.

Fields said only four in 10 consumers were aware that Ford offered a vehicle called the Five Hundred. Yet the Taurus nameplate, which was killed last year, had built up 20 years of strong brand recognition and was recognized by 80 percent of shoppers. Fields also said Taurus was Ford’s third-best-known brand behind F-Series and Mustang. During the early ’90s, the Taurus was America’s best-selling car five years running. About seven million Taurus models were sold in 21 years, and Ford estimates nearly 3.5 million are still on the road.

Check out more of our thoughts, a complete transcript of Mark Fields’ speech, and VIDEO of him delivering the announcement after the jump.

Continue reading Ford’s Mark Fields announces Bold Move: Bring back Taurus & Sable brands

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BOLD MOVES: THE FUTURE OF FORD A new documentary series. Be part of the transformation as it happens in real-time