As reported yesterday, Ford is official dropping the Five Hundred, Freestyle and Mercury Montego names when the refreshed 2008 models arrive this summer. The Five Hundred will go by the more popular Taurus nameplate. The facelifted Freestyle will be called the Taurus X, with the X designating crossover. The Mercury Sable will make its return as the replacement for the Montego.

Ford’s CEO Alan Mulally didn’t understand way you would spend hundreds of millions of dollars and 20 years building a brand and then throw it And he has repeated said that it was a big mistake to drop the names and that he was considering bringing them back.

“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,” said Mark Fields, Ford’s President of The Americas, at the Chicago Auto Show. “Consumer awareness of the Taurus name is double the Five Hundred that it’s replacing, and awareness of Sable is triple that of Montego.

“By giving these vehicles the names that consumers recognize at the same time we’re making significant upgrades, we’re confident that even more people are going to be attracted to these great products in the future,” Fields added.

More details after the jump.

The restyled 2008 Taurus goes on sale this summer, with all the updates revealed - for the Five Hundred - at the Detroit Auto Show. The new Taurus features Ford’s corporate three-bar grille, the new 3.5L V6 with 60 more horsepower, a new all-wheel-drive system, more standard safety features, and interior refinements.

The 2008 Taurus X crossover goes on sale late this summer and features an Edge-inspired front fascia, which creates a crossover family look. The Taurus X has the same design, powertrain and safety upgrades, three rows of seats, one-touch flip-and-fold second-row seating and an available power rear liftgate.

The 2008 Mercury Sable will also go on sale this summer featuring a restyled Milan-inspired front end.

Press release and images after the jump.

## Source: Ford ##

PHOTOS:

PRESS RELEASE:

FORD TAURUS, TAURUS X, MERCURY SABLE RETURN AS UPGRADED 2008-MODELS DEBUT THIS SUMMER

CHICAGO, Feb. 7, 2007 - Ford Motor Company today announced it is bringing back the well-known Ford Taurus name, introducing a new name - Taurus X - for its three-row crossover and returning the Mercury Sable to the lineup as upgraded 2008-model versions of all three vehicles go on sale this summer.

“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,” said Mark Fields, Ford’s President of The Americas, at the Chicago Auto Show. “Consumer awareness of the Taurus name is double the Five Hundred that it’s replacing, and awareness of Sable is triple that of Montego.

“By giving these vehicles the names that consumers recognize at the same time we’re making significant upgrades, we’re confident that even more people are going to be attracted to these great products in the future,” Fields added.

The 2008-model Taurus sedan will go on sale this summer, replacing the Ford Five Hundred. The new Taurus features a Ford Fusion-inspired exterior design, a new powertrain with 60 more horsepower, a new all-wheel-drive system, more standard safety features - including standard electronic stability control - and other refinements to make it more distinctive, quieter, faster and safer.

The 2008-model Taurus X crossover will go on sale late this summer - replacing the Ford Freestyle - with the same design, powertrain and safety upgrades, as well as three row of seats, one-touch flip-and-fold second-row seating and an available power rear liftgate.

The 2008-model Mercury Sable also goes on sale this summer - replacing the Mercury Montego - with extensive design, powertrain and safety upgrades, as well as unique touches that make it a Mercury. They include Mercury’s signature satin aluminum waterfall grille, jeweled projector beam headlamps, distinctive LED tail lamps and a two-tone interior trim with unique accents. Customers preferring a technical appearance can opt for Cyber Carbon - a deep, high-gloss accent resembling carbon fiber. More traditional sophistication is available from two modern wood grain accents - Guitar Maple and San Macassar.

Ford Taurus: An Automotive Icon

The Ford Taurus was a milestone in automotive design when it was introduced in 1985. It was the best-selling car in America for five straight years, starting in 1992. At its peak, Taurus posted annual sales of more than 400,000 units. When production of the original Taurus ended after 21 years on Oct. 27, 2006, nearly 7 million cars had been sold - and an estimated 3.5 million Taurus models remain on the road today

The Taurus name remains powerful today. In fact, it is one of top three most recognized Ford nameplates, behind only the F-Series and Mustang. Consumer awareness of the Taurus nameplate remains at an impressive 80 percent.

“The Ford Five Hundred has been a solid product, and it has one of the highest satisfaction rates in our lineup,” said Cisco Codina, Ford’s group vice president of North America Marketing, Sales and Service. “Once people discover the vehicle, nearly 60 percent end up buying a one.

“The Taurus will be even better thanks to significant upgrades - and, now, a name that people know. Going forward, we’re going to cherish this iconic name with the same clarity, confidence and intensity as we do with F-Series and Mustang,” Codina added.

The new Taurus X crossover builds on the strength of its namesake, while underscoring Ford’s commitment to leadership in crossover vehicles. Crossovers already have surpassed SUVs in annual vehicle sales, and Ford predicts they will become the largest or second largest segment in the U.S. by the end of the decade - with sales of 3 million units.

Posted in: Ford, Mercury, Chicago Auto Show, Ads/Marketing, Crossovers, Sedans/Saloons, News, Car Buying
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