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End of the Road: Ford Taurus

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More than 2 million examples of the first-generation Ford Taurus were built.
(Public domain photo via Wikimedia)
The Ford Taurus is a full-size sedan, once one of the most popular models in the blue oval’s arsenal. Changing consumer tastes and Ford’s reluctance to invest in an all-new model took its toll on sales. On March 1, 2019, the last Taurus rolled off of a Chicago assembly line.

Ford claims more than 8 million sales of the Taurus, spanning 34 years of near-continuous build. The very first model debuted at an auto show in 1985 and went into production later that year. Initially, the Taurus was a midsize sedan and wagon. Later, the wagon was dropped and the Taurus name was applied to a full-size sedan. That sedan competed against the likes of the Chevrolet Impala and Toyota Avalon. Soon, only the Avalon will soldier on as Chevrolet also exits the segment.

Here are the highlights of Ford’s Taurus:

1. Out with the old. Ford needed a competitive midsize model and set out to build a new vehicle from scratch. The previous LTD was a warmed over Ford Fairmont, one of many models sharing a common Fox-body platform. Indeed, the Fox architecture supported a variety of models, including the Lincoln Continental and the Ford Mustang.

2. In with the new: sedan, wagon, and SHO. Up until the time of the Taurus’ debut, Ford relied on a succession of rear-wheel-drive models to power its cars. That had Ford trailing its domestic competition, which offered front-wheel-drive models for the taking. FWD was deemed superior from a roominess standpoint as it allowed manufacturers to build smaller vehicles with larger interiors. The Taurus went up against such models as the Chevrolet Celebrity and the Dodge 600. Initially, Ford introduced the Taurus in sedan and wagon configurations, then followed with a SHO (special high output) performance version beginning in 1989. The Taurus’ twin was the Mercury Sable; a larger Lincoln Continental shared a modified version of the platform.

The style of this third-generation Taurus was widely panned.
(Public domain photo via Wikimedia)

3. Success, at last. Ford recorded a modest 200,000 units sold in the Taurus’ first year, but 2 million models over the first generation’s six-model-year run. Sales continued to climb after that, reaching 410,000 units in 1992. That year also saw the second-generation model’s release, which immediately made the Taurus the best-selling car in America. Ford would hold onto the title throughout this model’s second-generation run and with the third-generation model when it rolled out in 1996. However, beginning in 1997, the Toyota Camry wrested sales leadership from Ford, keeping the “best-selling car” title most years since.

4. The ever-popular 3.0L V6. Upon its debut, the Ford Taurus offered two engine choices: a 2.5-liter inline-four and a 3.0-liter V6. The base engine was weak, producing just 90 horsepower to the 140 horsepower offered by the V6. The base engine is paired with a 5-speed manual or a 3-speed automatic transmission, while the V6 works with a four-speed automatic. The four-cylinder disappeared in early 1991. Beginning in 1988, a 3.8-liter V6 rolled out, matching the horsepower of the standard V6, but with improved torque. The SHO model had its own 3.0-liter V6 engine paired with a 5-speed manual transmission. This engine makes 220 horsepower.

5. On to the bubble. The Taurus’ sales held strong when the third-generation model rolled out, thanks in large part to rental and fleet sales, which kept this sedan a best-seller. However, customers could not look past the rounded exterior of the new model, with sales soon falling accordingly. Still, the Taurus name had much value and fleet demand remained strong. The fourth-generation model rectified the design issues of the previous model, continuing with sedan and wagon body styles. However, the SHO was gone and the wagon would follow by the end of 2004.

6. Good-bye, Taurus. Hello, Five Hundred and Fusion. After returning to peak sales in 2000 (382,035 units sold), Taurus sales fell steadily in successive years, dropping permanently below 200,000 units in 2005. By then, Ford planned to stop making the Taurus, replacing it with the midsize Fusion, which itself rolled out in 2006. Still, Ford kept the Taurus around for two more years, selling it to fleets only for its last year. But Ford CEO Alan Mulcahy wasn’t about to let a well-known name go away. The Ford Five Hundred, produced from 2005 to 2007, and targeted to eventually replace the Ford Crown Victoria, would be renamed the Ford Taurus, beginning in 2008. Thus, although not always available to consumers, Ford managed to keep the Taurus name alive, by shifting model names and eventually making the Taurus its flagship model. Once the Crown Victoria disappeared in 2011, the Taurus became Ford’s leading model.

Ford produced a wagon variant of the Taurus through 2004.
(Public domain photo via Wikimedia)

7. Bigly and a pursuit option. The fifth-generation Taurus covered just two years or five (2005 to 2009) when the Five Hundred is included. The sixth-generation Taurus represents a clean-sheet redesign, with a family of V6 engines motivating this sedan. All models feature standard front-wheel drive, with all-wheel drive available. Initially, the engine choices included naturally aspirated and turbocharged versions of a 3.5-liter V6. Beginning in 2013, a Police Interceptor Sedan based on the Taurus rolled out, offering the Taurus’s two engine choices plus a 3.7-liter V6.

8. End of the line. The proverbial “writing on the wall” for the Taurus soon became apparent as each model year passed. The Taurus remained virtually unchanged, while crossover models and trucks received updates or all-new versions. In 2018, Ford said it was exiting the car business in North America, with plans to keep the Mustang, but nothing else. The Taurus stayed in production long enough to produce tens of thousands of police vehicles, although the utility pursuit models were the biggest sellers.

So Long, Farewell

Eight million copies sold ensures the Taurus name will not be easily forgotten. In the grand scheme of things, the Taurus wasn’t an outstanding model, although its SHO variants enhanced its appeal. At some point, we’ll see the Taurus showcased at classic car events, with fans waxing nostalgic for a model popularized in the idyllic days of their youth.

The final generation Taurus was the largest one of all, taking over the
full-size slot eventually abandoned by the Crown Victoria.
(Public domain photo via Wikimedia)

Did you know? — Production of the Ford Taurus may have ended at the Chicago Assembly Plant, but a new model exists. Designed explicitly for the Chinese market, this large sedan is available in four trims and comes with a twin-turbo 2.7-liter V6 engine. Ford builds the new Taurus in China, along with many other models.

See Also — The History of the Hyundai Tiburon

These Car Models May Soon Get the Axe

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Sharply declining sales may spell the end for several car models.

The U.S. automotive market, indeed the entire global market has seen a shift away from cars to utility vehicles. Cars, while valued for their practicality and reasonable cost are yielding the market to utility vehicles, which offer an excellent combination of passenger space and cargo capacity. They’re also more profitable to automakers.

As such, manufacturers will soon lay the ax to several car models as the market shift continues. Soon, you may walk into a new car dealership and find no more than one or two car models available as utility vehicles, pickup trucks and an assortment of crossover-like conveyances take over.

Here’s our list of threatened models based on year-to-date sales figures through October 2018:

Chevrolet: Sonic and Impala

The bow-tie brand’s weakest models are its subcompact Sonic (hatchback and sedan) and its full-size Impala sedan. The two models were introduced or updated in 2012 and 2014, respectively.

Chevrolet Silverado
Like its top competitor’s Chevrolet’s best-selling vehicle is not a car.

Sonic sales are down 25.7 percent and will struggle to top 22,000 units this year. The Impala numbers aren’t as bad with Chevrolet selling 43,953 units, down 13.38 percent. We think the midsize Malibu sedan (-23.88%) will hang on for a while longer, mostly because it is rather new. The compact Cruze (-26.52%) numbers are way down too, but there is life left. Besides, it shares its platform with the plug-in Volt (-13.72%).

As for the Corvette (-21.23%) and Camaro (-25.87%), both models will soldier on with a mid-engined Corvette waiting in the wings. We can’t see Chevrolet killing the Camaro all over again, although sales now trail both the Mustang and Challenger.

Dodge and Chrysler: A Vulnerable Trio

Dodge and Chrysler are FCA’s two domestic car brands and both are hanging on. Dodge dropped the compact Dart sedan and Chrysler the midsize 200 sedans in recent years. What’s left is a trio of sporty models: The Dodge Challenger (+0.07%), Dodge Charger (-11.98%), and the Chrysler 300 (-12.83%).

Dodge Charger Hellcat
A succession of Hellcat models has kept the Charger and Challenger alive. But for how long?

The Chrysler is the most vulnerable of the three and will likely be replaced by a utility vehicle. We think Dodge will hang on to the Challenger and Charger for a few more years, making updates to keep these dated models fresh. But the tide is changing and we could see the Charger killed off first with the Challenger following a few years later. The Jeep and Ram brands are the big profit centers for FCA, thus every other brand is vulnerable.

Ford: Only the Mustang Remains

Ford has not been coy about its car models. Every single model except for the Mustang (-0.93%) is threatened. Already, the subcompact Fiesta (+1.05%) and compact Focus (-18.46%) are gone or will soon be gone from the U.S. market.

The midsize Fusion (-21.77%) and the full-size Taurus (-2.49%) will be the next to go, although one or more names may be affixed to a future crossover model. Yes, we’ve heard rumors of a four-door Mustang appearing, but all that noise is simply speculation.

2018 Ford Mustang GT
The Mustang “brand” is a blue oval success story.

Honda: Staying the Course

Sales of the compact Civic (-10.32%) and midsize Accord (-14.16%) may be down, but they’re not out. Indeed, Honda may very well sell as many as 250,000 Accords and 300,000 Civics this year. Even if sales continue to slide, both models are safe.

As for the subcompact Fit (-14.59%), sales aren’t likely to top 40,000 units this year. That said, Honda may keep the Fit around and not offer an update for some time. This automaker also seems committed to its Clarity and Insight electrified vehicles, though sales remain modest.

See Also — It’s a Wrap: 2018 in Review

Nissan: Maxima on a Short Leash

Like Honda and Toyota, Nissan will keep its compact Sentra (-0.34%) and midsize Altima (-16.64%) sedans. The Altima is new for 2019 and will offer available all-wheel drive for the first time. Although the Sentra was last updated in 2013, we think a new model will eventually roll out.

Nissan Maxima models
The Maxima is one of Nissan’s strongest names, but it may not have long-term staying power.

What might not survive is the Maxima sedan (-36.18%), although it shares its underpinnings with the Altima. Like other flagship models, the Maxima may no longer have a place in the Nissan product line.

Also threatened is the subcompact Versa (-29.87%), the sporty 370Z (-24.44%) and the high-performance GT-R (-2.49%). The last two will likely sell just 3,000 and 500 copies, respectively. Those aren’t sustainable numbers no matter how you slice it.

Toyota: Several Models Might Get 86’d

Imagine Toyota without the compact Corolla (-11.35%) and its midsize Camry (-6.94%) if you would. That’s hard to fathom, right? Well, both models sell slightly better than their Honda counterparts, so they’ll be around for some time. Indeed, a new Camry arrived in 2018, followed by an all-new Corolla hatchback in 2019 (we’re expecting a new Corolla sedan in 2020).

2019 Toyota Corolla Hatchback
Toyota’s Corolla is hanging around and includes this sporty hatchback model.

The threatened Toyota models include the subcompact Yaris (-37.05%) and the hybrid Toyota Prius c. We doubt the Toyota 86 (-41.71%) will survive for much longer, although the nearly identical Subaru BRZ may soldier on. As for the full-size Avalon (+6.38%), it is also all new and gaining market share in a shrinking segment. We consider the Avalon the safest model in its segment by far.

Volkswagen: A Passe Passat?

Volkswagen has been undergoing intense changes these past few years following its diesel scandal. New or updated crossovers are taking a bigger slice of the sales pie and are driving sales. But models such as the subcompact Golf (-38.08%), compact Jetta (-32.77%), and the midsize Passat (-33.78%) are falling out of favor.

We think the Golf and Jetta will hang on, but the Tennessee-built Passat may give up its assembly line space to one or more new (and electrified) models planned. That transition may take a few years to complete, however.

Hyundai and Kia: Opportunity Lurks

Hyundai and Kia are joined at the hip, although the two Korean automakers largely operate as separate concerns. Hyundai supplies the vehicle platforms, then leaves each brand (plus Genesis) to decide how they will go.

In recent years, we’ve seen Hyundai do away with the Equus, Genesis, and Genesis coupe, along with the Azera sedan. Some of those models were replaced by Genesis brand vehicles when Hyundai rolled out its luxury brand.

Hyundai has also expanded its crossover offerings while bringing the electrified Ioniq (+37.69) to the market. We’re not sure the subcompact Accent (-51.12%) will survive, given that a new model rolled out in 2018. The compact Elantra (+4.06%) is performing well, but the midsize Sonata (-24.83%) has certainly seen better days. The sporty Veloster returned after a one-year hiatus and like the Elantra, it seems safe. Still, we think Hyundai will keep its car line in place as other automakers cut back.

2018 Kia Rio
Kia Rio sales are down despite a new model on hand.

As for the Kia, nearly the same can be said about it as we have said about Hyundai. Further, Kia continues to update even its slow sellers, such as the full-size Cadenza (-11.07%) and the luxury K900 (-26.14%).

A new subcompact Rio (+44.67) is performing well, although the compact Forte (-18.68%) and the midsize Optima (-5.74%) are not. Still, looking at Kia’s track record, we doubt any model will go away in the near future. In all, we think Hyundai and Kia may see opportunity in segments soon to be vacated by its competitors.

Looking Ahead

The shift to crossovers is, indeed, playing a large part in driving each brand’s portfolio. Two other factors, electrification, and autonomous vehicles, will play increasingly significant roles as we move forward.

The question not asked is this one: will manufacturers permanently adjust their portfolios? They may say yes, but market conditions can and do always change.

Witness Ford’s insistence a few years back that the Ranger pickup truck wouldn’t return. Beginning in 2019 we’ll see a new Ranger. And as for the Fiesta and Focus, both models will serve other markets and could at some point return to the U.S. if demand warrants it.

See Also — End of the Road: Ford Taurus