Wednesday, June 20, 2007

Are Ford serious about the Taurus

In recent years, car manufacturers have looked to historic models for inspiration when designing and releasing new models. The Mini has been a great success for BMW, VW scored a minor hit with the Beetle (and the new Camper Van is on the way) and Fiat are about to release a new 500 model.

Whilst the Ford Taurus is not a "great" historic model, it does go back a long way (1992). However poor sales in recent years have led to the brand name becoming devalued in the US to the extent that one wonders why Ford are continuing with this brand.

From the new JWT commercial, it's clear that Ford are looking to promote this vehicle as a safe one - a bit like a Volvo. But wait! Ford own Volvo - so which is the safe one?

This strikes me as amazingly bad positioning of a brand. Taurus or Volvo for safety? Well Volvo has the track record so if it's safety i want then that's where I'll go. What about the retro value? Is Taurus a "great" brand which Ford need to maintain? erm no. I don't think it is.

Ah but wait - Volvo doesn't stand for safety anymore - the latest commercials focus on lifestyle:

Here's the question - what values does Ford assign to Taurus and Volvo. If they are sharing brand values then why keep two brands?

No comments: