Ford learned a valuable lesson in designing its Taurus SHO performance sedan. When the vehicle was reintroduced in 2009 as a ’10 model, following a 10-year hiatus, the auto maker described it as a “sleeper” performance car; nearly the mirror image of the standard Taurus.
It didn’t take long for Ford to realize its mistake. “We wanted to make sure we stayed true to the (Taurus’) original promise,” Amy Marentic, Ford group marketing manager, tells WardsAuto. “But after we launched, people asked for more (differentiation) on the exterior. We got a much different customer than we expected.”
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