Word: tauruses
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...candidate's business magazine. In the long run, the boost in name recognition for his publication could well be worth more than the $30 million Forbes spent on the race. (Compare it, for instance, with the $150 million Ford Motors spent last year to relaunch the redesigned Taurus.) But to realize the advantage, Forbes may have to return full-time to publishing. In the first two months of this year, while he was away from the office, ad pages dropped 23% from the comparable period...
...down in the car division, and only their truck division continues to do well." Expect just the opposite when Ford's earnings are released Wednesday, McWhirter says. "Their truck division is setting new sales records, but their earnings should be way down." One reason: the expensive redesign of the Taurus, the company's flagship car, produced an auto that many admired but few wanted to pay for. "The new Taurus is one of the best cars in its class ever made. But the large increase in price was simply too much of a jump for consumers, so they're looking...
That is what Ford set out to do, in one of the biggest, costliest and most risk-filled gambles in company history. On Sept. 27, Ford will launch a Taurus completely redesigned and restyled at a cost of $2.8 billion, almost a bargain compared with Ford's $5 billion investment in its compact-size "world car," including the U.S. versions Contour and Mystique, introduced this year...
...daunting goal was to change the look of the Taurus without changing its identity. Designer Doug Gaffka and his team, inspired by the familiar Taurus oval grille, took an elliptical route. Viewed from the side, the new Taurus has an elongated oval shape, as do its headlights, rear window, door handles, control panel, airbag pad and more. It has no chrome trim, no visible seams, a curving, dropped rear deck and a steep, sloping windshield. "We kept trying to make it sleek, sleek and sleeker," says Gaffka. "We wanted to suck the body molding right down over the mechanics...
Those mechanics were the concern of Ford engineers who as early as 1991 began planning the design for the new Taurus by tearing down and analyzing some 14 competitive models in a windowless basement room at the Ford Design Center in Dearborn, Michigan. Their brutally frank internal review found numerous faults with the Taurus and many superior features in the competition. "We needed major improvements in squeak and rattle performance and engine noises that came with wide-open acceleration," recalls George Bell, the chief engineer. "There was a tendency of the car to loosen up, and we clearly needed...