I know you've heard the old axiom what's in a name many times, and in most cases the answer is not much. Ford on the other hand, is hoping there's a lot in the name Taurus, as my partner and I found out when we were invited to a press conference and test drive of the car that will be replacing the not so successful Ford Five Hundred Sedan.Like a lot of the other writers at the meeting in Carefree, I was curious as to what exactly Ford had done along with the name change to set the Taurus apart from the Five Hundred. To begin with they upped the horsepower from 200 to 260 with a new 3.5 liter V6 which was a big step in the right direction. The Five Hundred in essence was Ford's version of the S80 but unfortunately it was basically just a boring car that created no driving pleasure at all.
Not so with the new Taurus. Styling cues while somewhat minor, have a major impact on you from the get go. Clearly wanting to capitalize on the success of the Fusion, the grille and tail lights as well as the side vents enhance the Taurus' aesthetics enough to make the car pretty good looking, especially the view over the hood from the drivers seat.
What really sets the new Taurus apart from the Five Hundred goes deeper though. Ford's manager of vehicle dynamics John Heider, told us that the suspension and chassis has been tuned to suppress noise, vibration and harshness or NVH as techy's like to say. A run up through Payson and back to Carefree validated his claim. We started out in the Five Hundred before switching to the Taurus, and the difference was certainly noticeable, with special consideration given to steering and maneuverability making a dramatic change in driving dynamics. The Taurus is a much more fun car to drive.
More fun yes, but Hieder was quick to point out that the Taurus is not a sports sedan by any stretch of the imagination. What it is though is a very solid family sedan that has very nice interior appointments with enough luxury to feel good about driving it. And speaking of driving it, the Taurus is a rear-wheel-drive car but the test vehicles were the optional all-wheel-drive which felt very solid on the twisting and winding roads we drove.
While Ford touts the styling and driveability of the new Taurus, which is all good stuff, the big thing they're emphasizing is the five-star safety rating from NHTSA, in four categories or front and side impacts. Ford crash safety engineer Rob Randolph said that even more prestigious was that Taurus has also earned Top Safety Pick honors from the Insurance Institute of Highway Safety. Something that only 10 vehicles have achieved, allowing Randolph to say with justified pride, that "Taurus has been rated the safest full-size car in the United States."
Introduced in 1985 the Taurus was wildly successful for over a decade before questionable styling and serious competition took it's toll on sales. Why Ford didn't just do a face lift on the Taurus is beyond me because the Five Hundred was just too bland to make a dent in the "I'm okay with bland" crowd that the Crown Vic and Buick pretty much own.
So what's in a name? As far as Ford's all-new Taurus is concerned, only time will tell. But what do you think? Is there more to a name than meets the eye?
