A new version of Ford’s Taurus will be shown in dealer showrooms in mid August. Ford had decided to scrap the Taurus name after 20 years and planned on calling its new sedan the Ford 500. Despite the fact that the Taurus reputation had grown tarnished as it became the basic vehicle of rental car fleets, Ford nevertheless calculated that the Taurus brand still had marketability. The base price will be $26,000, somewhat more than competing models.

In the late 1980’s Taurus sales were more than 500,000 units a year. Ford is looking to sell somewhere between
50,000 to 75,000 units annually for its new model.

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