Ford may again be thinking of pulling the plug on its full-size Taurus sedan, according to Automotive News.
Though Ford won’t comment on that possibility, it has devoted few resources to updating the Taurus – which must compete against Chevy’s stylish Impala sedan and the appealing Toyota Avalon.
Moreover, a redesigned Taurus unveiled in April will be sold only in China.
Taurus sales in the U.S. were down 28 percent through July.
Some of that is attributable to shifting consumer preferences. Many buyers are choosing more practical crossovers over sedans, causing sales of most mid-size and compact sedans to drop.
Still, Ford has provided no hints about what it might do with the Taurus, according toAutomotive News.
“Taurus continues to play an important role in our North American vehicle lineup,” spokesman Said Deep told Automotive News.
In the mid-2000s, Ford killed the Taurus brand, renaming its full-size sedan the Five Hundred. New CEO Alan Mulally brought the Taurus name back when he took over in 2006.
Automotive News speculated that Ford may let the Taurus linger on dealership lots for a few more years, ultimately leaving the full-size sedan segment to Lincoln’s new Continental, which arrives next year.
“You’d have trouble finding consumers out there…who would look at the car and have any kind of awareness of it and affinity for it,” Karl Brauer, senior director of insights at Kelley Blue Book, told Automotive News. “There are so many strikes against almost any car in that category and then a few more against the Taurus.”