DEARBORN -- Jim Donahey says he's been waiting at least 20 years for a U.S. automaker to make a sedan that meet his needs for quality engineering, performance and handling.  In the meantime, he's reluctantly bought German cars – until now.

 

Earlier this month, the 55-year-old Detroit-area business owner replaced his BMW M5 with a new, Tuxedo Black Metallic 2010 Ford Taurus SHO. 

"I don't feel like I am making a sacrifice," said Donahey, less than a week after picking up his SHO.  "The styling is great, and from what I've seen so far in terms of handling and performance, it's very enjoyable."

Although in just its second full month on the market, Ford's new flagship sedan is garnering praise from coast to coast.

"I took a ride in a new Taurus the other day…I was totally impressed by the vehicle," wrote one customer in an e-mail to Shepard Ford in Canandaigua, N.Y. (south of Rochester).  "This new car is absolutely top notch.  The whole interior – and particularly the seats – is world class.  The overall fit and finish met even my high expectations."    

In California, traditionally an import stronghold, Taurus September sales were second only to metro Detroit.  Jan Howell, inventory manager at Harrold Ford in Sacramento, says the dealership can't get enough new Taurus models.

"We got this vehicle right.  It's fantastic.  It's like Christmas every day we see one," said Howell.    "We're looking at the new Taurus and thinking we may be able to get some of those Lexus customers now and some mid-range Mercedes customers." 

U.S. September sales of the new 2010 Taurus were up 60 percent from the same period a year ago and represented a 49 percent increase from August, when the car began arriving at dealerships.  Taurus has out performed Buick, Chrysler and Toyota competitors two months in a row.

In addition, customers are purchasing a rich mix of Taurus models.   Ninety-five percent are opting for higher-end series and additional technological features.  Moreover, the high-performance SHO accounted for 20 percent of Taurus sales in September and continues to grow.

The new Taurus is turning fast on dealer lots, averaging only nine days to sell.  That compares to 85 days for the Toyota Avalon and 140 days each for the Buick LaCrosse, Chevy Impala and Chrysler 300.

The new Taurus also is attracting younger and more diverse customers to Ford's showroom.  It has the highest penetration in African American markets among full-size cars, and the average age for SHO buyers is the second youngest in the segment.

"It is still early in the launch of the new 2010 Taurus, but we are very excited about consumers' reaction to our new flagship sedan," said Pei-Wen Hsu, Taurus marketing manager.  "People recognize the quality, the style, the technology and - most important - the value the new Taurus offers."

Even U.S. Transportation Secretary Ray LaHood lauded the 2010 Taurus, following a test drive.

“Taurus is back. Ford is back,” LaHood told reporters at a recent news event on the Detroit riverfront, according to the Detroit Free Press.  “That is a magnificent car. … It will compete with any car in the world.”

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Props for the New Taurus

"Even folks who are considering cars with premium nameplates would be wise to give Taurus a look--it’s that good."

Ed Piotrowski - Consumer Guide Automotive 

 

"…the best sedan that Ford has ever built."

Carmagazine.com

 

"There are a lot of boxes to check to truly become a brand's top-of-the-line vehicle. The Taurus doesn't miss any."  

Scott Burgess - The Detroit News

 

"With a base price below $34,000, the (Taurus Limited model) offers almost as much power, and just as much comfort and safety, as the Audi 3.0 A6 Quattro for $16,000 less."

Warren Brown - The Washington Post

 

"The car I tested (Taurus SHO) had the power, performance and equipment to compete with luxury sedans costing $60,000 and more." 

Mark Phelan - Detroit Free Press

 

"…a machine (Taurus SHO) greater than the sum of its parts, and the best car Ford’s ever built."

Mike Spinelli - Popular Science

 

"It’s enough to make anyone realize that the Taurus isn’t just a great full-size car, it’s proof that Ford Motor Company has another great product to consider."

Larry Printz - The Virginian-Pilot