DUBAI, UAE – A leader in performance, technology and design, the Taurus is well-equipped to help Ford retain its dominance in the Middle East’s D/E car segment.
The segment comprises 5 percent of the industry in Gulf Cooperation Council countries. The leader in that segment was the Crown Victoria, a position now held by the Toyota Avalon. However, its leadership days could be numbered. With a sales increase of 30 percent in 2012, Taurus rose to second place in the segment last year, trailing the leader by less than 300 units. At the current sales pace, it could assume the number one spot later this year. Taurus sales are expected to be up 85 percent this year.
But it won’t be easy.
Competition in the segment is expected to increase, as most competitors have tech and design upgrades on tap for 2013, as does Taurus. Not only is it redesigned inside and out, it will feature active park assist, upgraded SYNC with My Ford Touch and Arabic navigation, and the EcoBoost engine, which had previously not been available in the region.
In an effort to further boost Taurus’ sales toward the level previously enjoyed by the Crown Victoria, Ford Middle East is running a unique advertising campaign to demonstrate how Taurus “Thinks Big” in the Middle East. It’s targeted toward current and previous Crown Victoria owners who need another large vehicle to meet their needs.
Encompassing digital, mobile, print and television, the ongoing campaign will spotlight the sedan’s technologically advanced elements, including voice-activated climate control, rear-power sunshade and blind spot information system – features that make it clear Ford is the technology leader – and communicating that Ford is “thinking big” in terms of styling, technology and innovation.
The intent is twofold: to attract new buyers, those seeking a technologically advanced, premium-crafted sedan, and retain current Crown Victoria owners as Ford customers.
A key audience is young, well-educated, success-driven men who stay well-informed on the latest trends and innovations and strive to own “the nicest” things and be “the best.” They’re not into frivolous indulgence; instead they seek an emotional reward that’s delivered through a premium feel and sophisticated features – something that inspires awe among their peers. Taurus’ bold styling and advanced technologies also make it very appealing to 30-year-old to 40-year-old Arab men who are looking to stand out but are not yet ready to move into the luxury-car category.
The Taurus SHO and EcoBoost are expected to appeal to that demographic and energize the Taurus brand. Taurus will help Ford tell the EcoBoost story in the Middle East and attract drivers seeking to travel further between fuel stops.