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With the launch of the 2010 Ford Taurus, executives improperly forecast the models that consumers would find most appealing. Of the four trims available for the 2010 Taurus, the SEL and SHO have proven to be the most highly requested models.
Dealerships are finding themselves to be running out of the SEL and SHO cars, while other, less popular models sit. The 2010 Ford Taurus is available in SE, SEL, Limited and SHO trims. Customers are likely choosing the SEL ($28,195 including $825 for destination) over the base SE ($25,995) due to the minimal bump in price and added equipment. With an AWD option, paddle shifters, body-colored mirrors, 18-inch wheels, and dual zone climate control, the jump to the SEL is an easy choice for many buyers.
Though substantially more expensive than the AWD Limited ($34,445), the SHO ($38,595) offers several extra standard features and added prestige. Standard AWD, EcoBoost engine, HID headlights, and sport-tuned suspension are the significant upgrades included with the SHO.
Ford has sold 38,361 Taurus sedans through November (it was launched in August). And with a 60- to 70-day supply of all vehicles, “we’re definitely catching up on the demand,” said Vice President of Global Marketing Jim Farley.
For future launches, Ford plans to continue its market research to protect against situations like this arising again. The Dearborn automaker recently launched a vehicle configurator for its highly anticipated 2011 Fiesta. By allowing consumers to build and spec a Fiesta before production commences, Ford is able to see what actual demand for trims will be. Ford claimed more than 1000 reservations for the 2011 Fiesta within the first week of launching the site. The automaker can now plan for production while enthusiastic consumers receive a free SYNC upgrade, a $595 value.
Seemingly successful thus far, we expect to see more programs like the Fiesta pre-order system in the near future.
Source: Automotive News
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