What was Ford doing right in 1987 when it announced a net income of $4.6 billion, then a world's record for an automobile manufacturer? For one thing, it was building products that the market wanted, including the Ford Taurus, a car that was seen as revolutionary when first introduced. Twenty years later, Ford is fighting for survival with incomes that are among the industry's worst. What did it do wrong? Among other things, produced a Taurus restyle with an absolutely awful interior, then took the respected nameplate and turned it into a rental car special.
Thankfully, fresh thinking at Ford has resulted in the Taurus name being resurrected and attached to the company's full-size, front-drive sedan. Now the formerly Five Hundred (seen here) has undergone cosmetic changes to make it more appealing but is a Taurus badge enough to make that 4-door box the answer to Ford's woes? Not until it gets a fresh start with new Volvo platforms underneath. A mass-produced family sedan may never be a valued collectible but find an early Taurus in great shape, treat it kindly, and enjoy an American trend-setter. Thanks to Doug Wick's Automobile Quarterly newsletter for this historic reminder.