The 2010 Ford Taurus has only been in service for a year but already it is getting awesome results at auction. When compared to the 2009 model, the 2010 Taurus posted an average 39% ($7,100) increase in resale value.
Rose Peng, manager, Global Lifecycle Analytics Department (GLAD), said that this achievement reflects the appeal of Ford's full-size sedan.
She explained that the brand improved sharply due to its successful product launch and the vehicle's best-in-class quality, upscale design and state-of-the-art technology. She pointed out that the new Taurus resale value after one year exceeds that of its rival, the 2010 Toyota Avalon.
Previously, the 2009 Taurus was selling at a major discount compared with the 2009 Toyota Avalon but now, the 2010 Ford Taurus sells at a $2,500 premium over the 2010 Toyota Avalon. In the J.D. Power and Associates 2010 Initial Quality Study (IQS), the Taurus ranks highest in its segment for initial quality.
Steve Ling, manager, Ford North American Car Marketing, explained that its strong retail sales came about as a result of these improvements and strong word-of-mouth.
He clarified that in the first half of 2010, Taurus retail sales were up 154% over the first half of 2009 while incentives were cut by more than $1,600 per unit. He also noted that the vehicle has received recognition from third-party sources because of its best-in-class levels of customer satisfaction and quality.