Ford hopes to reignite consumer’s interest in Taurus with SHO version

Article by Anita Panait, on March 20, 2012

Ford will try to revive the glory of its Taurus model by having the SHO (Super High Output) version of the car as the centrepiece of its marketing campaign. Ford plans to use the Taurus SHO to uplift the image of its Taurus nameplate as well as boost sales for the refreshed 2013 Taurus. The sporty SHO was first unveiled as a niche version of the Taurus specially made for enthusiasts who admire its high-performing Yamaha engine and manual transmission. 

According to Amy Marentic, group marketing manager for cars and utilities, Ford will use the SHO in its advertising as a halo car for the Taurus nameplate. Part of the 2013 Taurus advertising strategy is to highlight the sporty Taurus SHO on TV commercials. The SHO commercials will feature Ford engineers and customers. But the main feature of the commercials will be NASCAR driver Carl Edwards.

Taurus will still advertise other versions of the Taurus, the SEL and base SE, in print and online. Marentic disclosed that Ford was pleasantly surprised by a research saying that the No. 1 car cross-shopped by SHO customers is the BMW 5 series.

The company expects the top-of-the-line SHO version to attract buyers who typically would acquire performance sedans from BMW or Audi. With the commercials, Marentic expects the SHO to account for around 25% of Taurus sales. The Taurus and its SHO version will have starting prices of $27,395 and $39,200 respectively. The prices include shipping.

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Cadillac’s CT6 full-size prestige-luxury sedan is still somewhat new. It has been offered to the global auto market for two model years – 2016 and 2017. But for those who...
by - February 19, 2017
In many industries, it is the rivalries that make things exciting. In basketball for example, there is the well-known rivalry between the Los Angeles Lakers against the Boston Celtics. For...
by - February 19, 2017
Now on sale in several major markets around the world including Europe, the BMW 5 Series (G30) heralds the arrival of the new seventh generation and represents a whole new...
by - February 19, 2017
Just recently, it was speculated that a new Porsche Cayman GT4 RS is coming. There is no official confirmation yet from the German sports car maker, but the arrival of...
by - February 18, 2017
Will there be a BMW M4 CS? Apparently, there is a Club Sport version of the BMWM4 after it was sighted in California doing a shoot for a new commercial...
by - February 18, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries