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.