Say goodbye to the Taurus, Ford's '80s savior

It was a hit in market research tests, and sales beat expectations, said Sam Pack, owner of three Dallas-area Ford dealerships who took part in Taurus research.

The car's sales remained strong until it got a makeover in 1996. Although the second version sold well, it never matched the original's numbers.

Still, company officials said the Taurus restored Ford's reputation for quality.

Frank Ribezzo, a lawyer in North Smithfield, R.I., is selling a 1997 Taurus for $950 after running up 210,000 miles. It's his third Taurus, with the first two going over 220,000 miles.

Ribezzo said he buys them used because they don't cost much and, save for the transmissions, they're reliable.

Les Jorgensen / Time Life Pictures via Getty Ima Silver 1992 Ford Taurus.

"As far as used cars, their value just goes to hell in a hand basket in a couple of years. But they run," Ribezzo said.

In the late 1990s, the Taurus became symptomatic of Ford's current ills. The company focused on high-profit trucks and sport utility vehicles, leaving the car almost unchanged for 10 years with little advertising support. In the meantime, competitors had copied the Taurus and refined their models, and the Taurus eventually became solely a rental car and fleet vehicle.

"It didn't keep pace. That's the whole story in four words," said Pitcoff.

Ford, left with few desirable cars, was caught flat-footed this year when consumer tastes shifted away from trucks. Sales have dropped 8.6 percent through September, and the company lost $1.4 billion in the first half of the year.

Withering on the vine
"They put no money into that product for the last several years," Telnack said of the Taurus. "They just let it wither on the vine. It's criminal. The car had a great reputation, a good name. I don't understand what they were waiting for."

The lack of attention to the Taurus has angered workers at the assembly plant in Hapeville, Ga.

Earle Chafim, a 22-year electrician who repairs welding robots, said workers met company goals, yet Ford still decided to shutter the plant.

"The biggest part I hate is we got the No. 1-selling car in the company, we won so many awards for being No. 1, it's a shame. We're still outselling other cars, and we're not even taking orders anymore," he said.

Ray Daniels, a 33-year company veteran, blamed Ford for not updating the Taurus and keeping the name.

"If they'd kept the name, we'd still be here," he said.

Mark Fields, Ford's president of the Americas, said he, too, can't understand how the company strayed so far from the Taurus. He wasn't with Ford when those decisions were made, but said he knows well that Ford's 1980s turnaround was led by appealing products, something he's trying to duplicate now.

"We are very, very focused on what customers want," he said.

When the lights go out on the last Taurus in Hapeville next week, there won't be any ceremony.

"It's not a reason for celebration," said plant manager Dale Wishnousky, proudly adding that workers raised quality levels since Ford announced the plant closure. "There will certainly be tears shed. There's already been tears shed."

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