Ford Resurrects Twenty-Year-Old Taurus Brand

08 February 2007

DEARBORN, Michigan: Ford Motor Company's famed market-leading Taurus brand - originally a product of Ford Germany, introduced stateside in December 1985 and phased-out ten years later - is reportedly set for relaunch at next year's Detroit Motor Show.

Unlike the trendsetting original, the latest Taurus model will be little more than a radiator badge, an attempt to confer a new lease of life on the automaker's lot-clogging Ford Five Hundred sedan.

Also due for a badge-lift is sibling brand, the Mercury Montego, set to be rechristened with the name of another veteran Ford auto, Sable.

Ford spokeswoman Sara Tatchio was coy about plans to revive the Taurus name. "[It] has been an outstanding one for us," she said. "There's been a whole lot of buzz about it since Alan [Mulally - Ford's new ceo] mentioned also liking the name."

Data sourced from New York Times; additional content by WARC staff