Ford’s flagship sedan in line for upgrades

The flagship full-size sedan for Ford Motor Co. is getting a makeover.
Ford unveiled its 2013 Ford Taurus and Taurus SHO on Wednesday at the New York International Auto Show.
The Dearborn, Mich.-based automaker said the Chicago-built car will sport more technology, an enhanced design and sharper maneuverability. The current models of the Taurus and Taurus SHO are produced at the Chicago Assembly Plant on the city’s Far South Side.
“We have significantly upgraded Ford’s flagship sedan through obsessive attention to detail,” said Mark Fields, Ford’s president of The Americas, in a news release. “The new Taurus builds on the transformation we achieved in the 2010 model. Delivering so many upgrades so soon further underscores Ford’s leadership and commitment to delivering high-quality, fuel-efficient cars for our customers.”
Pei-Wen Hsu, Ford’s marketing manager for the Taurus, said about 38,000 Tauruses were sold in the U.S. last year, which is up about 65 percent from a year earlier. Nearly 8,500 units have been sold through the first quarter, and Hsu said the company is optimistic about the Taurus’ sales momentum through 2011.
“When you have a great vehicle, there’s always potential to grow,” Hsu said.
The new Taurus will have a highway fuel economy of at least 31 mpg compared to 28 mpg from the 2011 model. Hsu said the miles per gallon figure makes the Taurus best in class, according to available vehicle production data.
The changes made to the Taurus were based on reviews of what customers wanted in the car, Hsu said. Additions include MyFord Touch to aid the use of technology in the car, interior cabin upgrades, and improved airbag restraints so the force of the bag’s deployment is tailored to an occupant’s size, position and seat belt status.
Hsu said the 2013 Taurus SHO has more differentiation from the Taurus model, which is something owners of the current SHO model said they wanted.
Ford began producing the Taurus in 1985, and more than 7 million cars have been made.
Hsu said the new models will be available in spring 2012, and the company is expected to begin production before that time.
The manufacturer’s suggested retail price for the 2011 model was $25,995. Pricing for the 2013 model wasn’t available Wednesday.

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