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Press Releases


39 PERCENT JUMP IN FORD TAURUS RESALE VALUE



After one year in service, the hot-selling 2010 Ford Taurus is commanding impressive results at auctions in the USA, posting an average 39 percent increase in resale value – or $7,100 – over the 2009 model. This is 54% higher than its equivalent Japanese competitor.

Key contributors to the residual value improvement are the design, quality, customer satisfaction and state-of-the-art technology offered with the 2010 Ford Taurus.

The huge leap reflects the strong appeal of Ford’s full-size sedan, according to Rose Peng, Manager, Global Lifecycle Analytics Department (GLAD).

“The successful product launch of the 2010 Ford Taurus coupled with the vehicle’s best-in-class quality, upscale design and state-of-the-art technology has resulted in a sharp improvement for the brand,” she said, adding that the resale value of the new Taurus after one year now surpasses that of many of its strongest competitors.

And Taurus ranks highest in its segment for initial quality, according to the J.D. Power and Associates 2010 Initial Quality Study (IQS). Steve Ling, Manager, Ford North American Car Marketing, adds that all of these improvements and strong word-of-mouth have resulted in strong retail sales.

In fact, the Ford brand has earned the highest Initial Quality ranking among all non-luxury brands in the 2010 latest J.D. Power and Associates Initial Quality Study (IQS) - with three of its models topping their respective segments. Ford also placed 12 of its models in the top three across various categories – the maximum for any brand this year.

The three segment toppers for Ford this year are Taurus in the Large Car segment, Focus in the Compact Car segment, and Mustang in Mid Size Sports category.

The Initial Quality Study serves as the industry benchmark for new-vehicle quality measured at 90 days of ownership. The study is used extensively by manufacturers worldwide to help them design and build better vehicles and by consumers to help them in their vehicle purchase decisions. Initial quality has been shown over the years to be an excellent predictor of long-term vehicle durability, which directly impacts consumer purchase decisions. The study captures problems experienced by owners in two distinct categories—design¬ related problems and defects and malfunctions.

“In the first half of 2010, Taurus retail sales were up 154 percent over the first half of 2009 while incentives were reduced by more than $1,600 per unit,” he said, noting that third-party sources have recognized the vehicle’s best-in-class levels of customer satisfaction and quality.

“When you talk about quality, it’s not just ‘Things Gone Wrong’ but ‘Things Gone Right,’” said Ling. “That’s very important because Things Gone Right are what attract customers to the showroom.”

In addition to an upscale new design, the 2010 Ford Taurus offers engaging driving dynamics and performance. The 2010 Ford Taurus has accumulated an impressive array of accolades since its launch last year, including Edmunds.com Technology Breakthrough Award, 2010 Best Redesigned Vehicle by kbb.com, International Car of the Year & 2010 Best Resale Value award in the full-size car category.

This exciting new large size sedan comes with a powerful Duratec 3.5-litre, 263 HP V6 engine, is a game changer in its segment in terms of styling, safety and luxury features. The engine is coupled with 6 Speed select shift automatic transmission to make a perfect powertrain.

The vehicle comes in two grades, SE and Limited Edition. The SE trim is equipped with features like six-way power driver seat, Cruise control, Sony audio system with 6 speakers , CD / MP3 player, Auto headlamps, Remote perimeter lighting as standard. Limited Series model comes with perforated leather seats, bigger 19” chrome clad alloy wheels, Dual Auto Air conditioner, Ambient lighting, 6CD/MP3 player with additional centre speaker and amplifier, Electrochromic inner mirror with microphone, 10 way power driver & passenger seats with driver seat memory function, Heated power outer mirrors with puddle lamp and memory function, Reverse sensing system, Leather steering wheel with mounted controls, SYNC entertainment system (powered by Microsoft) and 6-speed auto transmission with paddle activation.

There’s more too: Ford offers a number of technologies on the Taurus that are definitely exclusive. Starting with ‘MyKey™.’ MyKey is an easily programmable system that can limit the car’s top speed to 80 mph, and/or limit the stereo's volume up to 44 percent of maximum, and set a series of sustaining chimes if the seat seatbelts aren't in use. The MyKey system can also permanently enable the traction control system and set chimes for when the car reaches 45, 55 or 65 mph. So what’s the purpose? Think young drivers. It’s a clever way for the safety-conscious parents to limit certain aspects of motoring and simultaneously ensure that specific rules are being followed.

Now, with the Ford’s ‘Quality Plus Offer’, owning a Ford Taurus has now become very easy with a host of unique benefits which include 3 Years / 64,000 Kms Service, Parts & Maintenance package, Free high value gifts, very attractive installment deals, and 6 years unlimited mileage protection, 24-Hours roadside assistance, best value on your used car in addition to the chance to win an all-new 2.5L Fusion through Ford’s grand raffle.

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 159,000 employees and about 70 plants worldwide, the company’s automotive brands include Ford, Lincoln and Mercury. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com.

Ford vehicles are marketed in the Sultanate by Arabian Car Marketing, a part of the renowned Saud Bahwan Group, with Service and Parts network that stretches across the Sultanate, over 98% parts availability - and Ford Privilege Card – which provides 24 hours On-road assistance from AAA, Oman’s premier On-road Assistance Service Providers.
 

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