Here’s Hoping that Ford is Doing the Right Thing
By: David Ray, www.hookedondriving
For: The Wheel
The Taurus SHO is a breakthrough platform for many excellent
engineering
features, and an example of how Ford has come a long way in improving
quality of materials, overall quality of construction, use of technology
and innovation. But I have questions about whether all of these good
things have yet to be used with the correct product strategy and
marketing. From the enthusiast’s perspective, it still seems like Ford
is not totally in touch with the market – or maybe I should say, a bit
behind the market, rather than leading the way. And vestiges of the
management approach that made the shrewd decision to drop the Taurus
might still be in place guiding the play calling...
The Taurus SHO is a very good car. With an all-aluminum, state of the
art, turbocharged V6 that is direct injected, the internal combustion
engine doesn’t get much more modern. At 360 bhp, and 350 ft/lbs of
torque, this powerplant zips the Taurus along at truly sport sedan
speeds with very brisk, smooth and rewarding acceleration. One
complaint, mentioned in our previous piece, is that the turbo lag, while
minimal on acceleration, has a tendency to not settle down quickly once
it’s spooled up. In other words – jump on the gas and you get a nice
push. Approaching a turn or downshift point, lift from full
acceleration, and the boosted V6 pushes you hard for another second or
so before it realizes you’re ready to slow. This can be accommodated
with familiarity, but it takes the crispness away from the driving style
that you’d like to employ.
The gearbox is just flat great. A six-speed automatic, which, in manual
mode, allows you to stir your own drink with paddle shifters, is very
rewarding and enhances that sport sedan feel while you’re motoring
aggressively. The all-wheel drive, unique to the SHO is also a boon to
performance. This car simply has too much power to even attempt going
front-wheel drive without massive torque steer. Even with the all-wheel
unit, I noticed just a hint of steering wheel tug upon acceleration, but
it was well within the acceptable category.
The suspension is pretty high tech as well, with coilovers in the rear,
and “sport-tuned” struts and rear facing L arms (this must have been a
major discovery – that A arms weren’t good enough?) up front. Translate
this to an excellent, taught suspension that was very pleasing in every
environment we sought out for the SHO. Ford did this well, as this is a
big (subliminal message here: TOO big) car, and they’ve tamed its girth
into a driveable package. We won’t call it fun, but will call it
satisfying and enjoyable to drive. This is a large sedan that is very
composed and will give a driver and four passengers a comfortable and
brisk ride anywhere they want to go.
The interior is a source of mixed feelings. This is where you can see
and feel Ford’s improving quality of materials, fit and finish. I see a
difference here over GM competitors. But there is something wrong. The
interior just seems to be over-designed and gives a sense of busyness
and bulk. The front door panels are just over-done. Think seventies
vintage Lincoln Mark IV. What’s worse is that this over design yields a
less friendly ergonomic package. Things look good, but aren’t where you
want them when you reach for them. I repeatedly rolled down the rear
window when I meant to bring down the front, and the door handle was
just out of reach when needed. I know, you’re not crying for this
intrepid reviewer, but it sometimes is a bit upsetting when it seems
that car design goes backwards. I thought we’d be past the point of
building from design sketches at the expense of utility. One major thank
you goes to the partnership between Ford and Sony on the “best we’ve
tested” radio/navigation package. With its combination of traditional
knobs and switches, and the easy to understand touch nav screen, they’ve
found a template to copied by others (BMW, please!!).
Having cheated and seen the commercial for the SHO that showed it
passing an Audi on the open road, my radar was out on this comparison.
I’ve spent a moment trying to find the Audi that was used in the
commercial, and I’ll speculate that it was the A6 V6 sedan. As the A6 is
an established, highly regarded sedan, I was quite skeptical about this
comparison. Certainly, the turbo-V6 of the SHO will blow the doors off
of the Audi base sedan. And, yes, even this base sedan from Germany is
up in the $50K + range, with the nav version of the SHO at $44K. So,
does this comparison hold water? Yes, but you know how complicated life
is…it’s not quite that simple. The SHO is 9 inches longer and 3 inches
wider than the Audi, and admittedly has more room in most dimensions.
The Ford has a huger trunk that the Audi. But in the end, it remains a
sporty sedan, and the Audi’s trunk is big enough, as is its interior.
Where I’m heading here, is that the Taurus is TOO big for the segment
that it wants to play in. Yes, from a value standpoint, you’d have to go
to the Audi A6 4.2V8 to get close to the performance of the SHO, and
the V8 Audi becomes a second mortgage inducing $62K! So, yes – the SHO
comes out very well in the comparison. But the twist here has to do with
the overall bulk of the Taurus body. This is a
BIG, TALL car – weighing in at a massive 4368 lbs, and stretching 202”
long. And yes, it is spacious, but not that much more spacious than the
Audi, which executes all of the same tasks very well also, with MUCH
less bulk (500 lbs less and 9” shorter). It’s almost like back in my
youth when I was trying to talk my Mom and Dad into buying a Saab
instead of an LTD. Admittedly, the LTD of today is a MUCH better built
car and stacks up to the foreigners much more respectably. But it’s
still an LTD (Taurus). I just don’t understand this platform. I know
consumers have become accustomed to sitting high, but the height and
girth of this car is out of character with that of a sport sedan.
This is where I end up concerned for our domestic manufacturer’s product
strategies. I hope I am 100% wrong on this subject, but this car
doesn’t seem to be a focused effort aimed at a specific market. It seems
to be a good exercise in engineering capabilities, possibly wasting the
credibility of a respected brand from the past (SHO), that could end up
falling into comparison with the Impala, Malibu, Fusion, Camry, or
Maxima, and coming out looking expensive – rather than stretching
upscale against the foreigners and looking like a great value. Is this a
lot of car for the money? Yes. Are Ford buyers ready to step up to the
$44K sedan? Sure hope so. Are import sedan buyers going to be tempted by
this high performance Taurus? That’s the billion dollar question. I
fear that many who are, upon close inspection, may detect a trace of
that LTD heritage and hesitate when confronted with the buying decision.
In the end, as is always the case in this competitive market, the
consumer will rule – and we hope that Ford has created a solid niche for
this really good car.
1 response so far ↓
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