Performance Car Buyers Are Demanding More Individuality

Ford learned a valuable lesson in designing its Taurus SHO performance sedan. When the vehicle was reintroduced in 2009 as a ’10 model, following a 10-year hiatus, the auto maker described it as a “sleeper” performance car; nearly the mirror image of the standard Taurus.

It didn’t take long for Ford to realize its mistake.

“We wanted to make sure we stayed true to the (Taurus’) original promise,” Amy Marentic, Ford group marketing manager, tells WardsAuto. “But after we launched, people asked for more (differentiation) on the exterior. We got a much different customer than we expected.”

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MBguy - 5/24/2012 12:37:00 AM

+1 Boost

Ummm... Don't automakers spend millions on market research, focus groups, test marketing (etc.) before they introduce a new car?

It's amazing that Ford could get something as basic as differentiating the exterior look on a premium model... so completely wrong.

But it happens, I guess.