The newly created Do-Over and Do-Again (or Do-Do) Award was recently bestowed on the Ford Motor Company's (NYSE: F) Taurus sedan and Taurus X wagon. Christopher Jensen, who reviews cars for The New York Times, invented the not-quite-complimentary award just for the Taurus, in recognition of Ford's effort to recover from the missteps the company made introducing the Ford 500 in 2005. According to Jensen, "The Do-Do recognizes the automaker who tries the hardest to compensate for not having taken full advantage of the opportunity when originally introducing a vehicle."
Jensen has some nice things to say about the new Taurus, which is really a revised 500. It's roomy, comfortable, handles nicely and has lots of storage space. The problem is that Ford did not offer the current version of the car right off the bat. Jensen argues that if the 2008 Taurus had been the 2005 500, it might have been a great and popular car. But Ford blew it, rushing an inferior version to market, then paying the price with lackluster sales and now this confusing new/old name. In the meantime, competitors including Toyota Motor Corporation (NYSE: TM), Honda Motor Ltd. (NYSE: HMC) and General Motors Corporation (NYSE: GM) have produced new generation sedans that are at least as good if not better.
As Michael Fowlkes noted earlier this week, Ford saw a 21% decline in U.S. sales in September. The Taurus did even worse, selling 30% fewer cars than the 500 did a year ago. This is a shame, since by all reports the new Taurus is a solid car. The engineers did a good job designing it, and the auto workers do good work building it. The problem, I suspect, lies in poor planning at the corporate level. Years of neglecting cars in favor of SUVs is still hurting the American automakers, and perhaps Ford worst of all.
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