Why did Ford get rid of the Taurus?
Ford discontinued the Taurus in North America in 2019 due to a sharp decline in sedan demand and a strategic pivot toward SUVs and trucks, coupled with the costs of updating an aging platform and overlapping models in Ford’s lineup.
Context and history
The Taurus long stood as Ford’s flagship mid-size sedan, a symbol of the brand’s pivot to modern, family-oriented cars after its debut in 1986. It helped redefine American mid-size market standards in the 1990s, but buyer preferences shifted dramatically in the 2010s toward crossovers and SUVs. As the Taurus aged, it faced growing competition from improved rivals and rising expectations for advanced technology and safety features, demands that would require substantial investment. By the late 2010s, Ford’s strategic focus had shifted away from traditional sedans toward higher-margin SUVs, trucks, and commercial vehicles.
Driving factors behind the decision
Several intertwined forces pushed Ford to retire the Taurus from its core US market. The following list highlights the primary considerations.
- Declining demand for traditional mid-size sedans in the United States, especially among mainstream buyers.
- Swift growth in SUVs and crossovers delivering stronger margins and broader consumer appeal.
- Profitability pressures and the cost of refreshing an aging Taurus platform to meet modern safety and technology standards.
- Overlap with other Ford models (such as the Fusion, Edge, and Explorer) leading to internal competition and inefficiencies in the lineup.
- A strategic portfolio realignment under Ford’s plan to emphasize high-demand, high-volume vehicles over broad sedans.
Taken together, these factors made continued investment in the Taurus impractical relative to Ford’s long-term goals and profitability targets.
Aftermath: what happened next
Following the decision, Ford wound down Taurus production in North America in 2019 and redirected development resources toward its expanding SUV and pickup lineup, including the Explorer, Edge, and Escape. The Taurus name did not receive a direct replacement in Ford’s US sedan lineup, reflecting the broader market shift away from traditional passenger cars toward utility vehicles.
Global status
Beyond the United States, Ford gradually phased out the Taurus name in many markets as part of a global move toward crossovers and trucks. While the Taurus once enjoyed a global footprint, Ford’s 2020s product strategy largely sidelined traditional sedans in favor of higher-demand utility vehicles, reducing the likelihood of a Taurus resurgence anywhere outside limited legacy markets.
- In major markets, the Taurus was replaced or retired in favor of other Ford sedans or preferred crossovers.
- The global emphasis shifted toward SUVs and trucks, narrowing opportunities for a Taurus revival.
In short, Ford’s modernization of its global lineup and the industry-wide swing to utility vehicles led to the retirement of the Taurus badge, marking the end of an era for a once-iconic Ford sedan.
Summary
The Taurus was retired primarily due to a persistent decline in sedan demand, a strategic push toward SUVs and trucks, and the rising costs of keeping an aging platform competitive. This shift mirrored broader industry trends and Ford’s focus on profitability and volume. As of today, the Taurus badge is largely retired from Ford’s global lineup, underscoring the company’s move away from traditional mid-size sedans toward more in-demand crossovers and utility vehicles.
Why did Ford discontinue the Taurus?
In the late 1990s and early 2000s, sales of the Taurus declined as it lost market share to Japanese mid-size sedans and as Ford shifted resources towards developing SUVs. The Taurus was withdrawn after the 2007 model year, with production ending on October 27, 2006.
Does Ford still make the Taurus for police?
The 2019 model year will be the final model for the Taurus and the P.I. sedan. Ford will continue to sell the Fusion and its hybrid police sedans for "a still-to-be-determined period of time," said Steve Tyler, Ford's police brand marketing manager.
What replaced the Taurus?
The Ford Taurus was replaced by the Ford Five Hundred in 2005, which was then renamed back to the Taurus in 2007 after a redesign. The Taurus was eventually discontinued in the U.S. for the 2019 model year, with Ford shifting focus to trucks and SUVs, and production ending on March 1, 2019.
You can watch this video to learn about the history of the Ford Taurus and why it was discontinued: 1mMy Old CarYouTube · Nov 27, 2021
- Initial replacement: The Ford Five Hundred was introduced as the Taurus's replacement for the 2005 model year, while the Taurus station wagon was replaced by the Ford Freestyle.
- Taurus revival: The Five Hundred struggled in the market, leading to the decision to rename it back to the Taurus for the 2008 model year after an updated design. The Freestyle wagon was also renamed the Ford Taurus X.
- Final discontinuation: The Taurus was discontinued in the U.S. for the 2019 model year. The last one was produced on March 1, 2019. Ford's decision was part of a larger shift to focus on more profitable SUVs and trucks rather than cars.
This video discusses the impact of the Ford Taurus and its legacy in the automotive industry: 47sBrakeDownMediaYouTube · Dec 14, 2024
Is Ford going to bring back the Taurus?
Yes, Ford is bringing back a new version of the Taurus, but it will be sold in markets outside of North America, such as the Middle East. The 2026 model will be a new generation with updated styling, a hybrid powertrain option, and a larger infotainment screen.
- New model: A new generation of the Taurus was teased in late 2025 and is slated for a 2026 debut.
- Market: The 2026 Taurus will be produced for markets outside the United States, including the Middle East.
- Features: The updated model will feature a new design with Mustang-inspired headlights, a redesigned interior, and a hybrid powertrain option.
- Not for the US: There are no plans for the new Taurus to be sold in North America, as Ford has shifted its focus to SUVs and trucks in the US market.
