Why did they stop making Ford Taurus?
In short, Ford stopped making the Taurus mainly because demand for full-size sedans fell as buyers shifted toward SUVs and crossovers, making continued production unprofitable. The move reflected Ford’s broader strategy to prioritize higher-margin crossovers, trucks, and electrified vehicles, while simplifying its lineup for a changing market. This article explains the factors behind the decision and what happened next for Ford’s catalog.
What happened to the Taurus?
The Taurus had been a staple of Ford’s lineup since its 1986 launch, known for offering spacious interiors and a family-friendly image. However, by the late 2010s, U.S. consumer preferences had shifted decisively toward sport-utility vehicles and crossovers, leaving large sedans with shrinking sales. Ford confirmed that the Taurus would be discontinued after the 2019 model year, ending a decades-long run in North America. The move was part of a broader downsizing of Ford’s sedan portfolio in favor of more popular body styles and better-margin vehicles.
Several factors converged to push Ford toward ending the Taurus. The following points summarize the main drivers of the decision.
- Market shift away from sedans toward SUVs and crossovers, driven by practicality, versatility, and fuel-economy improvements.
- Rising cost and risk of updating an aging Taurus platform to meet newer safety, emissions, and technology standards.
- Ford’s strategic pivot to crossovers, trucks, and electrified vehicles, prioritizing higher margins and a clearer product focus.
- Declining retail and fleet demand for large sedans, which reduced the business case for continued Taurus production.
Taken together, these dynamics explained why Ford wound down Taurus production with the 2019 model year and redirected resources to faster-growing segments.
What replaced it in Ford’s lineup?
Ford did not offer a direct successor to the Taurus. Instead, the company shifted its emphasis to crossovers and larger SUVs, which have become the core of Ford’s family-haul lineup. The Explorer, Edge, and Expedition became the primary spacious, versatile options for buyers who previously would have considered a Taurus. At the same time, Ford pushed forward with electrified and high-tech models like the Mustang Mach-E to capture growth in the EV segment.
To illustrate how Ford filled the gap left by the Taurus, consider these shifts.
- Relying on established crossovers and SUVs (Edge, Explorer, Expedition) for interior space and practicality.
- Expanding electrified offerings, notably the Mustang Mach-E, alongside hybrid variants in other models.
- Aiming for a streamlined sedan lineup, with no direct Taurus replacement and a focus on higher-demand body styles.
In short, Ford did not introduce a direct Taurus replacement; it redirected product development toward more popular body styles and future-oriented technology.
Regional status and current availability
In the United States and Canada, production of the Taurus ended after the 2019 model year, and Ford has not revived the name in North America since. The Taurus remains largely absent from Ford’s current global lineup, as the company concentrates on crossovers, trucks, and electrified vehicles. Outside North America, the Taurus has not reemerged as a major market product, reinforcing the brand’s pivot away from this segment.
Global footprint
Globally, Ford’s sedan strategy shifted over the years toward smaller cars or crossovers, with the Taurus nameplate rarely featured in modern product catalogs. The long-term strategy has prioritized versatile, high-demand models rather than a direct successor to the Taurus.
Used market and legacy
Today, used Ford Tauruses can still be found on car markets, especially older generations, but they are increasingly seen as legacy vehicles. Parts availability and maintenance are generally manageable through wide aftermarket support, though the cost of upkeep may rise for aging models. The Taurus’ legacy lives on in Ford’s ongoing emphasis on space and practicality through its current lineup of crossovers and SUVs.
Summary
The Ford Taurus was discontinued largely because consumer preference shifted away from large sedans toward crossovers and trucks, making the Taurus financially unattractive to continue. Ford’s broader strategy focused on higher-margin, in-demand vehicles and electrified options, rather than maintaining a legacy sedan. The last U.S. model year for the Taurus was 2019, and the nameplate has not been revived since. Today, Ford’s lineup emphasizes crossovers such as the Edge and Explorer, larger SUVs like the Expedition, and electrified offerings such as the Mustang Mach-E, reflecting the market realities that ended the Taurus era.
