Why was the Ford Taurus discontinued?

The Ford Taurus was discontinued in North America after the 2019 model year as Ford shifted its focus from aging full-size sedans to more popular SUVs and trucks, prioritizing higher-margin vehicles in a rapidly changing market.

In the broader context, Ford faced a steady decline in demand for large traditional sedans, rising competition from crossovers, and a strategic push to streamline its lineup and improve profitability. The Taurus, once a flagship family sedan, no longer fit Ford’s long-term product plan or the tastes of the majority of American buyers.

Market forces behind the decision

Several market dynamics converged to render the Taurus unviable in its North American form. Here are the principal factors that Ford cited or that industry data illustrate:

• Consumer preference shifted strongly toward sport-utility vehicles and crossovers, leaving large sedans with shrinking demand.


• High production and certification costs for a model with limited sales volume made it difficult to justify continued investment.


• Overlap within Ford's lineup with other, more profitable vehicles caused cannibalization and inefficiencies.


• A strategic pivot toward higher-margin, high-volume vehicles as part of Ford’s broader restructuring and modernization efforts.

In summary, the Taurus could not compete effectively in a market that rewarded SUVs and trucks, and Ford chose to allocate resources to models with stronger demand and margins.

Direct implications for Ford's sedan strategy

The retirement of the Taurus signaled a broader retrenchment from full-size and mid-size sedans in Ford’s North American portfolio, reinforcing the company’s emphasis on utility vehicles over traditional passenger cars.

What replaced or filled the gap in Ford's lineup

With the Taurus retired, Ford leaned into its SUV and truck offerings to meet consumer demand and profitability targets. The key shifts included:

• Increased emphasis on popular SUVs like the Ford Explorer, Edge, and Expedition as core family vehicles.


• Continued support for existing sedans only where profitable, with a general downsizing of the sedan lineup in North America.


• Broader industry trends toward electrification and crossover utility that influenced product planning and investment decisions.

The Taurus was not replaced by a single direct successor; instead, Ford redirected its lineup toward higher-demand, higher-margin segments and future-focused technologies.

Notes on markets outside North America

The Taurus nameplate has appeared in various markets over the years, but Ford’s global product strategy has varied by region. The North American discontinuation reflects a regional decision aligned with U.S. market trends, while other markets have pursued different model strategies.

Summary

Ford discontinued the Taurus in North America primarily due to a sustained decline in demand for large sedans and a strategic shift toward SUVs, crossovers, and higher-margin vehicles. The move aligned Ford’s product lineup with evolving consumer preferences and profitability goals, signaling a broader industry trend away from traditional full-size sedans toward versatile, high-demand utility vehicles.

What replaced the Taurus?

The Ford Five Hundred was the initial replacement for the Taurus after its first discontinuation in 2007. However, Ford later rebranded the Five Hundred as the Taurus in 2008, as it was considered a mistake to remove the popular nameplate. The Taurus was then discontinued a final time in 2019, with SUVs like the Explorer replacing it in the lineup. 
This video explains how the Taurus went from being Ford's bestseller to a forgotten icon: 1mMy Old CarYouTube · Nov 27, 2021

• Initial replacement: The Taurus was first replaced by the Ford Five Hundred in 2007. 
• Reintroduction of the name: The Five Hundred was quickly renamed the Taurus in 2008 when Ford CEO Alan Mulally decided the Taurus name was still valuable. 
• Final discontinuation: The Taurus was again discontinued in 2019, with Ford shifting focus to SUVs and trucks. The Explorer was a key vehicle that took its place in the lineup. 

You can watch this video to learn about the Ford Taurus X Eddie Bauer, a vehicle that was part of the Taurus's lineage: 32sShooting CarsYouTube · May 23, 2022

What year of Ford Taurus to avoid?

You should generally avoid the 2002, 2003, and 2005 model years due to common reliability issues, with the 2013 model year being a particular concern due to numerous recalls and reported problems like stalling and throttle body issues. Other years with reported issues include 1990-2007, 2012, and 2014 due to problems like oil leaks and engine issues. 
Problematic years to avoid

• 2013: This year is often cited as one with major issues, including multiple recalls and owner-reported problems such as stalling, poor acceleration, and problems with the electronic throttle body. 
• 2002, 2003, 2005: These years are flagged for having common problems, though the specifics vary between them. 
• 2012: This model has been subject to multiple recalls. 
• 1990-2007 and 2014: These years have been linked to issues with oil leaks from the engine oil pan gasket. 

Common problems to be aware of

• Oil leaks: A common problem across many years, particularly in the 1990-2007, 2012, and 2014 models. 
• Engine issues: This includes stalling, misfires, and problems with the electronic throttle body, especially in the 2013 model. 
• Recalls: Several model years, including 2012, 2013, and 2015, have been subject to multiple recalls. 

Will Ford ever make the Taurus again?

Yes, the Ford Taurus is being brought back, but it's currently only for the Middle Eastern and Chinese markets, and a new 2026 model is expected to be a midsize sedan. The Taurus was discontinued in North America in 2019, but the nameplate lives on in other regions as a hybrid sedan.
 

• Model: The new Taurus is a midsize sedan, and a hybrid version is available with a 2.0L turbocharged engine. 
• Discontinuation in North America: The Taurus was discontinued in North America in 2019, and there are currently no plans for it to return to the US market. 
• Availability: The new Taurus is available in the Middle East and is essentially the same car as the Mondeo sold in China. 
• Design: The new model features a modern design with a larger grille and Mustang-inspired headlights, and the interior has new materials and a refreshed layout. 

Is Ford making a 2026 Taurus?

The new 2026 Ford Taurus is available with the following engines: 2.0L turbocharged EcoBoost® engine with 239 hp – delivers strong performance and instant response with smooth driving suitable for daily use and demanding tasks.