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OCT 2007

Taurus flop turns spotlight on need for new marketing strategies

DETROIT AUTOMAKERS TARGET TOYOTA

Detroit Free Press, October 12, 2007 — When Ford Motor Co. CEO Alan Mulally decided to bring back the Taurus name on a redesigned version of the Five Hundred, experts say, it was a grand opportunity for Ford marketers to revive a well-known brand name that had been a best-seller in its heyday.

But nearly four months later, the Taurus launch clearly missed its mark, industry experts and several dealers told the Free Press. They all blamed a misdirected advertising campaign by the company's marketing department, which is being revived with new leadership.

Categories: Brand Strategy, Marketing Strategy, Brand Blunders
Tags: Ford, Launch Strategy

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