Ford Ads Position Refreshed Taurus Against Infiniti M45X, Lexus LS

Robert Farago
by Robert Farago

Ford’s taking a page out of its own history (and Hyundai’s playbook), positioning the refreshed Ford Taurus’ talents against significantly more expensive competition. According to The Detroit News, “In one spot, the Taurus and the $67,000 Infiniti M45X have their radar systems challenged by an obstacle course and a pair of aggressive drivers. It is designed to show the [$26k starting] Taurus’ blind-spot detection system, which the Infiniti doesn’t have.” Passive construction aside, props to Bryce G. Hoffman for getting Infiniti to play the dozens with The Blue Oval Boyz. “We’re flattered that Ford would pick us,” Infiniti spokesman Kyle Bazemore to the DetN. “But features don’t tell the whole story. The M45X is a world-class luxury sedan. Our entry-level Infiniti G beat the Taurus in a head-to-head test by” ZING! Point – counterpoint on Lexus after the jump.

In another spot, a Taurus and a $69,000 Lexus LS trail behind a gravel truck spilling its load to test each car’s paint quality.

“Only one aspect of the car is being featured and we’re not sure what the basis of any claims would be,” said Deborah Senior, Lexus corporate marketing manager. “The LS and the Taurus tend to appeal to different audiences so it will be interesting to see how the message resonates with consumers.”

Interesting, as in what do you call your wife’s dress when it’s hideous? Probably. Meanwhile, despite the head-to-head comparison, Ford says it’s not about . . . head-to-head comparisons.

Ford said the ads are not designed to win customers from the foreign luxury brands.

“Our goal is not to position this car as a luxury product,” said Matt Vandyke, U.S. marketing communications director for Ford. “We have very different customers…. They’re not looking for a badge. But they are people who absolutely want advanced technology.”

Absolutely positively? I jest. While the idea of a Taurus as a budget Infiniti or Lexus may have legs, one wonders where that leaves Lincoln.

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  • on Aug 02, 2009

    I think we will slowly see Ford quietly let Mercury die. They will not make noise about it, unless financial problems force its death publicly. This year we saw the Sable exit. Soon more.

  • PartsUnknown PartsUnknown on Aug 03, 2009

    FreedMike, Point of order - a 528i with leather, heated seats, navigation, HD radio, wood trim, sunroof, prices out at $49,200. Plus, a sweet-singin' I6, 6 speed manual and RWD are standard. The MK-whatever is not only not in the same league, it's playing a different sport.

  • Jdt65724922 How can a Chrysler E-Class ride better than a Chrysler Fifth Avenue?
  • Lorenzo This series is epic, but I now fear you'll never get to the gigantic Falcon/Dart/Nova comparison.
  • Chris P Bacon Ford and GM have decided that if you can't beat 'em, join 'em. Odds are Chrysler/Cerberus/FCA/Stellantis is next to join in. If any of the companies like Electrify America had been even close to Tesla in reliability, we wouldn't be here.
  • Inside Looking Out China will decide which EV charging protocol will become world wide standard.
  • Chris P Bacon I see no reference to Sweden or South Carolina. I hate to assume, but is this thing built in China? I can't help but wonder if EVs would be more affordable to the masses if they weren't all stuffed full of horsepower most drivers will never use. How much could the price be reduced if it had, say, 200hp. Combined with the instant torque of an EV, that really is plenty of power for the daily commuter, which is what this vehicle really is.