By on November 30, 2010

Ford currently offers four vehicles with its EcoBoost-branded direct-injection, turbocharged V6: Taurus and Flex, and the Lincoln MKS and MKT. But what percentage of buyers do you think spends the $750 to $1,700 to upgrade to Ford’s engine technology of the future? Write down your guesses and hit the jump to see how close you were…

According to Edmunds [via AN [sub]]:

of all the 2010 Flex models sold through October, about 11.5 percent had the EcoBoost engine. The 2010 Taurus SHO, which offers the 3.5-liter V-6 EcoBoost, comprised 14.2 percent of all Taurus sales.

About 30 percent of all 2010 Lincoln MKS sedans were sold with EcoBoost, and about 46 percent of the 2010 MKT crossovers sold had EcoBoost.

Which isn’t bad when you consider that Edmunds estimates that only three percent of the cars sold in the US are turbocharged. In fact, achieving a higher take rate for EcoBoost may just be the best argument for the Lincoln brand. After all, as Dan Edmunds points out, Ford-branded EcoBoost offerings are always going to face a certain dilemma:

If you live in the Sun Belt states, you have to pay extra for awd and then pay for the EcoBoost on top of that. It’s a double whammy.

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14 Comments on “What Do You Think The EcoBoost Take Rate Is?...”

  • avatar

    50% of Taurus sales in 2009 were fleet.  If that held up this year the SHO would make nearly 30% of retail sales.
    Those percentages would be higher if you could still buy the good motor without $6-8,000 in extras wrapped around it.  It isn’t just AWD, it’s a whole cabin full of leather, memory mirrors, a less bad radio, power everything, and similar high markup non-mechanical fluff.

  • avatar

    46% of MKTs still isn’t very many vehicles at all.

  • avatar

    I guessed 10% (Taurus), 15% (Flex), 30% (MKS), 50% (MKT). Not bad!

  • avatar

    If it were a purely (or nearly) a la carte option, I’d say it’d be closer to 50% of non-fleet sales. Fleets will obviously err on the side of mechanical simplicity.
    One of the few cars I can think of with a true a la carte turbo option (beyond a basic four-pot) is the new Sonata. Most others, you end up with several thousand in other options, as aspade mentioned above.

  • avatar

    With the Taurus being such a high volume model, it’s amazing to me that fully 14% of them are sold as the SHO trim level.  I would have guessed more like 2 or 5%.  Sales are way down from the 90’s heyday, but at approximately 50,000 cars, that still means almost 7,000 Taurus SHO models hitting the road this year.  That’s awesome.

  • avatar

     When I see a Taurus, Flex or MKS, I check to see if they have the ecoboost.
    My experience tells me these numbers are optimistic!
    Very few have it.

    It’s mighty early, so we will see if this holds true for the Sonata as well.

    Is it not a fact that MOST models have this same upgrade percentage? Is it not the same SunBelt problem with the Audis as well?

    • 0 avatar

      Nationwide sales data doesn’t change based on your ad hoc “experience”. This story is based on reports of what has actually sold and is on the road nationwide. It’s not a projection and its not subject to revision based on your gut feeling.
      If 10,000 of each model have been sold you’d need to have recorded data on 370 examples of each model (sampled nationwide, not just in your local area) to get a statistically valid answer (95% confidence plus or minus 5%). I’m guessing you didn’t do that, so I’ll trust Edmunds data over your guess.

  • avatar

    My uncle leased his MKS with Ecoboost. Without it, the car just feels too slow.  I’m not suprised that 3/10 cars are sold with it because frankly, the car is too expensive for what you’re getting. You’re better off just buying an SHO Taurus.

  • avatar

    I want to know what appliance has an Ecoboost option for $750?
    It (senselessly) costs tjousands more on the Flex/Taurus, MKFlex/MKTaurus…it’s even a grand or two on the F-150.
    And while those percentages may sound impressive…all of the D3 vehicles listed above have had piss poor sales numbers.  The best selling model–Taurus–has sold at a slower rate than the equally bland/boring Five Hundred.
    My guess is that the take rate would have been much higher had Ford not lied when they said that Ecoboost was only going to cost the buyer $700 and that premium would be paid off within 2.5 years from the (non-existent) fuel savings.

    • 0 avatar

      Silvy, with your posts it’s difficult to choose which fallacious assertion to debunk first.
      Perhaps you can tell us which cars in its class outsell the Taurus? We’ll wait.
      Hint: there aren’t any.

  • avatar

    For standard sedans with engines over 2L, turbo is a poor option.  I believe the Fords have 2 turbos, a really poor option.  Better acceleration, more HP, poorer MPG, and potentially high cost to maintain.  I recently finished an overhaul on a Garrett T3/T3 83 MB 300 CDT.  Should be done every 100k for this car.   Hard to remove and install.  Two would be very expensive done by a shop.

  • avatar

    I wonder if the real reason why most full size luxury cars are offered with V8’s is because equipping them with a V6 or I4 would eat into their profitability?
    The low uptake for the Cadillac STS with Northstar V8 when offered the alternative Direct Injection V6 seems to point in that direction.

  • avatar

    Considering it is a top level trim, I would say the numbers are pretty good.  Since the engine isn’t offered lower levels, is anyone really surprised by these numbers?

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