Vellum Venom Vignette: Ford Taurus X "LITIMED"

Sajeev Mehta
by Sajeev Mehta

TTAC Commentator SupremeBrougham starts us off:

Hi Sajeev,

I found this jem at my local Ford dealer the other day and I thought I’d share it with you so you can share it with the others. It’s a real one of a kind!!!

Sajeev brings it home:

What’s in a name? Let’s first marinate on the irony of someone named “Supreme Brougham”, one of the most imagery-evoking trim levels in automotive history, pointing out the fallibility of the bland “Limited” trim designation. Well then!

I was quite thrilled to see both the Taurus and the Taurus Wagon (i.e. X) come back to market, yet that thrill was short lived. The Taurus’ unique American value (and style, love it or leave it) faded almost the moment Ford installed the typical stick-on floating chrome emblems. First in 2000, then in 2008. But I will spare you my thoughts on how and why I came to that conclusion. Let’s stick (get it?) with the little chrome bits: new age emblems that are too easy to deviate from the original design.

And there you have it: this hunk of dealer inventory enjoyed a quick re-spray for reasons unknown, complete with incorrect emblem adhesion. It’s physically impossible for this to happen at the factory, anyone who’s been on a tour of one know what I’m talking about. So why make these badges? Why not make the ones from yesteryear…over a decade ago?

I personally liked the one piece, somewhat stylish, script writing of the GEN III Taurus, or the original hunk of Taurean goodness. Badges that can’t be screwed up are important, we need to bring them back. Don’t believe me? Have a look at the difficult-to-deface Lexus emblem.

Best and Brightest: your thoughts?

Sajeev Mehta
Sajeev Mehta

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  • Skink Skink on Jul 10, 2012

    Not only was the person who attached those letters illiterate, but he/she was likely astigmatic, judging by how crookedly they were attached.

  • MadHungarian MadHungarian on Jul 21, 2012

    LITIMED? Is that a law firm that specializes in malpractice cases?

  • Ajla On the Mach-E, I still don't like it but my understanding is that it helps allow Ford to continue offering a V8 in the Mustang and F-150. Considering Dodge and Ram jumped off a cliff into 6-cylinder land there's probably some credibility to that story.
  • Ajla If I was Ford I would just troll Stellantis at all times.
  • Ronin It's one thing to stay tried and true to loyal past customers; you'll ensure a stream of revenue from your installed base- maybe every several years or so.It's another to attract net-new customers, who are dazzled by so many other attractive offerings that have more cargo capacity than that high-floored 4-Runner bed, and are not so scrunched in scrunchy front seats.Like with the FJ Cruiser: don't bother to update it, thereby saving money while explaining customers like it that way, all the way into oblivion. Not recognizing some customers like to actually have right rear visibility in their SUVs.
  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
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