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Ford's CEO Alan Mulally didn't understand way you would spend hundreds of millions of dollars and 20 years building a brand and then throw it And he has repeated said that it was a big mistake to drop the names and that he was considering bringing them back.
Taurus has been an icon for Ford's family sedan for more than two decades, and it's time to return this powerful name to where it belongs, said Mark Fields, Ford's President of The Americas, at the Chicago Auto Show. Consumer awareness of the Taurus name is double the Five Hundred that it's replacing, and awareness of Sable is triple that of Montego.
By giving these vehicles the names that consumers recognize at the same time we're making significant upgrades, we're confident that even more people are going to be attracted to these great products in the future, Fields added.