Topic: 2010 Ford Taurus SHO; Day 1

[ArticSteve]

According to the NADA report, the top-10 depreciating three-year old vehicle models in calendar year 2007 were:

Make                   Model          Annual Depreciation
Jaguar                   XJ8                   25%
Mercedes-Benz       CL-Class             22%
Kia                       Rio                     22%
Audi                      A8                     21%
Lexus                    LS                     21%
Suzuki                   Verona               21%
Volvo                    C70                    20%
Hyundai                 Accent               20%
Audi                      A4                     20%
Audi                      A6                     20%

Wow.  A nearly 3 year old report.  Lots of good that does us!  By the way, were there many SHOs sold in 2007?   

Ya, a most useless list.  Lexus LS, Accent and Rio comparo 

[Erik]

Looks like the last time they released one was 2008 - That was the 2007 list. So really, it is less than 2 years old.

[Erik]

Who the heck is really going to be cross shopping a Taurus SHO with a 335ix?

[my two cents]

Ford completely missed the mark with the SHO.  It is overpriced by about $25K. 

[Sir Osis of Liver]

Ford completely missed the mark with the SHO.  It is overpriced by about $25K. 

Which other 365hp, twin turbo, awd, full sized sedan are you comparing it with to come to that conclusion?

[Dante]

The only other direct and realistic competitors for the SHO are Genesis V8 and 300C AWD. What other mainstream, full-size, 350+ hp sedans are out there?
How does this car compare price wise with these other cars when similarly equipped?

EDIT: They are all around $50K MRSP.

[MRP]

A better equipped Taurus SHO is available in the States for ten thousand dollars less. There is a less expensive model available. It is a NAFTA car. Our dollar is at ninety seven cents. What is Ford thinking pricing this car like that in Canada? My vacation this year might involve burying this in Kentucky.

[sailor723]

Good point. I used the "build" feature on the US Ford site and the SHO ranges from 38K base to 40,850 when you tick every option box. At those kind of price points the car starts to make a lot more sense if you are into this type of vehicle.

(As a bonus I believe the full warranty is honoured by Ford Canada on US imports.)

[CanuckG35]

I don't think this car is overpriced.  It's expensive for sure but so are lots of other cars in Canada.

A fully loaded Lexus IS250 with 204hp and interior space for little people only is about 50K, A loaded V6 TSX is in the mid 40s, Even the V6 Genesis base model starts at 39K or so.  Just because it has a Ford badge on the front it seems too pricey.  

Just becuase Lexus and Acura have some stupid pricing on their MID SIZED cars doesn't excuse the SHO price. Both those cars (the TSX in particular) are redicously overpriced. The TSX is 200 less than a freakn TL for goodness sake. An IS350 with the v8 os 45k.

The IS350 does not offer a V8.

[Roy]

The SHO makes up 20% of US sales of the Taurus, IIRC that's about double the expected take rate. 54% of SHO sales are conquest sales too compared to 44% for the regular Taurus. I can't see where the price is really hindering sales in the US at least.

US data is not very comparable with the Cdn market, b/c: (1) different MSRPs after dollar value adjustments; (2) different trim levels offered in the 2 markets which further affects (1); (3) some differences in market demand for paticular vehicles, and (4) differences in proprotional net household income levels.

Good point about the US though - that market really leads the Cdn market so if it works down there what happens in Canada overall for a low production vehicle is not largely significant.  Still I wonder why Ford Canada set the MSRP so high relative to the competition up here?

I do like the sleak yet muscular look of the vehicle - it actually sorta reminds me of a 'trim' bull - ok maybe I'm stretching it for the nameplate, but I do think it is has the best design, exterior and interior, of the big 3.  Love the twin turbo 6 + awd and would like to take it on the road to see what it is like.  Oop - did I just contradict my earlier no-step-in-the dealer-showroom comment?

[Anonymous Coward]

So lemme get this straight:

Taurus SHO: $51,300 (as tested)
Audi S4: $52,500
BMW 335i xDrive: $52,000

Who said earlier that no one would cross shop a SHO with a BMW? Obviously Ford thinks that people do, hence their pricing strategy. Or pricing idiocy.

For the extra $700, I think I'll take the BMW's superior handling, acceleration, lighter weight/tossability, and overall refinement & driving fun.

[tpl]

Good luck in finding a $52K  335xi.   I suspect that it gets to $60K real quick for one you'd see at a dealer.

Metallic and Automatic + probably the Msport package or navi will do it.

[Dante]

It seems to be hard to understand for some that there are people out there that like BIG cars, BIG engines, luxury features, etc. and they are ready to pay the price for it.
I challenge you to do a line-by-line features/specs comparison between let's say the SHO and any luxury vehicle at the same price point and analyze the results.

I'm not defending the SHO price, but the idea that once a mainstream manufacturer reaches a luxury price point, they don't make sense anymore, failing to take a look at what you are getting for the money.

In both SHO and Genesis V8 case, you are getting a very comprehensive, high-end luxury feature set not a luxury car. The feature set is just a part of a luxury car IMO.

[CanuckG35]

Good luck in finding a $52K  335xi.   I suspect that it gets to $60K real quick for one you'd see at a dealer.

Metallic and Automatic + probably the Msport package or navi will do it.

Exactly.  Sames goes with S4 as well.  Go equip a 335xi or an S4 comparably with the SHO and see if the prices are still in the low $50k range.  Not gonna happen.  Personally I'd take an S4 over a SHO any day, but I'd be paying a premium for it.  While this is an expensive Ford, the price is certainly not out of line when comparing it to other vehicles similarly equipped.  

[Shnak]

In both SHO and Genesis V8 case, you are getting a very comprehensive, high-end luxury feature set not a luxury car. The feature set is just a part of a luxury car IMO.

Other than luxury features, what else makes up for a luxury car?

[pcurve]

I think the main problem people that people have here is this:

Underneath all the gizmos, this $51k car is engineered to a $30k price point.  For example, if you spend $32k US on a loaded Accord, it will feel and drive cheaper than a $32k US stripper 328i, even though they cost the same.  Because Accord is engineered and designed to be profitable at even $19k, while BMW is not.

If Ford came up with a $51k car that was engineered to a $45k price point (rather than $30k), then it would show, and people wouldn't be as critical of Ford's pricing.

Genesis is engineered to a much higher price point, so people still think $37,000 US (with couple of options) as bargain, because underlying the $37,000 car, you have a car that is engineered to $33,000 price point, instead of $24,000 US like Taurus.

[wing]

In both SHO and Genesis V8 case, you are getting a very comprehensive, high-end luxury feature set not a luxury car. The feature set is just a part of a luxury car IMO.

Other than luxury features, what else makes up for a luxury car?

Power, quietness, smoothness, ease of ingress / egress, space, comfort.

[Dante]

In both SHO and Genesis V8 case, you are getting a very comprehensive, high-end luxury feature set not a luxury car. The feature set is just a part of a luxury car IMO.

Other than luxury features, what else makes up for a luxury car?

Power, quietness, smoothness, ease of ingress / egress, space, comfort.

I would add materials quality (in/out), attention to finishing details (in/out), brand equity, buy/service experience, craftsmanship...

[Dante]

Underneath all the gizmos, this $51k car is engineered to a $30k price point.  

How did you determine that? Based on the starting MSRP for the base Taurus?
If so, by the same token, the BMW 3 Series is engeineed at $35K price point, but a fully loaded 335xi can go as high as $65K so what a hell is BMW thinking, right?

Just curious ....

[Feds]

While $50k is not cheap, Ford seems to be selling a LOT of flex's in that price range.  There are also a lot of XLT-Lariat-Eddie Bauer-Harley Davidson trucks that show people have no issue paying big dollars for a Blue Oval.

And that's how I see this car: Big, comfortable AWD transport for people who don't want to lug around an excursion/expedition/explorer.  As SUV's are becoming unpopular in a social sense, it makes sense to me that people would look at a big comfy car to replace their big comfy truck.

Don't forget that this is a volvo platform, so the guts certainly have luxury car credentials.  The other niche I see this car filling is for someone who wants a luxury car, but doesn't want to be seen as a badge snob, or wants to roll incognito.  Not everyone wants to shout about how much money they have.