Yes, you read that headline correctly, the Ford Taurus (tortoise as I enjoy labeling it) is attempting to enter the luxury car circuit, though not by traditional methods.
Ford is a stealthy brand, and has taken advantage of the economic crisis to load up its Taurus models with a cornucopia of electronic gear and luxury amenities. The outcome? An onslaught of thrifty luxury shoppers who have actually traded in their BMW’s, Mercedes and other luxury cars in for a Taurus during the hard financial times. Edmunds reports that nearly 10 percent of trade-ins for the 2011 Taurus are from 10 luxury brands, including our beloved BMW’s, Mercedes, and Audis.
It seems that a segment of the affluent market did not want to be perceived as ostentatious during the crisis, but did not want to give up their beloved luxury gadgets either, including:
• Advanced navigation systems
• Superior audio systems
• Latest safety features
The luxury features found in the new Taurus cars are the same that you can find in the Mercedes-Benz E-Class or BMW 535-Series for around $15,000 to $20,000 less. Basically, drivers can enjoy interior luxury hidden beneath a less-than-attention-grabbing shell. A tortoise shell. This reminds me of a quote from the hit movie ‘Fight Club’, where Brad Pitt announces "Sticking feathers up your butt does not make you a chicken".
Unbelievably, one can obtain a Taurus turbocharged with a 365 horsepower engine for around $40,000. Please people! It is a Ford Taurus! This is like calling a VW Beetle a Benz. Just because Ford has been working hard to transform its turtle from standard rental-fleet trash to a comfortable and tech-loaded luxury sedan does not mean it is a luxury car. What is the auto world coming to?
Follow links to see what a true luxury rental car looks and feels like!
Post by Imagine Lifestyles Luxury Rentals