Ford Authority

Ford Taurus Sales Decrease 25 Percent To 5,731 Units In Q1 2019

Ford Taurus sales decreased in the United States and in Korea during the first quarter of 2019.

Ford Taurus Sales - Q1 2019 - United States

In the United States, Ford Taurus deliveries totaled 5,731 units in Q1 2019, a decrease of about 25 percent compared to 7,647 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
TAURUS -25.06% 5,731 7,647

Ford Taurus Sales - Q1 2019 - South Korea

In South Korea, Ford Taurus deliveries totaled 23 units in Q1 2019, a decrease of about 57 percent compared to 54 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
TAURUS -57.41% 23 54

Competitive Sales Comparison

Ford Taurus sales performance placed it in sixth place in its competitive set during Q1 2019, behind the Dodge Charger in first place (see Dodge Charger sales) with 20,615 deliveries, Chevrolet Impala (see Chevrolet Impala sales) with 13,259 deliveries, third-place Nissan Maxima with 10,554 deliveries, Chrysler 300 in fourth (see Chrysler 300 sales) with 8,290 sales, and Toyota Avalon in fifth with 6,619 sales. Meanwhile, the now-discontinued Taurus managed to best the Kia Cadenza and VW CC, which have been discontinued for a longer time than the Ford offering.

At a 25 percent decline, Ford Taurus sales fell faster than the segment average during the quarter, which was about 21 percent. It’s also worth noting that Ford Taurus sales fell at a significantly higher rate than those of its crosstown rival – the Chevrolet Impala, whose sales fell a mere 6 percent during the same time frame.

Sales Numbers - Full-Size Mainstream Sedans - Q1 2019 - United States

MODEL Q1 19 / Q1 18 Q1 19 Q1 18 Q1 19 SHARE Q1 18 SHARE
DODGE CHARGER -3.06% 20,615 21,265 31% 26%
CHEVROLET IMPALA -5.74% 13,259 14,067 20% 17%
CHRYSLER 300 -36.19% 8,290 12,992 13% 16%
NISSAN MAXIMA -23.27% 10,554 13,754 16% 17%
TOYOTA AVALON -37.41% 6,619 10,576 10% 13%
FORD TAURUS -25.06% 5,731 7,647 9% 9%
KIA CADENZA -81.14% 411 2,179 1% 3%
VOLKSWAGEN CC -85.53% 22 152 0% 0%
TOTAL -20.73% 65,501 82,632
  • Nissan Maxima and Volkswagen CC (which is being replaced by the Arteon) are not full-size sedans, but rather midsize models with more premium content over the similarly-sized Nissan Altima and Volkswagen Passat, respectively. We included both in the report since both models carry similar pricing structures and purchase demographics to vehicles in the mainstream full-size sedan segment.

The Ford Taurus accounted for 9 percent segment share, a mere fraction of the 31 percent commanded by the Dodge Charger and the 20 percent commanded by the Chevrolet Impala.

The full-size mainstream sedan segment contracted 21 percent to 65,501 units in Q1 2019.

The Ford Authority Take

Ford Taurus sales continued to falter during the first quarter, most obviously as a result of its discontinuation. The final Ford Taurus rolled off the assembly line at the Ford Chicago Assembly plant on March 1, 2019. The model was reportedly unprofitable for Ford, a circumstance that only got worse with the ongoing change in consumer buying dynamics wherein buyers consistently prefer CUVs, SUVs, and pickup trucks over sedans.

That said, it is noteworthy that some automakers – namely, Toyota, FCA (the parent firm of Dodge and Chrysler) and Nissan are somehow able to continue offering cars in the full-size mainstream sedan segment, despite depressed and/or lower volumes. Meanwhile, Volkswagen is launching a replacement for the CC called Arteon, which has just hit the U.S. market following delays in EPA testing.

About The Numbers

  • All percent change figures compared to Ford Taurus Q1 2018 sales
  • In the United States, there were 76 selling days in Q1 2019 and 76 selling days in Q1 2018
  • South Korea sales figures reflect actual vehicle registrations rather than wholesales
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Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance. Frank's a real jokester, too.

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  1. James Stirk

    I have not seen a commercial for the Ford Taurus in 3 years. Do you think that might have something to do with lack of sales?

    1. Raymond Ramirez

      I have never seen an ad for the Tesla Model S, yet they are still being sold. The lack of sales is Ford’s fault.

    2. John Romanello

      I thought the same thing.I am really upset with ford for lack of support of the Taurus,which is their best model.I have a lincoln MKS with all wheel drive & a twin turbo,which received the same fate.

  2. Raymond Ramirez

    The imports keep selling full sized sedans because they are cheaper (in all the sense of that word). If GM and Ford abandon that market, the imports will increase prices as they have no domestic competition.

  3. Imports R Lame

    Imports are cheaper because they pay cheap wages and the profits go to Tokyo or Seoul or Berlin.

  4. Gordon Lehnert

    I am very sorry to see the end of the Taurus. I purchased a 2016 Taurus LTD and was very happy with it
    It had all the bells and whistles and was very comfortable with the full size car fee. I lost it in Hurricane Irma; flooded totaled. I couldn’t replace it with the ins . Even with gap ins. I replaced it and purchased a 2016 Fusion which is very nice but ot isn’t a Yaurus. I can only hope I can find a low milage one when the Fusion is paid off in 3 yrs. I miss my Taurus.


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