Ford Taurus sales decreased in the United States and in Korea during the first quarter of 2019.
| MODEL | Q1 2019 / Q1 2018 | Q1 2019 | Q1 2018 |
|---|---|---|---|
| TAURUS | -25.06% | 5,731 | 7,647 |
| MODEL | Q1 2019 / Q1 2018 | Q1 2019 | Q1 2018 |
|---|---|---|---|
| TAURUS | -57.41% | 23 | 54 |
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.
| 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 |
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.
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.
Expanding that lineup yet again.
A way to potentially help avoid obstructions in wet weather.
Increasing a bit compared to the past couple of quarters.
A massive project, but one certainly worth undertaking.
Most companies are transitioning workers back to the office, too.
While the overall market posted a sharp increase in issues.
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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?
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.
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.
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.
Imports are cheaper because they pay cheap wages and the profits go to Tokyo or Seoul or Berlin.
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.