Ford Taurus Sales Total 769 Units In Q4 2019

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Ford Taurus sales decreased in the United States and South Korea in the fourth quarter of 2019.

Ford Taurus Sales - Q4 2019 - United States

In the United States, Ford Taurus deliveries totaled 769 units in Q4 2019, a decrease of about 89 percent compared to 6,988 units sold in Q4 2018.

During the complete 2019 calendar year, Taurus sales decreased about 65 percent to 9,924 units.
MODEL Q4 2019 / Q4 2018 Q4 2019 Q4 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
TAURUS -89.00% 769 6,988 -65.43% 9,924 28,706

Ford Taurus Sales - Q4 2019 - South Korea

In South Korea, Ford Taurus deliveries totaled 0 units in Q4 2019, a decrease of about 100 percent compared to 80 units sold in Q4 2018.

During the complete 2019 calendar year, Taurus sales decreased about 90 percent to 23 units.
MODEL Q4 2019 / Q4 2018 Q4 2019 Q4 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
TAURUS -100.00% 0 80 -89.78% 23 225

Competitive Sales Comparison

Ford Taurus sales performance places the nameplate in seventh place in its competitive set during Q4 2019, behind the Dodge Charger in first place, the Chevrolet Impala in second, Nissan Maxima in third, Toyota Avalon in fourth, Chrysler 300 in fifth and the new Volkswagen Arteon in sixth. The Taurus did outsell the now-discontinued Kia Cadenza and Volkswagen CC.

Sales Numbers - Full-Size Mainstream Sedans - Q4 2019 - United States

MODEL Q4 19 / Q4 18 Q4 19 Q4 18 Q4 19 SHARE Q4 18 SHARE YTD 19 / YTD 18 YTD 19 YTD 18
DODGE CHARGER +23.48% 25,829 20,918 45% 30% +20.83% 96,935 80,226
CHEVROLET IMPALA -24.27% 9,545 12,604 17% 18% -20.47% 44,978 56,556
NISSAN MAXIMA -16.53% 8,877 10,635 15% 15% -17.15% 35,076 42,337
TOYOTA AVALON -23.27% 5,314 6,926 9% 10% -17.31% 27,767 33,580
CHRYSLER 300 -54.15% 5,520 12,038 10% 17% -37.30% 29,213 46,593
VOLKSWAGEN ARTEON * 966 * 2% 0% * 2,449 0
FORD TAURUS -89.00% 769 6,988 1% 10% -65.43% 9,924 28,706
KIA CADENZA +3.24% 574 556 1% 1% -63.83% 1,630 4,507
VOLKSWAGEN CC -82.61% 8 46 0% 0% -87.25% 58 455
TOTAL -18.82% 57,402 70,711 -15.34% 248,030 292,960
  • Nissan Maxima and Volkswagen Arteon are not full-size sedans, but rather midsize sedans with more premium content compared to 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.

From a segment share standpoint, the Ford Taurus accounted for 1 percent share.

The full-size mainstream sedan segment contracted 19 percent to 57,402 units in Q4 2019.

The Ford Authority Take

Ford Taurus sales continued to decline, which is no surprise given that the model was discontinued in March 2019. As such, the sales recorded in Q4 2019 likely represent some of the last units to be produced. In addition, the segment’s 19 percent contraction seems to underscore why Ford decided to exit the full-size mainstream sedan segment in the first place, while focusing on CUVs/SUVs and pickup trucks.

But despite the dwindling sales volumes, some automakers – namely, Toyota, FCA (the parent firm of Dodge and Chrysler), Nissan and VW are continuing to invest in vehicles in this space. For instance, Volkswagen has recently launched a replacement for the CC called Arteon.Meanwhile,

It’s worth noting that Dodge continues to outperform the segment with its Charger, which is the only sporty offering in the space. The Charger also happens to command almost half of the segment sales volume. Perhaps that should lend some clues about customer preferences in the segment, with one theory being that there is a sizable chunk of customers not switching to crossovers. Instead, they are electing sporty four-door sedans like the Charger, rather than a comfort-oriented offering like the Taurus. However, Charger sales are being distorted by orders from the police and rental car agencies.

About The Numbers

  • All percent change figures compared to Ford Taurus sales in Q4 2018, unless noted otherwise
  • In the United States, there were 78 selling days in Q4 2019 and 77 selling days in Q4 2018
  • South Korea sales figures reflect actual vehicle registrations rather than wholesales
Ford Motor Company Q4 2019 sales reports:
  • U.S. Ford Motor Company Q4 2019 sales results:
    • U.S. Ford Q4 2019 sales results (Ford brand)
    • U.S. Lincoln Q4 2019 sales results
  • Ford Motor Company Brazil Q4 2019 sales results:
  • Ford Motor Company Korea Q4 2019 sales results:
  • Ford Motor Company Mexico Q4 2019 sales results:
    • Ford Motor Company Mexico October 2019 sales results:
      • Ford Mexico October 2019 sales results
      • Lincoln Mexico October 2019 sales results
    • Ford Motor Company Mexico November 2019 sales results:
      • Ford Mexico November 2019 sales results
      • Lincoln Mexico November 2019 sales results
    • Ford Motor Company Mexico December 2019 sales results:
      • Ford Mexico December 2019 sales results
      • Lincoln Mexico December 2019 sales results

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Written by Alex Luft

Ford Authority founder with a passion for global automotive business strategy.

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