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 857 units in Q4 2019, a decrease of about 88 percent compared to 6,988 units sold in Q4 2018.During the complete 2019 calendar year, Taurus sales decreased about 53 percent to 13,351 units.
| MODEL | Q4 2019 / Q4 2018 | Q4 2019 | Q4 2018 | YTD 2019 / YTD 2018 | YTD 2019 | YTD 2018 |
|---|---|---|---|---|---|---|
| TAURUS | -87.74% | 857 | 6,988 | -53.49% | 13,351 | 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 2018 | YTD 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 | -87.74% | 857 | 6,988 | 1% | 10% | -53.49% | 13,351 | 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 | -18.70% | 57,490 | 70,711 | -14.17% | 251,457 | 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
- 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 Brazil October 2019 sales results (Ford brand)
- Ford Brazil November 2019 sales results (Ford brand)
- Ford Brazil December 2019 sales results (Ford brand)
- Ford Motor Company Korea Q4 2019 sales results:
- Ford Motor Company Korea October 2019 sales results:
- Ford Korea October 2019 sales results
- Lincoln Korea October 2019 sales results
- Ford Motor Company Korea November 2019 sales results:
- Ford Korea November 2019 sales results
- Lincoln Korea November 2019 sales results
- Ford Motor Company Korea December 2019 sales results:
- Ford Korea December 2019 sales results
- Lincoln Korea December 2019 sales results
- Ford Motor Company Korea October 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
- Ford Motor Company Mexico October 2019 sales results:
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Comment
Too bad, the Taurus is a nice car, pretty interior, car should have be upgraded to a newer model.