2008 Ford Taurus

If there’s one thing American car buyers understand it’s brand loyalty. They appreciate a stick-to-it attitude when it comes to die-hard nameplates. So it didn’t bode well in consumers’ eyes when Ford let its Taurus sedan languish and surrender to the competition.  But, recognizing its error, Ford has now resurrected the bull, with a bigger, stronger charge. But will former fans forgive and welcome this bull back into the ring?

It looks like a marriage made in Motown. A slow-selling, yet well-executed car, the Ford 500, re-christened with a well regarded name. The result is the 2008 Ford Taurus. But reviving this once top selling carline required more than just a transfer of badge. This new bull benefits from both significant engineering changes and the strong family car qualities that we already admired in the 500.

Naturally a new name, or a new old name, deserves a new face. So the new Taurus wears today’s signature Ford three bar grille, as well as a deeper front fascia with larger air intakes and new fog lamps.

A new hood with sharp accent lines draws the eye across a tall aero greenhouse to a revamped rear end with new tail lights and chrome exhaust tips. Wheel sizes are 17-inches for the SEL and 18-inches for the Limited.

The new styling surrounds the same solid Volvo architecture as the 500 that’s been beefed up to improve crash protection even more. With standard front, side impact, and head curtain airbags, plus available electronic stability control, the new Taurus has top safety ratings.

The Taurus also gets a needed power boost. The 500’s lethargic 203 horsepower 3.0-liter V6 has been enlarged to 3.5-liter with variable intake valve timing. The latest twin-cam Duratec V6 delivers a much healthier 263 horsepower, a 30% increase, and 249 pound-feet of torque.

The engine is shared with the Ford Edge Crossover, as is the new 6-speed automatic transmission.

The optional all-wheel-drive in our test car also carries over from the 500. But the continuously variable transmission that equipped all-wheel-drive 500s is gone.

But even with a larger engine and a geared tranny, the Taurus has slightly better government fuel economy ratings: 18 city/28 highway for front-drive, and 17 city/24 highway for our all-wheel-drive tester. We managed 20 in mixed driving on regular. Energy Impact Scores are 15.6 barrels of oil per year for the front driver, and 18 barrels for all-wheel-drive.

Even with the extra weight of all-wheel drive, our Taurus charged to 60 in 7.5 seconds. The quarter-mile ended in 16 seconds at 90 miles-per-hour.

While really no quicker than its predecessor on the clock, it feels much stronger, with more pull down low and a smoother power delivery overall.

The 6-speed gearbox is sharp, with ratios that make good use of the engine’s output.

The drivetrain improvements are most evident on the highway, where pushing the pedal to pass does not produce the harsh high rpm buzz of last year and does get you out into traffic quicker.

Ride quality is also improved, with less chatter over big bumps and lower noise levels in the cabin. Handling is not what this platform is designed for, but the Taurus does quite well by large car standards.

All-wheel-drive and standard electronic traction control give Taurus better-than-average grip. Our only real objection is in the performance of the standard ABS-equipped brakes. A 130 foot average from 60 to 0 is on the cusp of what we think is long. The tires do slide and the tail grows very light, thanks to choppy anti-lock pulsing and abrupt rear to front weight transfer.

On the accommodations side, the Taurus/500 platform has always been known for a roomy, airy cabin. For ‘08 it still offers class leading space, but with more available features.

It’s also quite handsome, though the nice wood grain trim in our car could use a slightly tighter fit.

Available electronics now include CD audio with an iPod jack, Sirius satellite radio, Ford Sync voice activated communications, a DVD video system, and satellite navigation.

The front seats are wide and comfortable and the very versatile folding passenger seat back returns, while the rear offers more than ample space for three full-size adults, and a 60/40 split seat back.

Trunk space is also impressive, and class largest at a 21.2 cubic feet.

However, Ford has kept the pricing of their new bull fairly compact. Taurus starts out at $23,995 for the front-drive SEL and tops out at $29,445 for the loaded Limited. The Mercury Sable, a similarly transformed Montego, is priced a few hundred bucks higher.

By adding a respected nameplate to an already strong design, Ford has not only revived the Taurus brand for 2008 but produced a far better car.

While the new Taurus may never again be America’s best selling car, it gives family buyers a freshened choice that stands tall and apart from its rivals. And that’s no bull.