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TAURUS advertising built on safety


* Ford debuts advertising for the new 2008 Ford Taurus this week. Ads will appear in print, online, and on radio and television.
* The Taurus is priced thousands of dollars less than its closest competitors.
* New Taurus features more than 500 engineering changes, making it more distinctive, quieter, faster and safer.
* Taurus is rated safest full-size car in America, based on both NHTSA five-star crash test ratings and IIHS Top Safety Pick for models with optional AdvanceTrac®.

DEARBORN, Mich.– Safety is at the cornerstone of the new integrated advertising campaign to promote the 2008 Ford Taurus. The ads highlight recent endorsements from the National Highway Traffic Safety Association and the Insurance Institute for Highway Safety.

In the first television ad, “We Know” which debuts June 18, a father watches his son progress from going for his first bike ride, helmet and all, to getting behind the wheel of his first car. In the background you hear “They never truly know what it means to keep them safe. But we do. We’re the car company with more 5 star crash test ratings than anybody in the country.” This focus on safety puts the Dad at ease.

Safety Ratings

The 2008 Ford Taurus earned a top safety pick by the Insurance Institute for Highway Safety (IIHS) and the government’s highest available five-star ratings in all crash test categories.

The IIHS “Top Safety Pick” rating can only be earned by vehicles that achieve the best-available safety performance in frontal, side and rear collisions and offer electronic stability control. In addition to being the only large family cars to merit IIHS’ Top Safety Pick rating, this sedan stand alone for also earning five-star driver and passenger crash test ratings from the National Highway Traffic Safety Administration (NHTSA)

“The Taurus is rated the safest full-size car in America based on crash test ratings and that makes it perfect for families,” said Barry Engle, general manager, Ford Division Marketing. “Families have been the foundation of the Taurus brand since the first car debuted in 1985.”

The ads were created by JWT Team Detroit. The creative work was led by Simon Fairweather, a JWT senior vice president and creative director, who previously created award- winning work for Rolex.

The print ads feature dramatic photography of the Taurus, along with the headline, “The All New Taurus. Rated the Safest Full-Size Car in America.” The Taurus is captured with its jewel-like appearance in a clean, test like environment.

The ads will roll out in stages, with print and radio first, followed shortly after with online and television executions. Consumers can look and listen for ads in USA Today, New York Times, on news and lifestyle programming on major radio networks and on billboards in seven key markets and on FOX. The Taurus is already arriving in showrooms and the Taurus X will be arriving later this summer.

Engineering Changes Inside and Out

For 2008 Taurus features more than 500 improvements that make it more distinctive, quieter, faster and safer. Highlights include new exterior styling, a new powertrain, a new all-wheel drive system, more standard safety features and structural upgrades to further enhance crash protection.

Taurus Delivers Best Overall Value

The new 2008 Ford Taurus – the most powerful, refined, roomiest and safest Taurus ever – will have a base manufacturer’s suggested retail price (MSRP) of $23,995, including destination and delivery. Comparably equipped, Ford’s iconic family sedan will be priced thousands of dollars less than sedans like the Toyota Avalon and the Chrysler 300.

Taurus will be available in two trim series: Taurus SEL and Taurus Limited. Ford Taurus SEL equipped with the optional Interior Convenience Package (including a 6-disc CD changer, dual-zone electronic automatic temperature control, wiper-activated headlamps with auto on/off, 8-way power driver’s seat and wood grain appearance) is priced at $24,890 – a compelling value compared with comparably equipped Toyota Avalon XL ($27,495) and Chyrsler 300 Touring ($29,635) models.

The pricing of the Ford Taurus continues a strategy Ford has been following with each new vehicle launch: Offer bold designs with new features and more standard safety equipment at a very competitive prices to create long-term value for consumers. According to Automotive Leasing Guide (ALG) data, this approach has sharply improved the resale value of Ford products at launch. According to Automotive Leasing Guide (ALG) data, the 2008 Ford Taurus will deliver 36-month residuals that area as high as 49 percent – as much as 10 points higher than its domestic competition and on par with the best score from the top facing Japanese competitor.

Taurus’s Safety Features
Additional standard safety equipment includes dual-stage driver and passenger front air bags, seat-deployed side air bags for driver and front passenger, and Ford’s Safety Canopy™ side curtain air bags for both rows.


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