---

Consumers Respond to Taurus Safety and Value

11 February 1999

Consumers Respond to Taurus Safety and Value

    DEARBORN, Mich., Feb. 10 -- Ford Taurus is racking
up double-digit gains in retail sales as customers respond to the news that
Taurus is the only midsize sedan and wagon starting under $20,000 to earn the
government's top safety rating -- a double five-star rating in government
frontal crash tests.
    Retail sales have increased every month since 1999 model-year introduction
in October.  In December, Taurus sales jumped 21 percent from the same month a
year earlier, and in January retail sales rose 20 percent.
    "We're pleased that American families are finding the value and safety in
Taurus," said Taurus Brand Manager Larry Collins.  "We'll be emphasizing these
points in all our communications as the year goes on."  Taurus's five-star
safety rating will be highlighted in national television, magazine and
newspaper advertising.  In addition, banners and posters will be displayed in
dealerships.
    "It's all a matter of getting the news out," Collins said.  "As time goes
by and word spreads, our dealers are reporting heightened interested in
Taurus.  We're expecting a very strong February in retail sales."
    Safety has long been part of the Ford product story.  Taurus offers 40
standard safety and security features and joins Windstar and Crown Victoria as
five-star vehicles.
    "The government buys a car and runs it into a barrier at 35 miles per hour
with belted dummies," Collins explained.  "It's the equivalent of running
head-on into an identical car parked at 70 miles an hour.  The five stars mean
that in a head-on collision, the most dangerous kind, Taurus gives the driver
and front-seat passenger the highest possible protection rating."
    Taurus is an outstanding value, with a manufacturer's suggested retail
price of $17,995 on the LX, $18,995 for the well-equipped SE with Duratec
engine, and $19,995 for the popular SE wagon.  The available Duratec 3.0-liter
24-valve V-6 engine goes 100,000 miles between tuneups under normal driving
conditions with routine fluid and filter changes.
    Taurus is one of America's most popular cars, selling 371,074 models in
1998.  It is manufactured in Chicago and Atlanta.