Next Up, Sable: Mercury to Rename Montego

We first heard this morning about Ford renaming the Five Hundred sedan after the more popular Taurus it replaced a few years ago. Now, we learn from the Chicago Tribune’s Jim Mateja that not only will the Taurus name be brought back, but so will the Mercury Sable, the “new” name of that brand’s version of the Five Hundred, the Montego. The official announcements and introductions will come tomorrow during the first media day of the Chicago Auto Show. Both the Five Hundred and Montego are built in Chicago.

[Ford to Resurrect Taurus, Sable, Chicago Tribune]

Comments

stupid ... why bring back bad memories? why?

If Mercury renamed the Sable the GT I would have much more respect for them. Of course that GT would have to stand for 'Glorified Taurus'. I've never seen a company more lost than Ford.

Hmm, maybe it's because of bone head decisions like this that result in billon dollar quarterly loses. Ford should really look at GM, which is currently doing a lot better than yester years.

Regarding both of the name changes, I'm reminded of a headline from Automobile Magazine not too terribly long ago referring to a Ford concept car: "We're Officially Out of Ideas!"

I am at a loss to understand what has happened with Ford. After two family Tauruses, many other happy experiences, and days spent wondering if I can't still get a good example of the '91 Mustang GT we all wanted in high schol, I just cannot figure out how they forgot to make good cars so quickly - nor how they learned to depend on such ridiculous gimmicks.

Memo to Dearborn: It's not too late. We'll come back if it's worth doing. But get a grip on reality, okay?

Bringing back the Taurus name doesn't really bother me -- they have a point in the fact of brand recognition, but does it conjure up exactly the BEST image? That's another question.

Regardless from a name perspective it makes sense.

On the other hand, bringing back the Sable name is JUST PLAIN STUPID. Mercury was moving in a new direction with an updated look and bringing in different perspective buyers than ever before. They were getting more female, minority and import buyers now than they ever have in the recent past, plus they were starting to shake the old image they have had in times past with nice products such as the Milan and Mariner.

Now they are gonna reintroduce the Sable nameplate? What for? This is the dumber move -- bring back the Taurus? Okay, I can see that. Kill the Montego name (which is infinitely better than "Sable")? Nah, the latter is a dumb move.

Thy should make a Sable "X" crosover with the 4.0 Lincoln LS V8 & I'll be in to order one.

This Sable looks far better the ones of the past. But Ford needs to also give it a X type wagon too, call it Sable SR4 for AWD and Sable SR2 for the 2WD Wagon. Off good deals to current Sable owners to trade up to a new Sable.

Last year they had the Mercury SRX Meta One concept. Ford should bring this back
http://www.autoblog.com/2004/12/27/mercury-srx-i-mean-meta-one-concept/

I am all for it. My family has owned two taurus and three Mercury sables. We prefered the sables over the taurus'es they had better styling and interior was nicer. Plus when mercury discontinued the sable in 2005 alot of people were made. I think its a good idea and am happy they are putting the bigger engine in it. I think that it will improve the sales, because people will recognize the name and associate it with being a reliable vehicle.

Here is what I think Ford needs to do.

1.) Make the Ford Taurus X the Taurus TRX2 "2WD" and Taurus TRX4 "AWD"
2.) Make a Mercury Sable version of the Taurus X and call it the Sable SRX2 "2WD" SRX4 "AWD"
3.) Make a Lincoln MKS version of the Taurus X and call it Lincoln LRX2 and LRX4 Sports Wagon.

Ford needs to bring back the wagon in their names and not be afraid to use it. The X by itself does not do it.

I think the Ford Motor Company truly has lost their marbles if they can't think up a better marketing strategy than bringing back a name which has no resemblance to the actual product being sold. The new 2008 Taurus is really a Ford 500 and there have been thousands sold as a Ford 500. How confusing is that gonna be for repair and service people in years to come? Confusing is only one of the problems I see here.

Ford's issue about "styling" has been lackluster for a long time. I was NEVER a Taurus or Sable fan to begin with, but there were a number of people who continually bought that model and they were dumb enough to replace the name (and the car) with the Ford 500. It's a different car! So....why change the name now? Do they think people can be duped into buying something just because it has a different name?
I don't think the general public is that ignorant. Could be, but not likely anyway.

I also can't crow much about the only slightly less attractive Fusion. Ford seems to be out of ideas not just in name but in styling as well. The Ford 500/Taurus (whatever you want to call it) looks like an "old man's" car for sure. I won't be buying one!