This slip-up tip-off was when Ford took the new Taurus off the market soon after it was introduced.
When the name was new, the Taurus was the car that finally positioned Ford significantly against cars like Honda’s Accord and Toyota’s Camry in terms of appeal, price and market share.  The Taurus had a very good run over several years and an excellent model name with plenty of brand equity and future built into it.  Even so, the company retracted the car, along with the name, from the market.

In 2007, the company introduced an all new car designed to compete with the leading Japanese sedans.  Given the name “500,” a name that meant nothing to everyone, particularly, the people most likely to buy the new car. 

You have to wonder:  With all the experience, information and resources Ford has access to, why would they give a meaningless name to a new and important entry into the competitive sedan market?

Additionally, the company never told us how the car was different and better than its competition, basic I know, but why this additional misstep?

The new slow selling 500 model was rather quickly pulled from the market and just a few months ago, a new car called the “Ford Taurus” was introduced.  Clearly the 500 renamed the Taurus. 

How much did this cost the company to pull the 500 off the market, and then reintroduce the car as the Taurus?  How much market share and earnings were lost during this time?  How much did it cost share holders?

This was an important and basic marketing slip-up that I hope we do not see again.  Now how about telling us about different and better?