New Lacrosse and Taurus

[Cardinal49]

I had to travel into our NYC office at the World Financial Center yesterday. I was surprised to see they are having a car expo there. I didn't have a lot of time to browse but did check out the new Buick Lacrosse and Ford Taurus. A very brief and limited first impression in below.

Buick - It looks very nice in person. Much more modern and upscale then the previous model. It seemed smaller to me but that could just be due to the new shape. More angular and less rounded then the Entourage. The exterior was nice but the interior was nicer then anything I have ever seen from GM. I only viewed through the window but it was very nice looking. Very upscale, luxurious and classy withough the typical GM cheesy bits. Even had leather on the dash. The interior was honestly one of the nicest I have seen.

I didn't get to drive it or even sit in it. I have not seen any reviews but based strictly in appearance, Buick totally nailed it. If the reviews are good and if the interior materials are as good as they look, I think this will be a very serious contender in the entry level luxury market.

Taurus - The Taurus was a very different car. It was an SHO (large wheels, low profile tires, etc). It was much nicer looking in person. Some of the pictures I have seen made it look bulbous and top heavy. It was very sporty. It has an American muscle car look, not a European look. They had it in a dark red color. I think it would look much better in silver or black. The front grill is very nice and aggressive looking (much better then that three bar stuff). Interior was somewhat plain. Very similar to the current Ford look. There was some carbon fiber on the dash (probably an SHO feature). Only complaint was that the instrument panel was very small and looked strange with three small tunnels. Materials look to be very high quality.

If Ford positions and prices correctly I think this can be a big seller.

I also noticed that GMC has a new smaller SUV coming out and that Lincoln has integrated the new sloped grill into their line up (from their larger sedan). It actually looks pretty nice.

This is the first time in years where I think the US makers are actually making cars that are as nice or nicer then the Euro/Asian makers (as least as far as styling). Hopefully the quaility, support and resale is there as well.

 

[BrianWC]

I have to agree. I'd be happy to drive either of these cars. I love the back of the Lincoln MKS and Taurus. And the interior of the new LaCrosse is a phenomenal leap forward for GM. Looks better than the Caddy to me.

 

[crw]

I agree that they're both nice looking cars, but the price tag on each blew me away.

 

[WishIhadatruck]

They are both very nice looking cars. The Lacrosse has lots of rear leg room partly at the expense of a large trunk. It also isn't as wide as the 2009 Lacrosse or current Impala which were both on the same platform. It is a beautiful car, especially on the inside, and the reviews have been pretty good. I think it will sell well. It mainly targets the Lexus ES350 and one comparison review said it blew the Lexus away, even offering features you couldn't get on the Lexus. If the Buick can move its image up market enough the car is more than competitive and should sell. It won't sell to many traditional Buick buyers however since many of their past models were less expensive (Century comes to mind).

The Ford is a great car but its price and features seem to intrude too much on Lincoln territory. It seems even more of a stretch for Ford to sell that far up market since they are also covering the lower end of the market still. At least Buick is giving up on lower end cars and has proven successful with the Enclave which was its first competitive vehicle in quite some time.

I wish them both luck.

 

[Cardinal49]

The Lexus target makes sense. From what I saw, the Buick is a much nicer looking car (inside and out) then the ES350. This is actually kind of funny. I remember that Lexus used to be called the Japanese Buick. Maybe Buick can now be called the American Lexus. There were no window stickers so I don't know what the price was.

I agree that Ford can have a winner with the Taurus if they position it correctly and price the non-SHO model close to the 6-cyl Accord and Camry. That is who will buy the car, not Audi or BMW drivers (like in their comparison video posted previuosly)

 

[bretfraz]

Originally Posted By: Cardinal49
The Lexus target makes sense. From what I saw, the Buick is a much nicer looking car (inside and out) then the ES350. This is actually kind of funny. I remember that Lexus used to be called the Japanese Buick. Maybe Buick can now be called the American Lexus. There were no window stickers so I don't know what the price was.

I agree that Ford can have a winner with the Taurus if they position it correctly and price the non-SHO model close to the 6-cyl Accord and Camry. That is who will buy the car, not Audi or BMW drivers (like in their comparison video posted previuosly)


You are exactly right about Buick targeting Lexus with their new Lacrosse. Dan Neil of the LA Times reviewed the new Lacrosse and was amazingly positive. Read it here: http://www.latimes.com/business/la-fi-neil7-2009aug07,0,6908678.column

I think you are off about the Taurus and its potential buyers. It is the Camry and Accord buyer who needs to be convinced to at least consider the new Taurus. There is a large market for a bigger-than-average sedan, just look at the popularity of the Chrysler 300 and Dodge Charger. Chrysler has had this market all to itself recently so Ford is going right at them.

Your typical BMW/Audi buyer will never set foot in a Ford dealership unless the cars are free for the taking. The 3-series shopper is looking at the Audi A4 3.2, the Infiniti G37, and the Lexus IS250/IS350. Ford does not compute to these people, and Ford should not attempt to cater to them.

Finally, the Taurus will be a good replacement for the soon-to-depart Crown Victoria and Mercury Grand Marquis. I think the CV is available only to fleet buyers and will be phased out in the next couple years. Those consumers need to be migrated into something else, and the Taurus would be a nice choice for them.

I'm glad Ford is taking the Taurus upscale. I've seen the car and its stylish and more substantial feeling than the cars before it. Ford needs to move the Taurus image away from the "cheap rental car" stigma and the new car is an excellent departure. I hope its successful.

 

[sciphi]

They better watch out for Hyundai Genesis V6 sedans since they're at about the same price point as the high-end Lacrosses and Taurii and are very good cars.

Heartened to hear we have more good Detroit competition in the market. If either car got decent fuel economy I'd look at one as a replacement for my oldster-ish (yes, I'm in my mid-20's) 1999 Buick LeSabre.

 

[Cardinal49]

Bret - I think we were saying the same thing about the Taurus. Maybe I didn't do a good job making my point.

I didn't get to sit in the new model but I did rent the last Taurus model for a week (the renamed 500). The styling was a little weak but I thought it drove very well, had a HUGE trunk and was very comfortble. One thing a really liked about it was that the driving position was higher then average (Ford had a name for this in their ads). I hope they kept this in the new model. I might actually consider looking at one when I need to replace my Accord.

 

[bretfraz]

Originally Posted By: Cardinal49
Bret - I think we were saying the same thing about the Taurus. Maybe I didn't do a good job making my point.

I didn't get to sit in the new model but I did rent the last Taurus model for a week (the renamed 500). The styling was a little weak but I thought it drove very well, had a HUGE trunk and was very comfortble. One thing a really liked about it was that the driving position was higher then average (Ford had a name for this in their ads). I hope they kept this in the new model. I might actually consider looking at one when I need to replace my Accord.


I read your post again and I agree, we're talking about the same thing. Sorry for any misunderstanding.

The base Taurus SE will be priced around $25K, with the volume-selling Taurus SEL at around $30K, right where the Accord EXL V6 and Camry XLE V6 are priced.

One advantage for the Ford will be available AWD, so they can also target Subaru Legacy 3.0R shoppers.

 

[javacontour]

How many Legacy 3.0R shoppers are there?

I mean if you are going to target shoppers, doesn't it make more sense to target the Camry/Accord shoppers where there are large numbers, compared to a niche market?

Don't get me wrong, I'm a car guy and like the innovation, etc.

But I'm also pragmatic, and understand for Ford to remain healthy and grow, they are going to have to pick off a number of those buyers who look at the Camry and Accord, or convince those who buy Explorers and F150's to buy another Ford product.

I just don't see Subaru on Ford's radar at this time.

 

[Benzadmiral]

The LaCrosse sounds sharp. I certainly won't be going after any of the upper-level models, but the base 3.0 liter 255-hp engine is more than enough for me. I'd even go with the 4-cylinder, but the car might be a little heavy for 172 hp.

I wouldn't be looking at them until they're a couple of years used, anyway.

 

[MrCritical]

I think both cars are great steps forward with a few exceptions.

Both are way too heavy. The loaded Buick is over 4200 lbs and the Taurus SHO is not far behind.

The typically loaded SHO stickers for around $43k. That puts it in with some serious Lexus and Audi competition, and regardless of what you get is a ton of money for a Ford.

I think the medium level Taurus should be a good seller. The LaCrosse will get some import buyers in the door, but may be a hard sell to the older Buick crowd.

 

[daves87rs]

Both are good looking cars.


But at this point the compact market is far more important...

 

[Steve S]

I wouldn't do busisness with Government Motors should have been allowed to fail. Not to happy with a should be bankrupt Cord being able to afford the CEOs parachute at the expense of the other employees as well as added to cost of the cars.

 

[DeeAgeaux]

Originally Posted By: MrCritical


Both are way too heavy. The loaded Buick is over 4200 lbs and the Taurus SHO is not far behind.

The LaCrosse will get some import buyers in the door, but may be a hard sell to the older Buick crowd.


I don't know about the Ford, but the Buick has "quiet tuning" and has alot of sound deadening material as well as superthick and heavy glass.

There is an old addage in marketing; you can sell a young person's product to an old person but not vice versa.

The lower end of senior citizens may very well go elsewhere.But not the guys and gals that were buying top end LeSabres, Roadmasters and Rivieras. The car is downright beautiful,especially on the inside.

And old folks love quiet cars. The Buick,if nothing else, is quiet.

And it has a more luxurious ride than anything in it's price range without handling like a boat.

I see it as a big winner with seniors looking for a car in the $28k-$38k market.

Seniors looking for a budget Regal will look elsewhere, but that is not where the profits are for GM.

I may very well buy a Camaro V6 as my next car just to [censored] off the "Government Motors" crowd.

 

[Jason2007]

Looked at a new 2010 Taurus Limited model the other day. One great car and the sticker was only $31k.

 

[swalve]

I'd rather my tax dollars went to keeping GM afloat than to paying unemployment for all the folks that would have been out of work if we let them fail. I can't even imagine what that would have cost...

Not to mention all of us with retirement/pension plans that owned GM bonds. I'm glad we got pennies on the dollar rather than nothing.

Also, if this were the GM of the 80's it would have been one thing. But GM has really been putting out some decent products mixed in with the usual [censored]. My dad bought a Malibu Maxx SS, and he loves it. Some other family members bought late model Impalas, and also love them.

The Lacross is alright looking- it does seem to have a lot of styling cues from the 1995-ish Riviera.

The Taurus looks silly. I'd have liked to see these newer lines with the more 500 looking grille.

The Fiesta2011 looks like what would happen if a 2009 Civic SI mated with a 2009 Focus.

Why does nobody make a car with a trunk any more? I really don't like the current fashion in car design...

 

[Nick R]

The fiesta will be available in a sedan as well as hatchback version. And to all the "Government motors" people, we would be much worse off if GM liquidated. (It DID go bankrupt. Just Ch11 not Ch7)