Bill Pierre Ford

After letting it fade into oblivion, Ford management has decided to bring the “Taurus” name back, replacing the “Five Hundred” midsize sedan. At one point, the Taurus was the top selling mid-sized sedan in the U.S.; it was so successful in fact that Toyota and Honda redesigned their “Camry” and “Accord” models to be more like the Taurus. After an unsuccessful redesign in 1999, Ford let the “Taurus” wither and die as Toyota and Honda models gradually replaced it atop the American market. CEO Alan Mulally has apparently been keen on reviving the “Taurus” name since coming on board last year. According to company research, the “Taurus” has name recognition among 80% of consumers; the “Five Hundred” whose name it’s replacing, is recognized by just 30-40% of consumers.