1991 FORD

TAURUSSALESPERSON SELF-STUDY GUIDE

August, 1990

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Taurus SHO Insert• The special Taurus STIC) insert at the center of this

Guide will assist you in demonstrating the uniquefeatures of this world-class sedan.

• Be sure to "SI IO" it to all your four-door performanceprospects.

Safety SellsRecent market research indicates that Taurus' safety-oriented attributes are very important to manyprospects. Keep these safety features in mind as youprogress through this Guide.

INTRODUCTION

"Even in the fifth year of produc-tion—while facing a host of newcompetitors — the Taurus setsthe standard for family-car style."— Car and Driver Magazine

May, 1990

Table of ContentsMarketing 2-5Continuous Improvement 6-9Exterior Features 10-11Interior Features 12-15Engineering Features 16-19Walkaround Presentations 20-24The Final Word-Accolades 25Specifications and Dimensions 26Self-Study Quiz 27

"I kept six honest serving-menThey taught me all I knew;

Their names are What and Why and Whenand How and Where and Who."

— Rudyard Kipling

Why Use This Guide?• To increase your knowledge of Taurus;

including its marketing strategy, con-tinuous improvement philosophy, andproduct features and benefits

• To help you tailor an effective salespresentation

• To enhance your customer satisfac-tion skills and income potential

What's The Format OfThis Guide?The Guide is divided into eight sections:

1. Marketing2. Continuous Improvement3. Exterior Features4. Interior Features5. Engineering Features6. Walkaround Presentations7. Accolades8. Self-Study Quiz

• Each chapter contains an up-frontobjective that details what you areabout to learn.

• Information is covered in an easy-to-read, visual format. Charts and photo-graphs help to reinforce major points.

• Some chapters contain discussionquestions designed to help you putyour product knowledge into practicaluse.

• At the end of the Guide, you'll findproduct questions designed to offerimmediate feedback on productknowledge.

What's The Best Way To UseThis Guide?• Complete each chapter at your own

pace.• Answer the multiple choice questions

to test your knowledge.• Contemplate the discussion questions.

rMARKETING

OBJECTIVEWhy is the Marketing section of this

Guide important? Because once youhave completed reading this sectionyou will be able to:1. Discuss the Upper Middle segment

of the car market.2. Identify typical buyers of both the

Taurus and the high performanceSHO model.

3. Understand the major purchasereasons of prospects in this marketsegment.

4. Present the Five Key Reasons ToBuy Taurus in your WalkaroundPresentations.

5. Identify the major competitors of1991 Taurus models.

What Makes Taurus AWinner?• Continuous improvement. It's that

simple.• After a phenomenal introduction,Taurus has continued to improve yearafter year. Each model year, Ford engi-neers and designers study refine andembellish Taurus' functional, exteriorand interior features. The result is nowthe perennial favorite in the UpperMiddle market segment.

Demographics• You will find a wide array of interestedshoppers looking at the 1991 Taurus.However, a demographic profile indi-cates that many buyers will fit the fol-lowing profiles:

—A median age of approximately 50—A median income of just under

$50,000—Approximately 60% will be male— 81% will be married

• Taurus SHO appeals to a completelydifferent buyer than other Taurusmodels. Take a look at the figures forthe SHO and compare these to theprofiles listed above.

—A median age of approximately 42—A median income of $81,700—Approximately 86% will be male— 82% will be married

Ford engineers are dedicated to keeping Taurus"best-in-class"

Taurus owners are apt to be married with annualincomes in the $50,000 range

DID YOU KNOW?* Since its introduction in 1986, Taurus sales

have totalled over 1,300,000 units, and it hasbeen a top-five seller every year.

• The best selling car in U.S. during the 1980swas the Escort, with nearly 3,300,000 sales.Escort buyers ready to purchase a car withadded space represent an outstanding prospectbase for future Taurus sales.

Taurus SHO prospects will tendto be professional men,looking for a world-class high-performance sedan

Purchase Reasons• What attracts prospects to Taurus? The

1989 National New Car Buyer Studyindicates that Taurus buyers purchasetheir vehicles for the following reasons(ranked in order of importance):

1. Well-Made (Quality)2. Durability/Reliability3. Value-for-the-Dollar4. Ride Characteristics5. Handling Characteristics6. Price7 Dealer Service

Product Line-Up4-Door 4-DoorSedan Wagon

L x xGL x xLX x xSHO x

Focus Model• Although 1991 prices have not yetbeen finalized, the Taurus FocusModel will continue to be the GLmodel with PEP 204A.

• This package includes:— Manual air conditioning— Power door locks— Power windows— 6-way power driver seat— Finned wheel covers— Light group— Electronic AM/FM stereo cassette— Speed control— Rear window defroster— Remote clecklid release— Remote fuel filler door release— Rocker panel moldings— Paint stripe

Things Gone Right• Recent research has indicated that

there are certain features that "surpriseand delight" customers. Following aresome Taurus features that have beenidentified as TGRs:—Taurus qualitywas felt to be excep-

tional.—Taurus' level of innovation is pleas-

ing.. . including its state-of-the-artengineering features like ABS andspeed-sensitive steering.

—Taurus' ride is outstanding.. .withlittle or no wind noise.

The Taurus Market -A Perspective• The Upper-Middle segment of the

mid-size market is as competitive as anysegment in the industry.

• A review of 1989 sales figures revealsthat Honda Accord and Ford Taurusfinished 1st and 2nd among ^//name-plates . . .combining for over 700,000sales.

1. Honda Accord2. Ford Taurus

363,000348,000

• Add in Chevy's Upper Middle sales of249,000 vehicles, and the total nears theone million unit mark!

Bull Market? Yes...• Obviously the sales potential for

Taurus is unlimited. By sharpening yourproduct knowledge and tailoring aneffective presentation, you can signifi-cantly impact your earning potentialand sales success in this lucrative mar-ket segment.

• Our goal for the 1991 calendar yearwill be to establish Taurus and the newEscort as the top two nameplates in theindustry

Discussion QuestionAn increasing number of women are consider-ing Taurus when purchasing a new vehicle.What Taurus features might you highlight whenpresenting the car to a working mother? Inaddition, Taurus represents an opportunity tosell to downsizing large car owners. What fea-tures might you stress when selling to a middle-age couple trading in a Buick Electra orOldsmobile 88?

Five Key Reasons To Buy TaurusAs you will read in the following chapters, thereare many reasons Taurus appeals to prospects.However, these five key points should be keptin mind, and presented during your Taurus6-position Walkaround Presentations.

1. A continuous improvement philosophykeeps Taurus "best-in-class"—Taurus contin-ues to be the styling and design leader in itsclass. People like to go with ^proven winner.

2. Taurus' power train performance has beenupgraded—Sequential multiple-port EFI isnow standard on all engines... and a newelectronically controlled Automatic Overdrivetransaxle is standard on all models exceptTaurus SHO.

3. Taurus offers superior ride and handlingcharacteristics in combination with a styl-ish exterior package—These traits are notlimited to the sedan; wagon models sharethem as well.

4. Taurus offers an ergonomic interior withtactile controls—Included is the standardDriver Side Air Bag Supplemental RestraintSystem... and it's not available on HondaAccord, Toyota Camiy, Chevrolet Lumina, orany of GMs mid-size cars.

5. Taurus SHO features world-class perfor-mance at an affordable price — It's the imagevehicle for the entire line... and sets thestandard for quality and value among 4-doorperformance sedans.

fTaunTaurus Competitors

TAURUS SHO vs. THE COMPETITIONA Horsepower Comparison

220 @6200

DID YOU KNOW?• For the third consecutive calendar year, Taurus

Wagon was the best-selling wagon in the U.S.In September, 1990 Honda is expected to intro-duce an Accord Wagon. While it looks likeTaurus, it may not offer a V-6 engine, Air BagSupplemental Restraint System or an interior asroomy as die Taurus.

• After 1991, Taurus Wagon will be the only mid-to Hill-size wagon in the Ford product line-up.

160 @5200

160 @5900

MaximaSE

Taurus SHOCompetitors

1990 Nissan Maxima SE• Does not offer a Driver Side

Air Bag Supplemental RestraintSystem

• Offers 60 less horsepower and18 fewer ft.-lbs. of torque thanSHO

• Offers 4 cubic feet less EPApassenger volume than SHO

• Offers less front and reartread stance than SHO

LegendL

• . - • .

1990 Acura Legend L Sedan \ Offers 60 less horsepower and

38 fewer ft.-lbs. of torque thanSHO

• Offers 3 cubic feet less cargovolume than SHO

• Based on '90 prices, is almost$3,000 more than SHO whencomparably equipped

• Offers less front and reartread stance than SHO

MARKETING! Taurus Competition• Taurus Sedans' primary competitors

are the Honda Accord and ChevroletLumina.

• Other competitors include ToyotaCamry, Oldsmobile Ciera and CutlassSupreme, Buick Regal and Century,Pontiac Grand Prix and Dodge Dynasty.

• Taurus Wagon will compete againstthe Chevrolet Celebrity Wagon, ToyotaCamry Wagon, and the new HondaAccord Wagon, which is expected to beintroduced in the fall of 1990.

• The high-performance Taurus SHOfaces off against high level imports, pri-marily the Nissan Maxima SE and theAcura Legend L Sedan.

1990 Honda Accord LX \ Does not offer a Driver Side

Air Bag Supplemental RestraintSystem . . \ Does not offer a V-6 engine

• Offers less front and rearshoulder and hip room thanTaurus

• Offers 3.1 fewer inches of rearseat leg room than Taurus

. Offers 93 cubic feet of EPApassenger volume (vs. 100 forTaurus) \ Offers 3 cubic feet less cargo

volume than Taurus \ No ABS available \

• No performance model \0 Chevrolet Lumina

. Does not offer a Driver SideAir Bag Supplemental RestraintSystem

• Offers less iear seat leg, shoul-der and hip room than Taurus

• Offers 2 cubic feet less cargovolume than Taurus

. Offers 20% less horsepowerthan Taurus (1990 Lumina 3.1Lengine vs. Taurus 3-OL engine)

• No station wagon model

rCONTINUOUS IMPROVEMEN i:

OBJECTIVETaurus' continuous improvement

philosophy has kept it at the head of itsclass. Once you have completed thischapter, you will be able to:1. Discuss Ford's continuous improve-

ment philosophy.2. Identify the significant enhance-

ments the 1991 Taurus offers custom-ers versus previous models.

3. Understand why Taurus continues tobe the style and design leader in itsclass.

4. Effectively sell to repeat Taurus buyers.

What's "Best-In-Class" And"Continuous Improvement"?Best-In-Class• Best-In-Class involves the research of

specific features of all competitivemakes... such as engine performance,seat comfort, or how easy it is to close adoor.

• Engineers study each feature, andidentify which vehicle is best-in-class inthat specific area.

• Following this research, processes areinitiated to ensure that Taurus offersyour customers best-in-class features inany given area.

• Obviously, not all Taurus features canbe deemed best-in-class, but in itsentirety, Taurus offers a greater numberof best-in-class features than any of itscompetition. Examples would include:

— Dual Sunvisors— Rear Seat Heat Ducts— Rear Package Storage Tray

Continuous Improvement• Continuous improvement is the pro-

cess by which Taurus is kept best-in-class.• Taurus engineers and designers are

not content to produce a best-in-classsedan, and then let the competitioncatch up.

• Year after year, Taurus has beenstudied and refined... always stayingahead of the competition. That's contin-uous improvement at work.

DID YOU KNOW?• In addition to being named one of Car and

Driver's"Ten Best Cars" every year since itsintroduction, Taurus has also been named:

-Motor Trend's "Car of the Year" (1986)— Industrial Designers Society of America

"Design Excellence Award" (1987)— Car and Driver's "Best Sedan Under

$14,000" (1988)— Road and Track's "Best Sedan Value

$12,500 to $17,500" (1988)— Industrial Designers Society of America

"Design of the Decade" (1989)— Car and Driver's "Best Buy In Its Class"

(1990)

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Designers are continuouslylooking at ways to improveTaurus.

Computer simulations are usedto refine Taurus' exteriorappearance

Who Are These Guys?• When Taurus was in the initial plan-

ning stages, a new approach was used.• Known as "Team Taurus," a cross-

functional organization was formed with-out the typical ladder-type managementstructure.

• This team consisted of individualsfrom every facet of the company...engineering, manufacturing, sales, pur-chasing, parts and service, etc.

• The concept was so successful thatthe procedure is now used in theplanning stages of every new Fordvehicle.

• It's these people, with vital input fromsalespeople and dealers, that put award-winning vehicles in your showrooms.

COMPONENT ENGRG f CPDG*A SALESANDMARK£T,NG

The chart indicates the easyaccess Team Taurus membershad to each other, a significantfactor in improving projectorganization and efficiency andin reducing costs. Discussion Question

As part of Taurus' continuous improvement, itnow includes a standard Driver Side Air BagSupplemental Restraint System. Neither HondaAccord nor the GM-10 models offer this tech-nology. How do you discuss the benefits of airbag technology with your competitive shop-pers? Are you familiar with the "Peace of Mind"videotape dedicated to this subject?