Ford Again Utilizes Rental Market to Showcase Taurus

2008 Ford Taurus

Ford’s mar­ket­ing strat­e­gy for its new 2008 Tau­rus is to use rental fleets with 15% — 20% direct­ed to dai­ly rental com­pa­nies. One ana­lyst agrees with Ford’s premise of using rental pools to cre­ate aware­ness for the mod­el but sug­gests a small­er per­cent­age. He cites the dan­ger of a neg­a­tive effect on resid­ual val­ues when a large num­ber of cars are returned and placed in auc­tions ear­ly in their life cycle.