The third-generation Ford Taurus is an automobile that was marketed by Ford for the 1996 to 1999 model years, having entered production in June 1995. While the chassis underpinnings were largely carried over, the redesign gave the Taurus its first complete exterior redesign since its 1986 introduction. As a mid-size car it slotted between the compact Ford Contour and full-size Ford Crown Victoria in Ford's North American model range. The third-generation Taurus was again offered as a four-door sedan and as a five-door station wagon, marketed alongside the Mercury Sable.
In contrast to the evolutionary 1992 update of the second generation, the third generation sought to recreate the class-leading design introduced by the 1986 Taurus, also in response to the 1992 introduction of the Chrysler LH cars. Following the 1986 introduction of the Taurus, the model line had gained two significant competitors — the Toyota Camry and Honda Accord (the latter of which, the Taurus had overtaken as best-selling car in the United States) alongside traditional GM and Chrysler-brand competition. The first Ford to combine round headlights with composite-style housings, the third-generation Taurus adopted oval shapes for multiple design elements of the exterior and interior, including the grille openings, taillamps, the rear window (for the Taurus sedan and Taurus/Sable station wagons), and side window openings for the Taurus/Sable.
The model line was released for sale in late 1995; in contrast to the near-universal acceptance of the first-generation Taurus, the third-generation Taurus received mixed reactions from consumers. For the 1996 model year, the Taurus remained the best-selling car in the United States; however, only 49% of the model line were sold to retail customers, with the rest nearly entirely supported through fleet sales. For 1997, the more conservatively redesigned Toyota Camry overtook the Taurus as the best-selling car in the United States (a position it has held ever since).
The third-generation Taurus was assembled by Ford at its Atlanta Assembly (Hapeville, Georgia) and Chicago Assembly (Chicago, Illinois) facilities.
Development Development for the third-generation Taurus began in 1991, and its designers and engineers believed that they were faced with a daunting task; they compared completely redesigning the Taurus to repainting the Mona Lisa. Like the first-generation Taurus, the new Taurus was developed by a team effort, in which the exterior and interior designers, engineers, and marketing staff had input on the new car.
Many designs were considered during the development process, from designs that resembled the second generation cars, to more radically styled cars. They eventually decided on a radical new styling scheme based upon oval derived design elements in April 1992 (final approval), which would prove to be the car's Achilles heel in the marketplace. Chief designer Jack Telnack, who oversaw the development of the first and second generation Taurus, said that his Taurus was designed the way it was to stand out in the marketplace, and that the use of the oval was becoming the new global design theme for Ford.
Breaking down and testing competing cars, as well as listening to customer input played a large part in the development of the third-generation Taurus, just like it did during the development of the first generation. Many competing cars were broken down and extensively tested in order for the Taurus to be designed to be superior to them in terms of comfort, performance, and refinement. Most notably, the Toyota Camry and Honda Accord were extensively tested, and the Taurus' suspension was designed to emulate these cars' ride and handling techniques. Customer input played a large part into the design of the third generation Taurus' interior.
The dashboard's design originated from a large number of complaints from customers that the previous Taurus' radio and climate control modules were cluttered with many small and similar feeling buttons, as well as small graphics, which caused the driver to have to look away from the road to be able to operate them properly. As a result, a large portion of the third generation's dash was devoted to the radio and climate control, with each button on these modules containing a unique design, making it easier for the driver to operate the radio and climate control without taking their eyes off the road. This would eventually lead to the creation of the Integrated Control Panel.
Making the new Taurus pleasing to the senses was a recurring theme throughout the third-generation Taurus' development. Ford's engineers specially tuned every panel and component, so that every sound that the Taurus made, from the doors closing to the engine running, was acoustically pleasing. Ford's trim designers specially selected every one of the Taurus' interior materials, so that every surface, as well as every button and control, was pleasing to the touch.
Reception
The third-generation Taurus and Sable sedans were unveiled at the Cobo Center during the 1995 North American International Auto Show in Detroit, and garnered more attention from journalists and publications than any other car at the show. The wagon was unveiled on February 9, 1995 at the Chicago Auto Show, and garnered similar amounts of attention. After their respective unveilings, both vehicles became among the most anticipated new cars of the 1996 model year, similar to the first generation Taurus.
The first third-generation Taurus was built on July 12, 1995 at the Chicago Assembly Plant. Ford Chairman Alexander Trotman, who took part in the ceremonies, was joined by state and local politicians and union and plant officials in dipping their hands in yellow paint to "autograph" the hood of the first Taurus off the line. The hood is earmarked for permanent display at the plant. The Taurus was released to showrooms on September 24 of that year, and sales began a week later on October 1. The Taurus was released almost a week later than the Sable, as Ford designers consulted a $500 Sherman Oaks, California astrologer to figure out the best solstice date to release the car.
Reception to the new Taurus by automotive publications was generally positive. Road & Track gave the Taurus a good review upon its release, and found its handling and refinement impressive. Motor Trend also gave the Taurus a positive review, although they found the oval styling awkward at first glance. Despite this, they found it to have many redeeming qualities. However, unlike the first-generation Taurus, it fell short of their Car of the Year award, which was instead awarded to the redesigned 1996 Dodge Caravan.
Consumer reaction was mixed, however. Detractors of the new design pejoratively refer to this generation as the "Bubble" Taurus or "Submarine" Taurus based on the window shaping and broad curves used in the front end being seen as a negative. Ford had hoped the radical redesign would lead to the same success it had with the 1986 Taurus, and went as far as predicting that the new Taurus would continue the outgoing model's record of selling over 400,000 units a year. Sales were somewhat slow at first, prompting Ford to add a low priced "G" model mid-year 1996. Ford also offered incentives such as a six-month lease for Toyota Camry and Honda Accord owners, a $250 Cash Allowance on lease renewals, and a $50 dinner certificate for test driving the vehicle. It managed to keep its position as the best selling car in the United States in 1996, although this was because of heavy sales to rental fleets, which comprised 51% of all Taurus sales for that year. This is opposed to the Toyota Camry, of which the bulk of its sales were through retail outlets to individual customers. In 1997, the Taurus lost its bestselling title, as it slipped to #3 behind a redesigned Toyota Camry and the Honda Accord.
Overview
Exterior The exterior of the third-generation Taurus was completely redesigned for 1996. It used a controversial new shape that chief designer Jack Telnack claimed was penned to make the Taurus stand out to sedan buyers, and compared the current Taurus to the likeness of a pair of slippers. This shape was based upon that of an oval, which was perhaps inspired by that of Ford's own logo, and while the previous Taurus used a flat, streamlined shape, this Taurus used a rounded shape similar to that of the Chrysler Concorde. The heavily-contoured sides took their cue from the Lincoln Mark VIII. Station wagons also got new sheet metal, although from the firewall back, the Taurus and Mercury Sable wagons again shared the same panels, with all station wagon doors being the same as those used on the Sable sedans. As the new-generation Taurus was aimed at a more mature, affluent customer base, its exterior contained many upscale styling touches. For example, the LX came with chrome alloy wheels, chrome dual exhaust tips, and the "Taurus" badge on the back was written in script, as opposed to the block letters used in previous generations.
In 1998, the exterior of the Taurus received a slight redesign to make the shape more mainstream, in order to appeal to a wider customer base. The front bumper was redesigned to have a full-length opening, as well as moving the Ford logo down onto a chrome bar mounted in the grille, similar to that of the third-generation Taurus SHO. These years were also fitted with different front turn signal lenses, featuring completely clear lenses and a multi-reflector surface in the rear of the housing, around the bulb. The rear turn signal lenses were also changed from amber to red, to match the rest of the lightbar assembly.
Interior The interior was also completely redesigned for the 1996 model year. Like that of the previous two generations, the interior was designed to be user-friendly. The gauges were placed in an oval pod while the dashboard wrapped slightly around the driver; all of the main controls were placed within easy reach, and were designed to be recognizable by touch and to be operated by drivers without taking their eyes off the road. The controls for the radio and climate control (some of which, like the preset buttons, were oval shaped) were combined into an oval-shaped "Integrated Control Panel" mounted in the center of the dash, which was created in response to many complaints from Taurus owners that they could not easily operate the main controls of the radios and climate control systems without taking their eyes off the road. The "Integrated Control Panel" either came with a manual climate controls, or automatic climate controls. Gone was wide and couch-like front row bench seating of previous generations.
Another innovation was the "Flip-Fold" center console on cars not equipped with a standard floor console. It was a seat in between the bucket seats that could be transformed into a console, reducing the seating count by one. The seat cushion folded out into a console with a lockable storage bin and cupholders, resting against the dashboard. The seatback also folded down to become an armrest. A traditional center console with a floor-mounted shifter was installed on cars equipped without the flip fold console.