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03/14/05
2006MY
Vehicle Line: TAURUS
Marketing Strategy and Mix Recommendations
Marketing Strategy Key Points:
• SE and SEL series in Sedan
• Safety and Security Package is available on both SE and SEL series
• SE Preferred Equipment Package and the SEL Premium Package are upgrade packages for both
series
• Wood steering wheel, shift knob and woodgrain appearance appliqué trim on the center console,
door trim and center instrument panel are standard on the SEL
• One new color: Tungsten
• Cigarette lighter now standard equipment
Key Messages:
• Taurus continues to deliver the best value in a mid-sized family car by offering the best combination
of safety, performance, comfort, purposeful innovation and quality at an affordable price
Recommended Mix:
Retail Mix*
SE Sedan SEL Sedan
85% 15%
Engine Type
3.0L 2V 6-Cyl. Engine 100% 100%
Key Packages
SE Preferred Equipment Package 50% —
SEL Premium Package — 50%
Safety and Security Package 40% 40%
Key Options
Audio, AM/FM Stereo w/In-Dash CD 50% —
Audio, 6-Disc CD Changer 20% 25%
Brakes, Anti-Lock 25% 25%
Mirrors, Heated 20% 20%
Moonroof 35% 35%
Seats, 5-Passenger w/Floor Console 60% —
Wheels, 5-Spoke Painted Aluminum 20% —
*Rates above represent full model year retail projections