Ford looks eagerly to 2008 lineup

DEARBORN, Mich. — Ford Motor Co.’s efforts to stabilize its shrinking share of the U.S. market will get a boost from a 2008 model-year lineup that includes the revived Taurus sedan and updated crossovers, a top executive said Monday.

Mark Fields, Ford’s president of the Americas, said the automaker is making strides toward stabilizing its market share at about 14 to 15 percent — one goal of its “Way Forward” restructuring plan.

Fields noted that Ford’s U.S. market share so far this year is about 15.3 percent, but showing signs of stability after a decade of declines. In 1997, Ford had more than 25 percent of the market, according to Autodata Corp.

In addition to the Taurus sedan, key in the 2008 lineup will be the Taurus X, a re-badged version of the Freestyle crossover and an updated version of the Edge, which has been a recent highlight for Ford. Edge sales have been strong since the crossover made its debut late last year even as Ford’s overall U.S. sales have been on the decline, down 12 percent in the first five months of the year.

With recent updates to its Lincoln line, a revamped Focus small car due out in the fall and new features for its F-150 pickup trucks — including lockable storage accessible from the sides of the truck and a new cargo management system — Fields said Ford has its “best showroom” in company history.

But Karl Brauer, editor in chief at the Edmunds.com auto Web site, noted that Ford’s 2008 models are mostly updated, rather than all-new. He said the company lacked direction before Alan Mulally took over as chief executive last year, and Ford is working to make up for lost time in product planning.

“The company is capable of turning out incredibly good products, and in rather short time,” Brauer said.

Ford earlier this year announced plans to rename the slow-selling Five Hundred model the Taurus, which was previously used for a car that became the nation’s top-seller. It’s now heading to dealer showrooms. The Mercury Montego, the Five Hundred’s cousin, is being renamed the Sable and getting a makeover.