The 2010 Ford Taurus may not sound particularly exciting for most automotive enthusiasts, but it will likely play an important role for the automaker as it struggles to turn its operations around. Highlighting the importance of the renewed Taurus nameplate is a new ad campaign that will showoff premium-like features that Ford hopes will help set the sedan apart from its competition.

In all-new Ford Taurus ads, the automaker is not going after the likes of Chevrolet, Chrysler, or even Toyota. But rather the Taurus is going head-to-head with vehicles from Acura, Infiniti, and Lexus. As unusual as that comparison is, Ford is hoping that consumers take note of the quality and features that the new Taurus is packed with says DC Ford dealers, which hopefully will appeal to weary consumers searching for value.

Among the ads running to promote the new Taurus are those touting the vehicle’s quiet interior and even the Taurus’ chip-resistant, high-tech paint. Luxury car buyers intending to buy a Lexus are not suddenly going to choose a Ford Taurus instead, but Ford Service Waldorf says that buyers looking into an affordable mid-sized sedan will likely be looking for any sign that they’re getting value for their money, and these ads are intended to provide that reassurance.

The new advertising campaign for the 2010 Taurus is already underway according to one Alexandria used cars dealer. Expect to see the Taurus promoted heavily in the coming months as Ford hopes to lure buyers back to its showrooms.

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