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1999 Taurus Offers Value, Quality and Safety

16 September 1998

1999 Taurus Offers Unprecedented Levels of Value, Quality and Safety

    DEARBORN, Mich., Sept. 15 -- At the beginning of this
century, Henry Ford founded a company on the belief that manufacturing and
engineering innovation would enable his company to offer customers the best
value, safety and quality.  What was true then is just as true today, as the
employees of Ford Motor Company prepare for the next century.
    "The 1999-model Ford Taurus offers customers unprecedented levels of
value, safety and quality," said Jim O'Connor, President, Ford Division.
"Benefits such as these are made possible by innovative Ford people --
hard-working people making transportation for hard working people."

    Taurus Safety
    Today, the National Highway Traffic Safety Administration (NHTSA) awarded
Taurus its top safety rating to the 1999 Taurus.  Taurus (and the Mercury
Sable) are the only sedans priced under $20,000 to earn the five star safety
rating for driver and passenger sides.

    Taurus Value
    For 1999, the Taurus is an even better value with key refinements and a
price cut of $1,000 on the Taurus LX.  The Taurus LX sedan is priced at
$17,995 -- $1,000 lower than the 1998 model.  The Taurus SE wagon is priced at
$19,995, -- $1,840 lower than the 1998 model, with the same level of
equipment.
    "The efficiencies that we've been able to achieve in recent years enable
us to pass along the savings to our customers, making Taurus an even greater
value," said O'Connor.  "The 1999 Taurus offers customers the same level of
equipment as last year at lower cost, but with dramatically improved safety."

    Taurus Quality
    For the second straight year, Taurus (and Sable) assembly plants were
cited by J.D. Power and Associates Initial Quality Study as the plants
producing the highest quality vehicles for the North American market.  In the
1997 model year study, the Atlanta Assembly Plant tied for the Platinum award.
In the 1998 model year study, the Chicago Assembly Plant helped Ford to sweep
the top three places among North American plants -- the first time that a
single manufacturer had swept the Gold, Silver, and Bronze awards.

    NASCAR Taurus
    1998 marked the first year Taurus represented Ford on the NASCAR circuit.
The aerodynamic styling and innovative shape of Taurus are well-suited for the
racetrack, and Taurus got off to a fast start, winning eight of the first 20
races it entered.

    Sales History
    Americans have purchased more than 4 million Tauruses since the car was
introduced in 1986.  Taurus was the No. 1-selling car in America from 1992 to
1996.  Taurus had sales of 357,162 in 1997, for a 4.3 percent share of the car
market.  It is manufactured in Atlanta and Chicago.