Mulally has taken a hands-on approach to marketing. He made headlines when he ordered the slow-selling Five Hundred sedan
re-named the Taurus, resurrecting the nameplate of one of the automaker's most popular sedans ever.
The automaker needs to do a better job with vehicle branding and marketing, he says. Ford has changed model names too frequently for no good reason. He wants to stick with vehicle names for the long term and continue to improve the underlying product. That approach has worked well for other automakers, such as Toyota Motor Corp. and Honda Motor Co., which rarely change model names.
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