According to Ford, the 2009 Ford Taurus was selling at a discount compared to the 2009 Toyota Avalon, but now they've switched, with the 2010 Ford Taurus, comparably equipped, selling at about $2,500 more than the 2010 Avalon.
Of course, in all fairness, Ford neglects to say that Toyota redesigned the Avalon for 2011, and Ford had redesigned the Taurus for 2010, so Ford is at a bit of a natural advantages comparing apples to oranges.
The 2010 Ford Taurus redesign is undeniably better-looking, but it hasn't been received well on all counts. The model ends up sacrificing rear-seat headroom for its stylish new lower roofline, and it isn't as roomy overall as the model it replaces—although The Car Connection, in addition to the look, appreciates the higher-quality feel of the interior, advanced tech features such as Sync, and available all-wheel drive and high-performance Taurus SHO model.
Ford's observation might ring true for a vehicle that still looks very new, but the real test will come after the vehicles are two to three years old or more. Residual value experts ALG still rate the 2010 Ford Taurus at just two stars out of five, indicating that they predict it will depreciate at a higher than average rate.