If there were ever any doubts that Ford is well on its way to making a comeback, let the all new 2010 Taurus serve as confirmation.

Last week, I attended the media launch to test drive the new Taurus and it is by far the most impressive Taurus ever built. In fact, the new Ford sedan might now very well be one of the hottest vehicles in its segment for the price.

The Taurus has already pulled in Car of the Year honors from Esquire
magazine. Yes, we’re talking the trendy fashion magazine Esquire. And if that’s not an indication that it’s a “new day” for Ford, I don’t know what is.

When’s the last time you heard of Ford getting those kinds of cool points for a full-size car? Tough call, right?

The Chronicle will be publishing my full review on the new 2010 Taurus next week, but some of the most impressive features include an all new body style, an interior, which could easily carry a Lincoln badge, and an array of technology features.

Even more impressive is that even given the current economic condition, it doesn’t appear that Ford’s cutting any corners in rolling the vehicle out.

All indications from the media launch are that the marketing strategy for the new Taurus will be as aggressive as ever.

That’s important because the last thing an automaker needs to do is appear that they’re rolling out a new vehicle as significant as the Taurus with very little fanfare. If an automaker doesn’t seem excited about a new vehicle launch, how can they expect to pique the interest of the consumers?

Ford CE0 Alan Mulally has made it perfectly clear that the automaker has no plans of easing up on its product or marketing strategy. Of course, only time will tell. But rest assured, the new Taurus has more than enough
features to sell to just about anybody in the market for a sedan, and a few people who might not even be considering one.

It’s a winning formula that consists of a mix of striking designs, much improved quality and nice interiors. It’s indicative of a new day for Ford,
which really started taking shape with the Ford Edge and Flex crossover and is now apparent across most of Ford’s product line-up.

I’ve test driven everything from the Lincoln MKS to the new Mercury Milan hybrid to the new F-150, and all the vehicles are equipped with the
type of features that most did not typically expect in Fords of the past.

Just this week, I wrapped up seven days with the new 2010 Ford Mustang and it too exemplifies how the automaker is working aggressively to
improve everything from the ride and handling of its cars to the interior details.

For example, the Mustang’s center console even has a small opening on the side that enables the driver or passenger to run their phone charger cord through the console with the top panel closed.

A couple of people who I let check out the Mustang during my test drive immediately commented on the interior, specifically noting features like
the blue lights on the center stack, footwells and inside door handles.

“It comes like that stock?” asked one guy. “Yep,” I replied.

Ford would have never focused on those kinds of details in the past. Now, they’re the kind of features that define the automaker and its vehicles.

We’re definitely witnessing the evolution of a new Ford Motor Co.

Marcus Amick is a national automotive analyst and marketing consultant.