This thread is all very interesting - keep it coming.
I think some of the reasons why "no one asks for a hot midsize sedan (from Ford)" but they do ask for SVT Tauruses or SVT Crown Vics is simply because THEY DO NOT THINK FORD CAN COMPETE in this arena.
The SVT Contour was actually a bit ahead of its time. No one had really figured that someone other than BMW could put a hot engine in a 4 door sedan and really challenge the Germans at their autobahn burning game.
Fast forward to 2002 and now everybody is doing it - Nissan (Altima 3.5SE), Acura (3.5TL Type-S), Infiniti (G35) and these products are all getting their share of good reviews.
I believe the key to the success of SVT products is the success of the cars upon which they are based. The F-150: no one disputes its success, and American loves trucks anyway, so the Lightning is an easy win. The SVT Focus - Focus is one of the top selling cars, and so a few years later, in the middle of the hot hatch revolution, we have the SVT Focus, which is already a big hit with the enthusiast magazines.
The SVT Contour never really had a chance - no one had seen Ford do a credible job in the midsize sedan market, and when their amazingly revolutionary Tempo replacement world car came out in 1995, Ford didn't stay the course (it was European, but pricey) and the car went downhill from there. On an aging and less than totally successful platform, the SVT Contour was born....one people's minds were ingrained that Contours were either a) Tempo replacements or b) rental cars. Its doom was imminent.
What I'm saying is that SVT should NOT underestimate the "demand" for a hot sedan. Just people aren't asking for a hot Contour doesn't mean there isn't a market. Nearly no one who bought an SVT Contour was probably looking for a Contour in the first place. They were looking A4, G20, 328i, Passat, C230, 9-3. (I was.)
Much like Apple (Macintosh, PowerBook, iMac) - you're gonna have to show the public what they need - and the SVT Contour did that. It blew people away - people who didn't think a hot sports sedan could really come from Ford. That's why no one asks for a hot sedan from Ford.
The Mondeo would succeed in North America now that the lines are blurred between "American" and non-domestic cars. The classes are clearly defined: small (Protege, Sentra, Civic) and midsize (Altima, Accord, Camry, Passat). Look at Nissan - they took their Altima upmarket. Don't think they didn't do it for a reason - their turnaround depends more on the Altima than any other product in their lineup. Their research is right - compete on performance and give people what they want - sportiness (perceived or real...it doesn't matter), and don't give journalists anything to whine about (overall length, interior size, rear seat space, lack of features). Guaranteed winner. Same with Passat. Don't use the Taurus analogy - everyone knows the Taurus is not competitive in the Passat/Accord/Camry race.
Bring the Mondeo here. Right now. Ford needs to go head-to-head with Nissan and VW. The grocery getters will always buy their Accords and Camrys. The rest of us are going to migrate to 3 series, A4, Altima, Passat, Acura, Infiniti. The slice of pie for the Taurus is shinking and will continue to do so.
Kerry
