 The discontinuation of the Taurus sparked debate given its once-strong position in the market and Ford's well-publicized financial problems at the time.Analysts, customers and some interviewed Ford employees criticized the company for failing to invest in the car and keep it competitive, instead focusing all of its resources on developing and marketing trucks and SUVs.A USA Today editorial entitled "How Ford starved its Taurus" noted that the Taurus' death was part of a broader trend of the Detroit Big Three willingly abandoning once-successful nameplates and divisions in search of "the next big thing", while their foreign competitors have been gaining market share by continuously improving their veteran nameplates.