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It’s hard to be inconspicuous in a big, bright red car, especially one as cool looking at the 2010 Ford Taurus SHO (base price $37,170 plus $825 freight).

Even the standard version of the redesigned ’10 Taurus is a beauty, but the SHO version – it stands for “Super High Output” – takes this vehicle up a notch or two in the realm of curb appeal, not to mention performance.

Under the hood is Ford’s new EcoBoost 3.5-liter twin-turbocharged V-6 engine, which turns out an impressive 365 horsepower and 350 foot-pounds of torque. That compares with 263 horsepower and 249 foot-pounds of torque for the normally aspirated 3.5-liter Duratec V-6 in the other models of the Taurus.

Both engines come with a six-speed automatic transmission, and with the SHO (as well as the uplevel SEL and Limited models), paddle shifters allow the driver to shift the transmission manually (without having to worry about a clutch).

Our SHO tester came in the “Red Candy Metallic Tinted Clear Coat” exterior color ($295 extra) with a charcoal-black leather interior, and special “SHO” badging.

Also included with the SHO are chrome exhaust tips, high-intensity-discharge headlights, body-color heated outside mirrors (electrochromatic on the driver’s side), a rear spoiler, and 19-inch painted-aluminum wheels with all-season tires.

Oh, and did I mention all-wheel drive? Yes, that’s standard on the SHO as well.

To aid with road handling – which is spectacular for a midsize sedan – there is a sport-tuned suspension.

Acceleration is exhilarating, giving the SHO the feel of a sports coupe, not a sedan designed to carry a family of five.

Other special SHO touches include electronic power steering, power-adjustable aluminum brake and accelerator pedals (with memory), black brake calipers, intelligent key system with pushbutton start, perforated-leather steering wheel with built-in audio system and cruise controls, leather-trimmed seats with suede inserts, and SHO floor mats.

The car drew attention wherever I took it, which is odd with a sedan. People came up to look it over in mall and supermarket parking lots, and had lots of questions, beginning with: “Is that really a Ford?”

There was a bit of sticker shock, though, when I pulled out the window label and showed them the price.

With extras, which included the red paint; an options package ($3,700) that brought a moon roof, Sony 395-watt audio system, heated/cooled front seats, heated rear seat, blind-spot information system, and rearview camera; radar cruise control with collision-warning system ($1,195); voice-activated navigation system ($1,695); multi-contoured seats ($595); and 20-inch, five-spoke, nickel-aluminum with V-rated tires ($695); the total price of our tester was $45,470, including freight and a $700 options discount.

Unfortunately for Ford, the response to that price was almost unanimously, “What? For a Taurus?” or “What? For a rental car?”

But the fact is that the Taurus, with this remarkable remake for 2010, is no longer “just a rental car.” Based on the architecture of the redesigned Volvo S80 luxury sedan, the new Taurus is arguably the best sedan Ford has ever produced, and even though the SHO can get quite pricey with options, it’s a lot more car than most people can imagine without actually seeing – and driving – it.

Ford unveiled the new Taurus at the Detroit auto show in January, and it marks the sixth generation of the vehicle that redefined the family sedan when it was first introduced for 1986. The original was the best-selling car in the United States from 1992-96.

This is the best version yet, and should prove that Ford was correct in reviving the Taurus line after canceling it in late 2006. Its death was short-lived, as then-new Ford Chief Executive Alan Mulally ordered that the name be applied to a redesigned version of the Ford Five Hundred sedan for 2008.

That model has now been replaced by the 2010 Taurus, which brings a whole new level of sophistication and performance.

This is also the largest Taurus yet. It’s also built on the same architecture as the recently introduced Lincoln MKS full-size sedan, and as a result, has the look and feel of a premium model.

Taurus prices begin at $25,170 (plus $825 freight) for the base SE model, the same as the 2009 model. Next in line is the SEL ($27,170 with front-wheel drive or $29,020 with all-wheel drive), then the Limited ($31,170 for front drive or $33,020 for all-wheel drive), and the SHO, which comes only with all-wheel drive.

A long list of premium options is offered, which can boost the price of even the midlevel models well into the $30,000s. The car also offers a variety of high-tech features never seen on a Ford car, most of them derived from Lincoln and Volvo.

Among them are the blind-spot monitoring and radar cruise control (with advance collision warning), automatic high beams, rain-sensing wipers, cross-traffic alerts (works when backing out of a parking space, warning whether there is a car approaching from either direction), and even a system that lets parents control certain functions of the car when their teenagers are driving (top speed, volume of the audio system, and so forth).

Even the base model has a quite attractive exterior design, with the look of a modern luxury car. Features include new headlights, recessed parking lights, and a new design for Ford’s three-bar grille. Wheel sizes range from 17-20 inches.

The Taurus is aimed at drivers who “place more of a premium on the driving experience and technologies” than on a transportation appliance, Ford says. Even the base model is fun to drive, which is quite unusual for a family sedan.

Front-drive models with the normally aspirated 3.5-liter engine have EPA ratings of 18 mpg city/28 highway; all-wheel drive models with either engine are rated at 17 city/25 highway.

Inside, there is a flowing dash design that oozes quality. It includes door panels made with a new process that gives the interior a handcrafted look.

There is room for five, and everyone rides in comfort. The front bucket seats are about as comfortable as a living-room recliner, and the rear seat can hold three adults with no complaints.

Features include the Ford/Microsoft SYNC audio system, which allows for voice control of an attached iPod and/or cell phone.

The automotive columns of G. Chambers Williams III have appeared regularly in the Star-Telegram since 1994. Contact him at 210-250-3236; chambers@star-telegram.com.

2010 Ford Taurus

The package: Full-size, premium, five-passenger, four-door, V-6 powered, front- or all-wheel-drive sedan.

Highlights: This is Ford’s newest Taurus sedan, completely redesigned for 2010 using the architecture of the Volvo S80 and Lincoln MKS luxury cars.

Negatives: Can get quite pricey with all the options, especially the SHO version.

Engines: 3.5-liter normally aspirated V-6; turbocharged 3.5-liter EcoBoost V-6 (SHO model only).

Transmission: Six-speed automatic.

Power/torque: 263 HP./249 foot-pounds (base V-6); 365 HP./350 foot-pounds (EcoBoost).

Brakes, front/rear: Disc/disc, antilock.

Length: 202.9 inches.

Curb weight: 4,015-4,368 pounds.

Trunk volume: 20.1 cubic feet.

Towing capacity: 1,000 pounds.

Electronic stability control: Standard.

Side air bags: Standard front seat-mounted, and side-curtain for all rows.

Fuel capacity/type: 19 gallons/unleaded regular (premium recommended but not required for SHO model).

EPA fuel economy: 18 mpg city/28 highway (base 3.5, front drive); 17/25 (both engines with all-wheel drive).

Base price range: $25,170-$37,170 plus $825 freight.

Price as tested: $45,470 (SHO model with freight and options).

Major competitors: Chevrolet Impala, Chrysler 300, Dodge Charger, Buick LaCrosse, Toyota Avalon, Nissan Maxima, Hyundai Genesis, Volkswagen CC.

On the Road rating: 9.2 (of a possible 10).

Prices shown are manufacturer’s suggested retail; actual selling price may vary.