One big reason why the Contour failed was because at introduction it cost nearly $3,000 more than the Tempo it replaced. In Europe, the Contour was the upper-mid-range Ford car and was engineered and priced accordingly. In the US market, as the Tempo replacement it had to be much closer to a bottom-feeder in the lineup so Ford had to do some serious decontenting, and even then it still remained too expensive.