Ford Vignale brand could cover every model in the range

8 Apr, 2014 12:00pm Jack Rix

Ford could extend Vignale brand to every model in the range, if Mondeo and S-MAX prove a success

Ford’s new luxury sub-brand, Vignale, could eventually cover every model in the range, if the formula proves to be a success. The hi-specification Vignale brand was first introduced with the Mondeo Vignale concept last year, and that’s now be joined by the S-MAX Vignale concept, revealed at the Salone del Mobile in Milan this week.
“We are looking at all cars in the range, and we will execute Vignale where it’s appropriate,” said Martin Smith, executive director of design for Ford of Europe. “First of all we’ll concentrate on the larger cars, then we’ll take a look at the others. If the our Titanium trim is anything to go by it should be a big success.”
Ford has confirmed that the new Mondeo will go on sale in the UK  before the end of 2014, with the Mondeo Vignale available from early 2015. The new S-MAX will go on sale later in 2015 followed closely by an S-MAX Vignale. But Ford is keen to stress that the Vignale brand isn’t only about the products.
“With Vignale the product is only half the story – the customer experience is just as important,” said Roelant de Waard, vice president marketing and sales. “We are planning to launch 500 new flagship ‘Ford Stores’ across Europe, mainly in metropolitan areas.”

Between 60 to 70 of these Ford Stores dealerships are planned for the UK, aimed at the most densely populated areas. From early 2015 they will be the only outlets selling the Vignale range and the new Mustang, although they will also carry the rest of the Ford range.
The full Vignale ownership experience, which will only apply to the first owner of the car, will include use of a plush Vignale lounge in the dealership and a dedicated Vignale manager who will be a point of contact for any requests or problems related to the car.  
When your Vignale is due a service, for example, you simply call your Vignale manager and have the car picked up from your choice of location. You will receive another Vignale model as a courtesy car and have your car dropped back to you fully cleaned, with any minor scratches and dings buffed out and the wheels fully refurbished.
Ford bosses wouldn’t reveal the price premium a Vignale will carry over a Titanium X Sport (the current Mondeo Titanium X Sport 2.2 TDCi costs £30,065), but Smith played down the fact it will competing with Audi, BMW and Jaguar. “It still won’t be in the premium price range – are aim is to offer everything you’d want from a premium product, but at a Ford price,” he said.

Can the Vignale sub-brand propel Ford into the territory occupied by BMW and Audi? Tell us your thoughts in the comments section below...

Disqus - noscript

Would the name "Vignale" mean any more than, for example, Windover or D'Ieteren to present day customers?

Give us the 'new' Mondeo, it will be already 4 years old when it will in 2015!
Ford Detroit shame yourself! You are ruining the brand.


Didn't Ford try this with the Edsel? The X-type Jag was sunk from the beginning by Mondeo conotations. The vauxhall signum fitted a niche that didn't exist.
How will this be different? (except the Mustang)

The interior of that Mondeo is gonna date very bad as its gonna be 4 years old when its released the vingale package looks great but Ford are missing the point the Mondeo is predominately a fleet car so all this stuff happens anyway and 30k for a top spec Mondeo who is prepared to spend that on a Ford im no badge snob but i draw the line at spending that much on a Ford when i can have a superior German car for the same price

I bet that interior was designed by the Americans.

You beat me to it...Ghia would have been a much better idea if only for the UK.
Sounds a teensy wheensy little bit like lady parts

drove Mondeo in US last summer - I can understnad why is taking so long to make thsi car acceptable for European market :-)