Ford has announced plans to introduce a new luxury trim with the aim to attract more company car user-choosers.
Higher spec vehicles are in high demand and currently account for more than half of Ford’s large car sales in Europe.
According to research, 10 to 15 percent of these customers want more technology and luxury upgrades that just aren’t available from the current trims.
Launching in early 2015, the new Vignale “product and ownership experience” will be introduced; first in the Mondeo and later across more models in the range.
The new trim aims to bring more premium customers to the brand, both in fleet and retail, by offering unique interior and exterior design touches, exclusive specification and technologies accompanied by an enhanced ownership experience.
Unique styling features will include a new mesh grille, chrome detailing with ‘floating’ fog lights, 20-inch alloy wheels and an exclusive paint colour as well as the Vignale badging.
Ford has stated that the best kit will be made available as standard to Vignale customers, including Ford’s SYNC multimedia system, front and rear parking sensors with a rear view camera and Adaptive LED headlamps.
Highlights from the interior upgrades include quilted leather seats and leather touches on the steering wheel, instrument panel, centre console and centre arm-rest.
The aim is to create a more premium feel to the car, but equally, the focus has been to create a better overall experience for the customer. With this in mind, Ford has announced that there will be dedicated Vignale consultants based at selected dealerships and an exclusive lounge.
Other benefits include lifetime car wash and vacuum services as well as airport valet and exclusive events for the Vignale customers.
“Vignale will offer the highest expression of the Ford brand in Europe from a product and from an ownership experience perspective,” said Stephen Odell, Ford’s president of Europe, Middle East and Africa. “The Ford Mondeo Vignale Concept showcases the features that customers tell us they want in terms of styling and quality, advanced technology and exclusivity.”
Ford believes that Vignale will account for 10-15 percent of all Mondeo sales and the trim will be available exclusively for retail and fleet customers and wont be available on car rental contracts.
“Treating customers to a more personalised experience is very appropriate, Titanium sells really well which shows that there is much more room to go. The experience will be key for us and key customers will be current Mercedes-Benz, Audi and BMW customers who are looking for more,” says Roelant de Waard, vice president of Ford marketing, sales and services.
How much this extra luxury will cost is yet to be confirmed.
