Ford eyes premium car drivers with Vignale concept

06/09/2013 in Home Page, Frankfurt Motor Show 2013

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Ford is seeking to recapture some ground lost to premium car manufacturers with the new Vignale concept, to be launched at the Frankfurt Motor Show.

The Ford Mondeo Vignale Concept, features unique design elements, high quality craftsmanship, exclusive specification and advanced technologies.

"Vignale represents the highest expression of the Ford brand in Europe from both a product and from an ownership experience perspective," said Stephen Odell, Ford 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 presented the new Ford Mondeo Vignale Concept in four-door saloon and estate body styles, both featuring 20in Vignale alloy wheels with in-depth detailing and high-quality finish, "Vignale" badging, chrome door handles and mirror caps, mesh grille, unique front bumper and fog lamp design, and exclusive "Nocciola" dark brown coachwork.

It also features quilted trim, chrome lower mouldings, leather armrests, and exclusive seating with "Vignale" detailing and high-quality, soft-touch leather that extends to the steering wheel, instrument panel, centre console, door top-rolls and centre arm-rest. Embossed scuff plates and luxury floor-mats enhance an ambience that combines traditional coach-building with contemporary design and material trends.

Ford Sync with MyFord Touch in-car connectivity system will enable integration of smartphones and deliver wi-fi capability, while new-generation adaptive LED headlamps enhance visibility and vision.

Ford continues to develop a unique interpretation of modern luxury and design, and this year it was the first auto manufacturer to participate in the world's leading furniture design show - Salone Internazionale del Mobile in Milan. The company's design DNA and the influence of furniture and fashion trends was reflected in Ford Design's bespoke chair, lamp and watch displayed at the event.

"Influences that range from architecture to fashion combine to give the Mondeo Vignale Concept a sense of high quality and a feeling of timelessness - alongside the very latest advanced technologies," said Stefan Lamm, exterior design director, Ford of Europe.

With the full Vignale experience more than 18 months from commercial launch, Ford will roll out further details of both product and consumer benefits in the coming months.

Ford Vignale, which starts with the Mondeo Vignale saloon and wagon in early 2015 and will be extended to further models, responds to an increasing trend towards time-saving services, and reflects demand for high-end Ford products. Higher specification models currently account for more than half of Ford's large car sales in Europe.

Vignale is also inspired by exclusive services from beyond the world of automotive. These include VIP air-travel services that offer chauffeuring, dedicated check-in and security and clubhouse access; and exclusive banking and credit card services with dedicated relationship managers, reward points, concierge services and partner brands such as hotel chains, restaurants and entertainment venues.

"Ford Vignale premium services will meet the needs of the customer for whom time is the ultimate luxury," said Gaetano Thorel, marketing vice president, Ford of Europe.


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Comments (2)

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James - 58 weeks ago

Around 20 years ago no one wanted an Audi!!! Today, is what everyone wants and some are happy to wait 9 months for one! Look at Citroen with their version of premium DS range. They have done very well and people want them. Ford must focus 100% to ensure it's done well. Otherwise everyone will be driving Audi or BMW!

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Gordon Anderson - 59 weeks ago

Don't Ford get it? It still has a Ford badge! The fact that they managed to get their PAG endeavour so wrong proves that they simy don't understand what prestige buyers want or need.

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