Ford Vignale - We can also premium

What do Starbucks, Lufthansa and Apple have in common? All three offer a simple product that is also offered by many other competitors, but all three are so-called “premium providers”. As an automobile manufacturer, what can you learn from these three?

Starbucks sells boiled coffee beans. However, in umpteen variations. No taste buds are left untouched and because a coffee filling station has been turned into a place for internet freaks and WiFi hippsters, Starbucks coffee doesn't cost “a mark” like at the gas station, but simply three times as much. But Starbucks customers love their coffee dealer. The secret is the variety of the offer, the possibility to get an almost individual coffee. For good service, you also like to pay more.

It is no different at Apple. An Apple store is also just a retail store for end customers, but far from Aldi, Lidl and Aunt Emma Style. Bright, open and modern furnishings and always with bright enough advisors. In addition, all products are on display, can be touched, touched and experienced. The success of the Apple stores is not based on the fact that they sell pretty products at competitive prices, but on the “feeling” for the customers. Contact barriers are removed and the product can be experienced. For good service, you also like to pay more. 

Lufthansa is the premium airline among airlines. Struggling hard now, but Lufthansa invented the perfect service for frequent flyers and business travelers. The Miles and More program is actually just a Payback card for frequent flyers. At the end of 2012 Miles-and-More had over 23 million members. The secret behind “miles & more” is customer loyalty. Miles & More customers receive exclusive lounge access from a certain status. In addition, with this customer loyalty program, frequent flyers receive many small details in the service, such as a personal approach on the plane, of which customers of low-cost airlines can only dream. Lufthansa has rounded off its own premium claim with customer loyalty through a “flight miles” loyalty card. And for good service, you like to pay more.

FORD Vignale 28 Premium Concept Mondeo IAA

FORD VIGNALE - “We can also do premium”

On Automobile exhibition in Frankfurt FORD, using the example of the new Mondeo coming onto the German market in 2014, will present its very own vision of the “premium idea”. And as it should be for a global corporation, you will be guided by all three examples.

FORD Vignale

It should be a so far unique mixture of service, individuality and quality that FORD will introduce in Europe. In 2014 the new Ford Mondeo comes onto the market in Germany and from 2015 FORD intends to present the Mondeo, the first model in the “Vignale” equipment to be created.

FORD Mondeo Vignale Concept

Ford sees the “Vignale” equipment as a “First Class” for automobiles. Accordingly, the concept vehicle stands impressively on its polished 20-inch alloy wheels. The paint color of the concept vehicle is: “Nocciola” and is a deep, noble, brown metallic tone. The chrome-plated door handles, the special inserts for the radiator grille and the “Vignale front apron” are in elegant contrast. But it shouldn't stop at the looks.

FORD Vignale 17 Premium Concept Mondeo IAA

Vignale stands for “added value”, also in the interior

A noble full leather interior that also extends over the instrument panel, chrome strips, quilted fabric inserts in the door panels. FORD wants to bring craftsmanship into the interior of the Mondeo Vignale and that in a quality that should convince.

In addition to the noble design and a visible craftsmanship, Vignale also stands for comprehensive equipment with technical features that are simply expected today in modern cars. Adaptive LED headlights, parking assistants and a seamless connection between the car's entertainment system and the owner's cell phone. The list of necessary technical features is long - but the Vignale also wants to be one of the best on the market.

FORD Vignale 18 Premium Concept Mondeo IAA

Vignale - added value even outside the car

With the new top equipment "Vignale" Ford wants to create a holistic shopping experience at the highest level, which goes far beyond the actual premium vehicle. Special bank and credit card services, concierge services and attractive additional offers from partner brands such as restaurant and hotel chains will be part of the program.

But it will start in the salesrooms of selected Ford dealerships, which, with their specially trained contacts, should create an appropriate atmosphere for the relaxed selection of special materials, colors and equipment details.

Other details include, for example, the handover of new cars by the respective manager of the dealership, personalized vehicle documents in a noble leather folder and a pick-up and delivery service for the inspections.

The “Vignale” package should be rounded off with invitations to exclusive events or free car washes for the entire life cycle of the respective “Vignale” vehicle.

FORD Vignale - "We can also do premium".  

I am looking forward to the serial product!

 

Also interesting: The FORD S-MAX - THE CONCEPT VEHICLE!

 

 FORD Vignale - Gallery:

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