Ford has drummed a lot for the Mondeo Vignale since the luxury equipment of the middle class was presented at the IAA in 2013. You can order it from May 1st, in September it rolls to the dealers. Ford remains silent about the additional charge for the particularly generously equipped version, which also includes a special service.
According to Roelant de Waard, European Vice President Marketing, Sales & Service, the Mondeo Vignale is aimed primarily at business customers. "The type of customer who is very busy and grateful for everything that saves them time."
Businessmen and women apparently like to pay for what the normal clientele would rather not put in their pockets: a personal customer advisor who takes care of the buyer as long as he drives the car, a pick-up and delivery service for inspections or for the free car wash or a 24-hour hotline for all kinds of problem solving around the car. In future there will be 500 special Vignale retailers designed as flagship stores in Europe, 90 of them in Germany.
In addition to the services, the vehicle itself is also upgraded: the interior should be particularly quiet thanks to acoustic glass, elaborate insulation and active noise reduction. Expensive leather interiors, LED headlights or the latest generation of voice control are included ex works.
With the Vignale versions, which should include the S-Max this year, you don't want to primarily attack premium brands like BMW or Mercedes, says de Waard: "We want to give our own customers the opportunity to upgrade." And you don't want to lose customers because you don't have a suitable vehicle for them. In the fact that 70 percent of the S-Max are sold in the highest equipment line, he sees a confirmation of the need. Customers also frequently lavishly equip the Ford Kuga; the compact SUV could be the next model to be upgraded by a Vignale version.
Author: Hanne Lübbehüsen / SP-X