FORD plans to roll out its luxury Vignale brand across more models and increase the level of personalised service provided to Vignale customers.
Built-to-order luxury Vignale brand models are on sale with the Mondeo, but will be joined by a Vignale version of the S-MAX this year, and a Vignale version of the new Ford Edge SUV, which will be available from the summer.
“Vignale is a cocooning of luxury and refinement – not what you always expect from Ford,” said Andy Barratt, Ford chairman & managing director.
As well as the car’s luxury specification, Vignale owners are provided with a personalised concierge experience by the 60 Ford Stores that handle Vignale sales. This includes free car washes, and collect and deliver servicing. But Barratt sees this going further.
“What we’re offering is a motoring relationship. We’re not booking cinema tickets for you – that’s something you can do from your phone – but we will look at extending your motoring relationship.
“A Mondeo Vignale might be fine for your needs 90% of the time – but what about when you want to go on a family holiday? Then an S-MAX Vignale would be perfect. And that’s what we’re aiming for. That’s what Vignale can offer customers.”
Vignale ownership starts from £29,345 for a Mondeo four-door manual, with the estate versions costing £1250 more.
At the Geneva Show Ford launched an expanded Vignale range: Ford S-MAX Vignale, Ford Edge Vignale and Ford Mondeo Vignale five-door models alongside Ford Kuga Vignale Concept, offering a vision of the future of upscale SUVs.