The Ford Mondeo Vignale is the first in a future line of premium cars that Ford will be producing of their current models. In time, each car will carry a Vignale badge and Ford plan for these machines to win sales from the likes of Mercedes-Benz and BMW. As an example of what we can expect from the new range, which will be offered for sale in 2015, this is an impressive car.
Ford plan to showcase the new exec-saloon at the 2013 Frankfurt International Motor Show later this month and have previewed this with these images and enough information to wet our appetite. The production model turns up it will adopt most of the design cues seen here including the 20-inch wheels, the concept’s bespoke bumpers and of course the Vignale branding. The concept’s interior has full leather trim and Ford has put soft-touch leather on the steering wheel and centre console to lend this Mondeo a premium quality feel.
As high-end car makers like BMW and Mercedes move down market with models like the 1-Series and A-Class, Ford are moving up. Ford’s accountants and statisticians are behind this move rather than the firm’s marketing department or Ford’s engineers, as they spotted that more than half of Ford’s sale in Europe are made with their higher spec cars.
The next car in Ford’s already extensive line up to get the Vignale treatment is the S-Max. We’d like to see what Ford can do with the Focus and we’ll pay close attention to see how many sales a Ford Fiesta Vignale will take from the BMW 1-Series and Mercedes A-Class when Ford get around to making premium versions of their most popular models.