Ford to reveal Vignale sub-brand with special Mondeo in Frankfurt

Tue, 03 Sep 2013

Ford says that 10-15 percent of its customers in Europe want their cars to be set apart from regular Fords - even those wearing the top Titanium X trim - and the Blue Oval will answer them with the Vignale sub-brand. The new brand proposes a more upscale look and a much-improved dealership experience, Autocar reports. The Vignale Mondeo will debut at the Frankfurt Motor Show to kick off the new endeavor.

The first Ford to receive the Vignale treatment will be the 2015 Mondeo, a Euro-only model, followed by the new S-Max and Edge. The Vignale Mondeo is set apart visually from other Mondeos by a chrome grille and chrome door handles and mirror caps. Mondeo badging will be deleted - only Vignale badging will make an appearance.

The interior will get a more upscale flavor, as well, with quilted leather seats and door trim and leather covering the instrument panel, center console and steering wheel. A Vignale-badged storage drawer will be installed in the trunk, and in-car Wi-Fi is available.

Roelant de Waard, Ford of Europe's sales boss, says the Vignale sub-brand is aimed at customers who don't have a lot of free time, are "independent thinkers" and want to feel special, Autocar reports, so visual treatments aren't the only features Vignale cars will get. Owners also will have a Ford dealer contact assigned to them and receive exclusive services, such as free car washes at the dealership for the life of the car.

There's no word if Vignale Fords will come to the US, but our guess is that they won't - at least not right away.

By Damon Lowney