While European consumers have to wait until early 2015 (!) for the new Mondeo, Ford will unveil the Mondeo Vignale study at the Frankfurt Motor Show, a car that signals the recycling of the former Italian coachbuilder’s name into an upscale sub-brand and which, instead of Ford’s website, first appeared on the online edition of Autocar magazine.
Like Ghia, Vignale was a Turin-based coachbuilder that ended up in Ford’s collection of brands. Whereas Ghia was belittled by being transformed into a trim level for Ford’s European models, Vignale most recently appeared in 2004, when Ford revealed the Focus Vignale study that previewed the Focus Coupe Cabriolet. It also appeared on the 1993 Aston Martin Lagonda Vignale concept, during Ford’s ownership of the company.
The Mondeo Vignale has a more upmarket look both inside and out, with Ford saying Vignale cars will bring “an upscale product and ownership experience.” Compared to standard Mondeo, the Vignale study sports a new chrome-finish grille, a redesigned front bumper with shiny chrome ornaments, LED foglights, chrome door handles and mirror caps, unique 20-inch wheels and the “Vignale” signature that replaces Mondeo badges.
The cabin is more luxurious, featuring quilted leather on the seats and door trims, plus leather-wrapped dashboard, center console and steering wheel. The boot features a Vignale-badged storage drawer and a… leather travel bag. There’s also in-car Wi-Fi.
Customers of Vignale-branded cars will benefit from an enhanced dealership experience, including a dedicated contact at the local dealer and concierge-style services. The production version of the Mondeo Vignale will be launched as part of the all-new Mondeo range in early 2015, with the new S-Max and Edge SUV to be the next models to get the Vignale treatment. The sub-brand may also be extended to ST Fords, with the first model to get it being the facelifted Focus ST.
Ford estimates that around 10-15 percent of Ford buyers will opt for high-end Vignale versions.
By Dan Mihalascu
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