Ford targets business customers for Mondeo Vignale upscale model

Article by Christian Andrei, on February 20, 2015

Ford of Europe is aiming its to-be-launched Vignale upscale trim line at business customers as it seeks to boost profit its margins and while warding off rivals in the midsize segment from the BMW 3-Series, Mercedes-Benz C-Class, Audi A4, and Volkswagen Passat.

Ford will introduce the Vignale in September on the new Mondeo. According to Roelant de Waard, Ford’s European sales and marketing chief, the high-end features of the Vignale Mondeo will help persuade business customers to go for it instead of buying a premium model. He remarked lease rates to companies for the Vignale Mondeo would match those of its German luxury rivals.

He told Automotive News Europe that residual values will be high for the Vignale Mondeo since the carmaker will restrict sales to low-profit customers like rental car firms. Ford will build the Vignale Mondeo alongside standard Mondeos at its Valencia site in Spain.

The carmaker is setting up a special department at the site to ensure high quality levels for the Vignale trim line. The US carmaker is planning to roll out a Vignale version of the latest S-Max large minivan but is mum on the timing of the sale.

The Vignale Mondeo is expected to be priced 10 percent higher than the most expensive Mondeo, which standard version has a starting tag of EUR27,150 in Germany.

According to De Waard, the Vignale Mondeo would have very limited retail volume due to its price, expecting business customers to account for between 80 percent and 90 percent of sales.

If you liked the article, share on:


Login or Create new account to add a comment!


Say hello to the fastest accelerating production car in the world: the new 2017 Tesla Model S P100D. Powered by a 100 kWh battery, this new model basically outruns almost...
by - October 25, 2016
Ever heard of the “Lynk & Co” automotive brand? Well, it is highly likely people haven’t. This is practically because this is new brand created by the joint venture between...
by - October 25, 2016
Mitsubishi is now officially part of the Renault-Nissan alliance after Nissan took over the Japanese car company recently. We know a lot has been happening in the car industry, but...
by - October 24, 2016
Driving the newest 2017 BMW 5-Series (G30), Clive Owen (Closer, Children of Men) returns to his role as “The Driver”. In this latest installment, what initially starts as a simple...
by - October 24, 2016
Many had wished that a Lamborghini Huracán Superleggera would somehow make a surprise debut at the recently held Paris Motor Show. Sadly, not a single Lamborghini appeared anywhere in sight....
by - October 24, 2016