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.

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