Ford of Europe is introducing a new badge that includes larger models with upscale features – the Vignale. Ford will launch the Vignale badge at the 2013 Frankfurt Motor Show through a concept derived from the new-generation Mondeo. The Vignale line represents the carmaker’s latest try to entice richer customers who are more concerned about their lifestyle than getting a bargain.
It also represents that latest attempt by a volume carmaker to create specially badged vehicles aimed at enticing customers away from German premium brands Audi, BMW and Mercedes-Benz. Vignale – a name that suggests an expensive Italian marquee – will also allow Ford to counter actions by premium brands to lure away customers from volume carmakers.
According to Roelant De Waard, Ford of Europe's sales and marketing chief, the carmaker expects half of Vignale customers to be current Ford customers seeking to upgrade while the other half are owners of cars with premium brands.
Vignale-badged models have a price premium of 10 percent to 15 percent over Ford’s most expensive models on the market. According to Gaetano Thorel, Ford of Europe's marketing chief, the Vignale version of the Mondeo will be EUR3,000 to EUR4,000 more expensive than Ford’s current top-of-the-line model that is badged Titanium.
He told Automotive News Europe that the Vignale version of the Mondeo would be less expensive than an entry-level Audi A4. Thorel said that the carmaker expects the Vignale line to account for around 10 percent of sales in Europe.