Today’s buyers drive Ford’s advances

Ford of Europe plans to launch a new exclusive product and ownership experience in Europe called Vignale.

Ford's initial vision for Vignale (pronounced: Vin-ya-lay), the Ford Mondeo Vignale Concept, features unique design elements, high quality craftsmanship, exclusive specification, and advanced technologies.

Ford presented the new Ford Mondeo Vignale Concept in four-door saloon and estate body styles, both featuring 20in Vignale alloy wheels with in-depth detailing and high-quality finish, "Vignale" badges, chrome door handles and mirror caps, mesh grille, unique front bumper and fog lamp design, and exclusive "Nocciola" dark brown coachwork.

Ford SYNC, already present on cars for sale now, will be offered with an enhanced MyFord Touch in-car connectivity system will enable integration of smartphones and deliver wi-fi capability, while new-generation adaptive LED headlamps enhance visibility and vision.

The full Vignale experience is more than 18 months from commercial launch, but demand for higher specification models currently accounting for more than half of Ford's large car sales in Europe is driving the Vignale programme. It will be enhanced by premium customer services.

Tom Croft, group sales manager for Foray Motor Group, says the demand for higher specification models is familiar to his sales staff across the Foray Motor Group.

"We serve a large number of private buyers who frequently want their cars to be of Zetec grade or above," explains Tom. "It reflects the genuine value of modern Fords, which lead on technology and driver enjoyment yet don't carry the high purchase and running costs of the brands that are traditionally seen as up-market.

"Customers are far more discerning about how they spend their money, and a well designed Ford with a generous specification that has a competitive list price, widely available service and support, and huge enjoyment in everyday use presents an irresistible package.

"There is a huge variety of cars within the Ford range, from the Ka city car to the Kuga 4x4 and S-MAX and Galaxy seven seat large MPVs, although those who want seven seats in a smaller package can opt for the Grand C-MAX with clever sliding rear doors.

"Not for nothing does Ford dominate the sales charts, achieving this success without resorting to the highly subsidised fleets sales of rivals. The cars sell because they give what people want - the perfect combination of value and equipment."