Mondeo Vignale takes Ford upmarket
Published 20/05/2015 | 02:30
Rome - Italy. Surrounded by the opulence of renaissance architecture, Ford showcased a styling rebirth of its own with its new 'Vignale' range.
The Mondeo is the first to get the premium 'Vignale' treatment with SMAX following in 2016. The cars aren't alone in the upmarket redesign. Dedicated Ford Stores with Vignale lounges and a hotline to a devoted customer care agent will combine to show 'Ford at its best'.
Style and Zetec models prevail here but 70pc of Mondeos in the EU are high-grade Titanium. The company's entry into the premium sector is in response to customer demand for more refinement and luxury.
The Mondeo provides an excellent canvas for such lavish brush strokes. Chrome detailing on the bumpers, wheels and doors can be removed or toned down. Standard equipment includes extra thick layers of Vignale-specific paint colours, heated and air-conditioned Windsor leather seats, front and rear parking sensors, 8ins colour touchscreen Sony display and Ford's Active Noise Cancellation. Tiny microphones in the headlining suppress noise by mirroring the incoming frequency and playing a counter-tune through the radio. It sounds like mumbo-jumbo but it works. The Mondeo's 2-litre TDCi engine (choice of 180PS or 210PS) is reduced to a barely audible burble; road and wind noise at motorway cruising speeds are non-existent.
A 2-litre Ecoboost and petrol-hybrid complete the engine lineup. All-wheel drive is optional but there's no hatchback - just saloon and estate.
Prices start at €44,000 (considerably more than a regular Titanium model) and with dealer investment to meet Vignale showroom standards, the barriers to big sales figures are certainly there. Not to mention price proximity to established premium sector brands.
However, there's enough flair in the Vignale range to offer loyal customers a premium product and a genuine reason to stick with Ford.