Ford goes premium with Vignale sub-brand, starting with Mondeo

Ford is planning to have another go at offering premium trimmed products under a sub-brand, much like it did with burning turning Ghia into the company’s top of the range badge at the turn of the millennium.

This time, it’s called Vignale. Like Ghia, Vignale was once an Italian coach building company before being acquired by Ford. The first model to wear the Vignale badge is the Mondeo-based Vignale sedan and estate concept cars displayed at the Frankfurt Motor Show.

The cars come with lashings of chrome on the outside, and enhanced specifications and premium materials on the inside. Unlike Ghia, Ford is planning to do things a little differently this time and promises to offer Vignale customers a premium service as well.

These will include complementary vehicle pick up and drop of for servicing, free lifetime carwashes and invitations to exclusive events.

“Our vision for the Vignale product range is to deliver vehicles with true upmarket credentials,” said Martin Smith, Executive Design Director of Ford’s European division.

“We wanted to create something unique for Ford, with world-class quality and craftsmanship.

Ford Vignale premium services will meet the needs of the customer for whom time is the ultimate luxury – and they would be made to feel special from the moment they walk in the door,” said Gaetano Thorel, European Marketing Vice President.

For Australia, this means Ford is able to fill the void left by the Ford Falcon come 2016, by offering buyers in the premium segment a luxury model.