New top-specification models badged Vignale are Ford's latest tool for slowing customer desertion to the German brands.
And to further tempt motorists to stay with the brand, it is promising a more personal, premium experience from its dealerships for Vignale drivers.
This will include a Vignale relationship manager as the single contact for a Vignale driver's queries, guaranteed free collection and delivery for aftersales, free car wash every month and discrete Vignale waiting areas in the FordStores - 55 large metropolitan dealerships within Ford's UK network - that are allowed to sell Vignale models.
The roll out starts with Vignale Mondeo in September, then S-Max next year. Kuga and Edge versions may follow.
Jon Wellsman, customer services director at Ford of Britain, said Vignale is hoped to retain customers, particularly corporate user-choosers, who've already had a couple of high spec Mondeo or S-Max models and are thinking of swapping into a premium brand.
These are expected to represent 70% of the take-up of the Ford Vignale Mondeo.
The carmaker also hopes the new launch will win some conquest sales. Ford's S-Max MPV and Kuga SUV have previously succeeded at attracting conquest customers by offering high specification and strong styling.
"We want customers to feel delighted with the car and very, very pleased with the level of care and expertise from their FordStore dealer. And we'd like them to look forward to swapping to a new Vignale next time," Wellsman said.
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
Paul Bennett - 14/05/2015 13:26
I simply can't believe that Ford truly believe that by dressing up what is otherwise an excellent vehicle (Mondeo), that it will genuinely attract customers who would otherwise purchase the leading German prestige marques. Over the years, this approach has been talked about and adopted by several volume European manufacturers with little lasting success if any. Most notably Renault and Citroen. Does this not speak loudly to the team at Ford?