FRANKFURT MOTOR SHOW: Ford's next Falcon?

Ford of Europe will target higher-end buyers with a new premium vehicle range and the decision could have implications for Australia.

Still destined to wear Ford’s Blue Oval badge, the vehicles will also present the new ‘Vignale’ nameplate revealed at today’s Frankfurt motor show opening. Vignale is part of a new Ford strategy that revolves around a premium model grade and unique ownership packages.

The flagship equipment grade will be applied across a range of Ford models and could be the method via which Ford Australia satisfies future large car customers.

First to wear the Vignale moniker will be the next-generation Mondeo, which is soon to go into production in Spain and is already on sale in the US wearing the Fusion nameplate, but does not go on sale in Australia until the second half of next year. Vignale-badged Mondeo/Fusion sedan and wagon models were the stars of the Ford stand today in Frankfurt. 

Upgrades to the cars include bespoke leather interiors with quilted seats, a leather-wrapped instrument panel and added equipment and electronic functionality. Exterior changes include added brightwork and unique wheels and detailing.

Ford Global B-Segment Vehicle Line Director Nick Collins told motoring.com.au the decision to launch Vignale was a function of the high percentage of Titanium model grade sales in the European marketplace.

"In some models the Titanium mix is up to 70 per cent. We thought it makes good sense to have a grade beyond this. But Vignale is not just about added features or luxury, it is also about ownership. We will have concierge-style services for Vignale customers, for example.”

Collins said Ford would target sales volumes of up to 15 per cent within the Mondeo family of cars. He would not be drawn on other model lines targeted for Vignale treatment, nor whether Vignale vehicles would also include drivetrain changes.

"We're not talking about that at this time," he blocked.

To support the premium push, Ford displayed a range of potential high-end accessories branded with the Vignale logo.

Of interest to Australian Ford buyers is the fact Vignale could provide Ford Australia with a premium product with which to satisfy large car buyers following the cessation of Falcon production by October 2016.

Vignale will be offered across the full Ford of Europe market portfolio, including the right-hand drive UK market, clearing the way for easy integration into the Aussie line-up.

Although there are no current plans to fit a V6 under the Mondeo Vignale's hood, parallels exist with Toyota Australia's strategy with the Camry and Aurion.

Vignale could give Ford Australia a multi-tiered Mondeo family with which to target a wider range of customers once the mid-size model becomes its largest passenger model.

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