Ford expects the Vignale Mondeo’s high-end appearance will advice animate business buyers to opt for the archetypal over a exceptional car.
COLOGNE, Germany — Ford of Europe’s Vignale flush trim line, which will barrage In September on the new Mondeo, will be aimed mainly at business customers.
By alms cars with flush features, Ford is gluttonous to addition accumulation margins and bulwark off antagonism in the midsize articulation from the BMW 3 series, the top-selling midsize archetypal (see blueprint below), as able-bodied as the Mercedes-Benz C class, Audi A4 and an upgraded Volkswagen Passat.
Ford’s European sales and business chief, Roelant de Waard, said the Vignale Mondeo’s high-end appearance will advice animate business buyers to opt for the archetypal over a exceptional car.
He said charter ante to companies for the Vignale Mondeo would bout those of German exceptional rivals. Residual ethics will be aerial for the car because Ford will heavily bind sales to low-profit buyers such as rental car companies, de Waard told Automotive News Europe at a columnist accident at the automaker’s European abode here.
Ford began rolling out accepted versions of the new Mondeo in European markets in January. The Vignale Mondeo, will be congenital alongside accepted Mondeos at the company’s branch in Valencia, Spain.
Ford is creating a appropriate administration at the Valencia branch to ensure aerial affection levels for the Vignale trim line. The aggregation additionally affairs to barrage a Vignale adaptation of the latest S-Max ample minivan but has not said back it will go on sale.
Ford has not said how abundant the Vignale Mondeo will cost, but it is acceptable to be 10 percent college than the best big-ticket Mondeo on auction now. The accepted Mondeo starts at 27,150 euros in Germany.
BMW in front
BMW 3 alternation 166,445, -12VW Passat 152,654, 0Mercedes C chic 124,415, 19Audi A4 123,701, -3Opel Insignia 92,914, 19Skoda Superb 46,217, 6Ford Mondeo 45,394, -9
Source: JATO Dynamics
De Waard said the Vignale Mondeo amount would acceptable avert clandestine buyers. “There will be actual bound retail aggregate on such an big-ticket car,” he said.
Vignale sales to business barter could ability 80 percent to 90 percent of the trim line’s absolute sales, De Waard said.
The flush Mondeo and S-Max variants will be awash in “Vignale Lounge” areas in called dealerships busy in agnate affluence abstracts to those acclimated in the cars themselves. Vignale buyers will be offered added casework such as accumulating and commitment for agent application from a home abode or appointment location.
Vignale-badged cartage affection absolute capacity such as leather-quilted seats.
About 500 of Ford’s 2,500 European dealerships will advertise Vignale models, Ford’s European business head, Gaetano Thorel, told Automotive News Europe in a 2013 interview.
Thorel said he expects Vignale sales to annual for 10 percent of Mondeo and S-Max sales and about 5 percent of the company’s absolute sales.The Vignale trim akin will amount about 10 percent added than a car with the brand’s accepted top badge, Titanium, Thorel said.
The midsize articulation has borne the burden of a six-year slump in European car sales with bargain brands abacus basic to address to added flush drivers and exceptional carmakers blame their models into added affordable categories.
Volkswagen has added bigger assurance and infotainment appearance to its latest-generation Passat in Europe in a bid to absorb the car’s advance amid non-premium midsize cars.
Citroen sells flush cars beneath the DS brand while Renault is accretion its Initiale Paris trim line.
You can ability Nick Gibbs at [email protected]
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