Ford has unveiled its latest tool to slow customer desertion to the German brands – top-spec models badged Vignale, named after an Italian coachbuilder it bought in 1973. To further tempt motorists to stay with the blue oval, it is promising a more personal, premium experience for Vignale drivers.
This will include a Vignale relationship manager as the single contact for any queries and service bookings, guaranteed free collection and delivery for all aftersales bookings and a free car wash every month. There will also be discrete waiting areas with designer leather furniture in the 55 designated FordStores, which are the only showrooms within Ford’s UK network allowed to sell Vignale models. Sandicliffe’s £1.5 million site in Leicester was one of the first in the UK to be designated a FordStore.
All this extra effort is because Ford wants the Vignale driver to feel a little bit special, a bit more loved, to correspond with ownership of Ford’s premium-grade car.
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Dylan Setterfield - CAP Senior Forecasting Editor - 01/07/2015 11:45
“The early indications from the RV providers are that they will give it an uplift in percentage terms above the new Mondeo.” However, CAP has told AM it forecasts an RV equal to that of a Mondeo Titanium estate. It should be noted that Vignale is only available as a Saloon or an Estate. Mondeo Saloons have historically sold for well below Hatchback and Estate bodystyles. We have applied a premium for Vignale which is more transparent when comparing Estate versions and full positioning details are available to customers through Gold Book iQ.