The Mondeo Vignale’s interior is more opulent than even those of top-line Fusions. Photo credit: Ford Motor Co.
It also comes with a special level of service at selected Ford dealers, a “VIP” experience inspired by those being offered by airlines and banks and other businesses that cater to the well-heeled. Dealers will have a special area just for Vignale customers, and will offer services like free pick-up and delivery of cars that need service, free car washes for life, and some special events to make owners feel, well, special.
It all sounds a little surreal. So why does Ford think this is a good idea?
Why Ford thinks the Vignale concept will work
Ford said in a statement that the Vignale idea “responds to an increasing trend toward time-saving services, and reflects demand for high-end Ford products. Higher specification models currently account for more than half of Ford’s large car sales in Europe.”
The name and details may be new but, like I said, this isn’t a completely new idea for Ford. Have you ever seen an F-150 Limited? Ford’s F-150 pickup starts at a little over $24,000 for a bare-bones model, but the top-of-the-line Limited trim – which gives you special chrome trim and luxury-car-like features and interior — starts at $53,300. It’s a nice truck, and a very nice source of profits for Ford — and a strategy that General Motors, among others, has begun to copy.
Here in the U.S., Ford aims to capture premium buyers with its Titanium trim line — but if you want an even more deluxe Ford product, you’ll have to stop by your Lincoln dealer. Ford doesn’t sell Lincolns in Europe, and trying to get it established against brands like BMW and Audi on their home turf isn’t likely to go well.
Vignale is aimed at a little different audience: Ford buyers who are willing and able to pay up for a premium experience. That could end up being a good move for Ford in Europe, where the company has been pushing hard to increase its earnings, if these Vignale cars appeal to luxury-minded buyers. Will they? We’ll find out.
So what do you think? Would you buy something like a Vignale-trimmed Fusion here in the U.S., or do you think Ford should stick to basics? Scroll down to leave a comment, and let me know.
The article Would You Buy This Fancy Ford Fusion? originally appeared on Fool.com is written by John Rosevear.
Fool contributor John Rosevear owns shares of Ford and General Motors. You can connect with him on Twitter at @jrosevear. The Motley Fool recommends BMW, Ford, and General Motors. The Motley Fool owns shares of Ford.
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