Ford S-MAX Vignale Concept offers upmarket features

Ford today introduced the S-MAX Vignale concept in Milan – fitting seeing as Italy is where Vignale was originally founded. The concept is designed to showcase the upmarket features of the Vignale luxury division of Ford Europe. A production version of the Ford S-MAX Vignale concept has already been given the go-ahead. It will be the second Ford Vignale vehicle to go on sale, joining the Ford Mondeo Vignale which is due to arrive next year.

The Ford S-MAX Vignale concept was introduced not at an auto show, but at the Salone del Mobile, the world’s largest furniture expo. This is because the Vignale’s real difference can be found on the inside, where the materials and equipment are of far higher quality than in the standard car. In addition, select Ford dealers will be fitted with “Vignale Lounges”. Luxury waiting rooms and sales floors where potential buyers will be offered a dedicated relationship manager throughout the buying process, as well as VIP collection and delivery services. In short, Ford want offer a premium buying experience to their Vignale customers.

The Ford S-MAX Vignale Concept features a few upgrades to the exterior. Namely 21-inch alloy wheels, chrome details and mirror covers, a unique hexagonal Vignale grille, special “Milano Grigio” paintwork, and of course Vignale badging.

On the inside of the Ford S-MAX Vignale Concept things get very nice. There are exclusive Vignale-embossed seats with hexagonal quilting, high-quality and soft-touch leather and woven texture-embossed aluminium detailing. Leather covers just about every surface, including the dashboard, door panels, and even rear luggage compartment. Gadgets include car-to-car communications and tablet device-docking stations for second row seats.

Explaining their decision to create the Ford S-MAX Vignale concept, and later the production model, Ford stated that half of their large cars within Europe are sold with a high level of options, and that 10 to 15 percent of buyers said they would have gone for an even higher level of specification and customer service if it were offered.

“We know that many customers are looking for a Ford that’s more exclusive and upscale than we currently offer in Europe,” said Roelant de Waard, vice president, Marketing, Sales and Service, Ford of Europe. “The other key trend is the desire for a more memorable and personalised ownership experience that is tailored to individuals and respects their time. Vignale will meet these needs in a fresh way.”