Remember 'if you build it, they will come' (I'm paraphrasing a bit here) from Field of Dreams? Well, that seems to be Ford's idea with its new Vignale range. Buoyed by the fact that around half the number of European customers of its biggest cars - such as Kuga, Mondeo, S-Max and Galaxy - buy top-ranking Titanium and Titanium X cars, and then spec them up to the hilt, Ford believes it can challenge the premium establishment with a new, ultimate trim level offering the highest levels of opulence: Vignale.
To that end, at the Salone de Mobile furniture design expo (no, really) that's running in Milan right now, Ford is revealing the S-Max Vignale Concept. It is due to be the second Vignale production car from Ford, after the Mondeo Vignale goes on sale next year.
Exterior
The S-Max Vignale Concept has 21-inch alloys bespoke to the new range, chrome highlights with 'jewellery-like appliques', the signature hexagonal Vignale grille and Milano Grigio paint with Dark Rose Grey picking out key details here and there, and you have to admit, it does look pretty classy compared to an S-Max Zetec in flat white on 16s.
Interior
Inside is even more sumptuous, with hexagonal quilted soft-touch leather for the seats, more cow hide liberally applied to the dashboard and woven, texture-embossed aluminium detailing to behold. The Vignale is a modern machine, so it necessarily features car-to-car communications, docking stations for tablets on seating row two and the flexible accommodation concept with 'thin-seat technology'.
Anything else?
Ford's stand at Salone del Mobile is styled as a preview of the city-centric 'Vignale Lounge' retail experience that will accompany these cars, making customers feel special the minute they walk into a dealership to buy a Vignale. This will include a dedicated relationship manager who will be a single point of contact throughout the purchasing rigmarole, as well as VIP collection and delivery services.
"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, Ford of Europe's vice president for Marketing, Sales and Service.
"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."