What's the news?

Ford is planning on moving closer to the premium sector with the announcement of its new bespoke range named Vignale that will offer consumers a unique product and ownership experience. Helping to demonstrate this, Ford revealed the Vignale Mondeo Concept. The new Mondeo (which is currently enjoying one of the longest launch gestation periods ever seen) will be the first vehicle to benefit from the Vignale program, which is due to begin in early 2015.

Exterior

Ford chose to display both the saloon and estate versions of its next Mondeo as part of its Vignale Concept. The styling touches are subtle but numerous, which help to give the car a sense of being much more than simply a higher trim line. Painted in a dark 'Nocciola' paint shade - which is unique to Vignale - the bodywork gains chrome door handles, mirror caps and lower side and rear mouldings.

Other unique features include adaptive LED headlights, as well as a redesigned mesh front grille and front bumper with a new fog light design, all of which help give the car a more unique look. The Vignale badge is also proudly displayed atop of the front wings.

Interior

On the inside, the Vignale experience feels far more special than in a typical Mondeo. Swathes of quilted leather stretch across the door panels and also cover the seats and give the look and feel of materials not even seen on premium German brand cars. Other details like embossed scuff plates on the door sills, thick luxury floor mats and a well-tailored centre console will no doubt instil a feeling of real premium quality to buyers. Ford has also reworked its SYNC infotainment system to include the ability to provide Wi-Fi coverage for the car's occupants if desired.

Mechanicals

Despite offering some rather extensive options in which to change the car, the Vignale program will remain just a cosmetic styling exercise and will not offer customers the ability to change or alter the mechanicals of the car.

Anything else?

As well as offering customers the ability the alter their car, Ford plans to offer a concierge service to its Vignale customers who will also get unique areas in Ford dealerships and have relationship managers appointed to liaise with. The Vignale service will incorporate other exclusive services such as VIP-style air-travel including priority check-in and executive lounge access. It will also partner with similar brands such as hotel chains, restaurants and even credit card and banking companies. What remains to be seen is the cost of what this will be to the customer, and also if Ford buyers really want these extra services. The Vignale program will also extend to other models in the range over time.

And no, we still don't know when the new Ford Mondeo arrives...

Dave Humphreys - 4 Sep 2013