DUESSELDORF, Germany -- Ford of Europe will sell versions of its larger models with upscale features under a new badge called Vignale.
The Vignale line is the latest attempt by a mass-market automaker to woo affluent customers more interested in a lifestyle choice than a bargain. Ford will launch the badge at the upcoming Frankfurt auto show with a concept based on its new-generation Mondeo.
With the Vignale line, Ford joins rivals such as PSA/Peugeot-Citroen with its Citroen DS cars and Renault with its planned Initiale Paris subbrand in creating specially badged vehicles aimed at luring buyers away from German premium brands BMW, Audi and Mercedes-Benz.
Vignale, whose name suggests an expensive Italian marque, will also to help counter moves by luxury brands to attract buyers from mass-market segments with cars such as the Audi A1 and BMW 1 series.
Roelant De Waard, Ford of Europe's sales and marketing chief, said the automaker expects half of Vignale customers to come from premium brands while the other half will be existing Ford buyers looking to upgrade.
Vignale-badged Ford models will be priced 10 percent to 15 percent more than the automaker's most expensive models on the market currently.
Ford of Europe's marketing head, Gaetano Thorel, said the Vignale version of the Mondeo will cost about $3,900 to $5,300 more than the brand's current top-of-the-line model, which is badged Titanium.
"The Vignale version of the Mondeo would cost far less than an entry-level Audi A4," Thorel told Automotive News Europe at a press event here. "The aim is to make people who buy a Fiesta or a Focus look at the brand with different eyes and persuade them to spend more for a Ford," he said.
Ford expects Vignale versions to account for 10 percent of its sales in Europe, Thorel said.
Read more: http://www.autonews.com/article/20130904/COPY01/309049929/ford-joins-race-upscale-in-europe-with-vignale-line#ixzz2dxYrnUHm
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