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Ford reveals chic S-Max Vignale

2014-04-09 14:14

FORD’S UPMARKET FUTURE: Customers hoping to purchase Ford’s S-Max Vignale will be treated to exclusive Vignale lounges at selected showrooms in Europe. Image: FORD

  • Ford introduces S-Max Vignale Concept in Milan
  • Headed for production
  • Ford Europe to create "Vignale Lounges”

MILAN, Italy – Ford unveiled its new S-Max Vignale concept in Milan, Italy as part of its vision for a unique “upmarket product and ownership experience” for European customers.

The concept follows the introduction of the 2013 Mondeo Vignale concept. A production version of the Mondeo Vignale will be launched in 2014 followed by the S-MAX Vignale.

IMAGE GALLERY: 2014 Ford S-MAX Vignale

Ford (Europe) executive director of design, Martin Smith, said: “Spacious and inspirational, the S-Max Vignale Concept goes beyond traditional automotive design and speaks to customers who value aesthetics.

“Our Vignale designers were inspired by trends from furniture to fashion to create this new expression of Ford.”

In addition to revealing its S-Max Vignale, Ford is showcasing its vision for the “Vignale consumer experience” at the Salone del Mobile, the world’s leading furniture design expo, in April.


The design of the Ford stand at Salone del Mobile is a preview of the “Vignale Lounge” that will be rolled out in selected retailers throughout Europe in 2015.

According to Ford: “The personalised experience customers can expect when Vignale launches in Europe will include a dedicated relationship manager, as well as VIP collection and delivery services.”

The S-Max Vignale has 21” alloys chromed side-mirrors and details, hexagonal and unique “Milano Grigio” paint.

Inside it sports Vignale-embossed leather seats with aluminium details, tablet docking-stations for rear seats and the automaker’s “flexible seat” concept.

Ford (Europe) exterior design director, Stefan Lamm, said: “We can see from the designs around us at Salone del Mobile and Milan Design Week that modern luxury does not need to be loud.

“Lighter tones and careful application of detailing have helped us deliver a level of sophistication Ford customers have not seen before.”

Ford (Europe) chief designer of colour and material, Sonja Vandenberk, said: “The tonal connections and the quality of craftsmanship and detailing inject a sense of tradition into the S-MAX Vignale Concept.

 “The design language itself is on the cusp of the latest fashion and furniture trends, reflecting inspirations in terms of fabrics, leathers, colours and detailing.”

Ford comments that 50% of its large vehicles are sold in top specification and that 10% - 15% of customers want an even higher level of specification and customer service.


Roelant de Waard, Ford’s (Europe) vice president of marketing, sales and service, said: “We know that many customers are looking for a Ford that’s more exclusive and upscale than we currently offer in 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.”

Ford’s research shows more than a third of premium brand car-buyers consider high levels of customer service the key difference between a mainstream and upmarket experience.

Its research also revealed that staff competence and efficiency are the two biggest influences of customer satisfaction.

Vignale Lounges, mostly in metropolitan locations, will be dedicated to delivering a personalised service.

The lounge will offer “stimulating, secluded environments to sample exclusive materials and colours and discover exciting features and technologies. It will reflect the quality to be found within the product and provide customers with a relaxing environment.”

Roelant said: “Vignale offers a special product and the intangible qualities that allow the customer to feel differently about the experience.

The convenience offered by personalised delivery, collection for servicing will make Vignale a valued part of customers’ lives.”

Read more on:    ford  |  italy  |  milan  |  new models

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